John Haggarty talk

Sir John Heggarty gave us a talk on Thursday, his background is in advertising, but it was still interesting to see what he said about concept and how he comes up with his ideas. He talked about the power of strategy, the power of truth and the power of irreverence, but i think the most interesting thing he said was the power of deduction.The idea of deduction is also very relevant to my FMP.
He talked about reducing things down and said that simplicity was something that we are absolutely obsessed, simple strap lines & simple images. He said all great ideas come from presenting reduced information. He stated simplicity allowed us to see the essence of an idea, it allowed for no sloppiness, and makes ideas really sharp. I suppose this opinion is very true for advertising, but is it the same for design? I intend to send him an interview asking him some further questions on the subject of deduction.
I didn't agree with everything Heggarty said , but i think his ideas in deduction are interesting.