‘Less’ is the clarion call of 37 Signals. It embodies its creed: a single word, a single syllable. Strunk and White’s classic, The Elements of Style, has this to say.

A sentence should contain no unnecessary words, a paragraph no unnecessary sentences, for the same reason that a drawing should have no unnecessary lines and a machine no unnecessary parts. This requires not that the writer make all sentences short, or avoid all detail and treat subjects only in outline, but that every word tell.

The problem with ‘Less’ is that it relies on explanation, on prior statements, on a philosophy already in place. It is a shorthand, a code, and as that, it is highly effective. A single word, in a certain context, carries a weight of meaning.

However, by itself it is useless for evangelising. It needs to be backed up with that philosophy, contrasted with all those situations that have too much of something. Too much interference, too many features, too many goals, too many people to keep happy.

What does ‘Less’ mean? Enough, and no more.