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Rule 11 USE BEAUTY AS A YARDSTICK

The world’s greatest scientists, philosophers, and artists agree: If an idea isn’t beautiful, it probably isn’t innovative. They’re putting a special spin on the concept of beauty by defining it as a quality of wholeness, or harmony, that generates pleasure, meaning, and satisfaction. A beautiful idea is often a great idea.

While beauty can’t be reduced to a pat formula, it can be understood by seeing it as a system containing three interactive elements: surprise, rightness, and elegance.

In everything we experience as beautiful, there’s a moment of surprise when we first encounter it. Surprise is the jarring ...

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