The Reductionist is Jef Loeb, the Western world’s foremost authority on simplicity. Jef received his Masters in Reductionism from a University in California. His final thesis was the now-legendary dissertation, “The Effect of One Ear on Van Gogh’s Art.” 

Following his Ph.D. in Minimalism, Dr. Loeb joined the faculty at The New School in Mumbai, India where he discovered and trademarked a process to prevent madras fabrics from “bleeding.”

Upon his return to North America, Jeff (as he was known at the time) legally changed his first name to “Jef,” eschewing the unnecessarily redundant second “f.” It was then Jef entered the field of archaeology where he discovered that early hominids actually had 6 toes and fingers. As a result, Jef re-invented the decimal system, his greatest achievement.

Jef, did not choose marketing as his next endeavor. Instead it chose him. By happenstance.

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