The art of simplicity is a puzzle of complexity…

Or as our product developer Martin put it, when asked what may give rise to challenges in the developing process:

Keep it simple, stupid… (KISS)

Here is a glimpse directly into the engine room of Pure Algae, where Mads, project development lead and Martin is currently working on assembling our patented seaweed nursery unit for the Danish seaweed company Dansk Tang to test.

At Pure Algae we work to have an error tolerant mindset, because we realize that ‘trial and error’ is the only way to achieve high quality results. This is the reason why I asked my two team members which part of their work may sometimes cause them difficulty.

Although usually very humble and a little shy, the first answer I got was “nothing right now actually. Things are going unexpectedly well right now. But that is probably also because we abide by the KISS-rule.”

And then I probably looked at them a little dimly– You see, I never saw the sitcom called The Office like many others – and I had no idea what he was talking about. So, for all of us that missed the show in the 00s and up:

The KISS-rule is basically just keeping the design process as simple as possible. Design development is most often done in a helix – returning to the same point continuously to make sure no optimization or simplification is neglected.

In the end the biggest challenge for Mads and Martin is to allow room for their dreams and visions, while at the same time being selective about which of them to pursue purposefully.

So, in other words, the art of simplicity is actually quite a complex puzzle – also for the product developers at Pure Algae…