Remove the main thing

Whatever our "thing" is — we take for granted that "the thing" is what makes the thing most interesting. But sometimes removing the main thing makes it even more interesting.

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In this brilliant sketch from 1977, Richard Pryor invited "and the Pips" to perform on his special. Gladys Knight was not invited. Just "and the Pips." And the results are hilarious.

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​Garfield Minus Garfield is arguably much much funnier than normal Garfield. (Removing the cat, who doesn't actually talk anyway — he only "thinks" his thoughts — serves to highlight how nutso-bonkers his owner Jon must be.)

​ABBA Voyage is a live concert experience that over 2 million people have seen and which contributed nearly $400 million (USD) to the London economy in its first year — and the members of ABBA aren't actually there. ​

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Try this out on some projects or ideas you've been thinking of lately, and see what kinds of unusual results come from the exercise. What might some of these look like?

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• An ad campaign that doesn't mention the brand at all?

  
  

• A resume that doesn't list previous jobs?

  
  

• A mobile app that doesn't need the phone?

  
  

• A sales pitch that doesn't try to sell anything?

  
  

I always like to hear what people come up with during these exercises — but I'm especially curious about this one.

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