Use restrictions.

We all know that inmates can make weapons out of a bar of soap or a spoon. They get what they need from what they have. Okay, I’m not saying you should go out and hurt someone, but be creative, and you’ll be amazed at what you can create with just a little.

Writers have always used constraints to inspire their creativity. Shakespeare chose very specific limitations for his sonnets (14 lines of iambic pentameter with a specific rhythmic pattern). Haikus and limericks also follow strict rules, resulting in magnificent creative outcomes. Maxim Gorky and Ernest Hemingway found that by limiting themselves to simple and clear language, they could achieve maximum impact on the reader. Just look at the poetry of V. Vysotsky. It is remarkable in that it is practically conversational language, miraculously woven into rhyme.

What heights did the creativity of poets and writers reach during the times of censorship, when there were restrictions and people’s art manifested in the ability to navigate around them, leaving much unsaid between the lines? The flourishing of M. Zhvanetsky’s work is a prime example of this.
The longest-running television games, “KVN” and “What? Where? When?” are also a magnificent example of creativity born from constraints. The latter game is a prime example of simplicity and limitations—there’s a question and a minute to answer it. Moreover, the host diligently creates and maintains an atmosphere of restrictions.

Southwest Airlines, unlike many other companies, exclusively uses Boeing 737s. As a result, every pilot and ground staff member can operate any flight within the airline. Additionally, the spare parts in the airline’s inventory are compatible with all of its aircraft. All of this translates to lower costs and a business that is easier to manage. They have leveraged these limitations to simplify their operations.

When the company 37signals was creating its first product, Basecamp, it faced a number of serious limitations. They needed the program’s design to match the style of the existing client, there was a seven-hour time difference between the main team members, a small team, and no external input. These constraints forced them to make the product as simple as possible.

Currently, they have more resources and people, yet they continue to impose limitations on themselves. For example, they always ensure that no more than two people work on a project. They consistently restrict additional features of their software. By setting up these barriers, they have managed to make their products the most well-known and sought-after in the market.
Think about how you can use limitations in your business. These could be constraints that you can sell to your clients. If a client knows that they will find certain things with you, and that they won’t find others because you intentionally don’t offer them, it will help you stay focused and have a more loyal customer who knows exactly what to expect from you.