The feather principle advocates creating solutions that are simple yet have a big impact. It is explained that while a feather seems simple, it can do many things from insulation to amusement. Examples of products and ideas that follow the feather principle include ziplock bags, post-it notes, duct tape, text messaging, 2x2 grids, and rapid prototyping. These solutions are deemed the winners of the future because their simplicity leads to breakthrough impact.