- think IT - simplify IT - create IT = EQUIT It may seem counter-intuitive, but in a business environment that usually hypes “more, more, more,” people are increasingly opting for less. They’re responding to products and technology with simpler features. What’s required is not only creativity but also an open mindset, a sensitivity to what people actually need (as opposed to what they’re currently getting) and a willingness to cast off business-as-usual practices and approaches. We use the term "breakthrough simplicity" to describe our approach to innovation that is rooted in finding new ways to make everything simpler. It’s a way of thinking that enables us to envision and pursue a wide range of possibilities that can lead to major improvements for our clients.