We love iconic German industrial designer Dieter Rams. In this two-minute film, Vitsoe managing director Mark Adams discusses Dieter Rams’ principles of good design, illustrating each with real-life examples of products Rams designed.

The beauty of a really well-conceived system is that the parts are mutually interchangeable but they are discrete from one another and therefore improvements can constantly be made.”

Rams’ philosophy is so insight-rich and rooted in human behavior that its core principles extend far beyond the design silo and apply to everything from entrepreneurship to leadership to personal growth. For full immersion in his landmark thinking, we highly recommend Less and More: The Design Ethos of Dieter Rams.