Simplify

Nearly all of the great success stories of the twentieth century--right up to the present day--are stories of simplifying.

Over the last 40 years Richard Koch has worked to uncover the simple principles and strategies behind every successful business. With the help of venture capitalist Greg Lockwood and supported by research from OC&C Strategy Consultants, Koch has uncovered the one uniting principle behind successful companies such as IKEA, the Boston Consulting Group, Honda, and Uber: Simplify.

Taking the principle one step further, Koch has identified that companies will either be price simplifiers--consider flying a budget airline stripped of all the extras that still takes you from point A to point B--or proposition simplifiers--such as Apple with their easy-to-use products for a large market willing to pay a premium.

In this book, Koch and Lockwood dissect case studies to share the secrets behind the great simplifiers of business. You’ll learn how to:
- Decide which simplifying strategy is the best option for your business
- Model your business as a price or proposition simplifier
- Make your products and services more useful and better looking
- Spike demands and create markets that didn’t exist before
- Redesign your business process and transform your industry in nine steps
- Implement the three fundamental principles to sparking a price revolution

Are you ready to become the next market leader? Start simplifying today.

Richard Koch is an entrepreneur who has made over ＄300 million from starting businesses and investing in early stage venture capital. His businesses have included Filofax, Plymouth Gin, Belgo Restaurants, Betfair, FanDuel, and Auto1. Formerly he was a consultant with the Boston Consulting Group and a partner of Bain & Company before co-founding LEK Consulting. He is author of many books on business and ideas, including The 80/20 Principle, which has sold over a million copies and been translated into 35 languages. Richard wrote the foreword to the Entrepreneur Press bestseller, 80/20 Sales and Marketing by Perry Marshall.

Greg Lockwood is a founder of Piton Capital, a London-Based venture capital firm that invests in businesses with network effects. He has a Masters of Management degree from the Kellogg Graduate School of Management, and is the co-author of Superconnect with Richard Koch.

Perry Marshall is the #1 author in the world for independent advice on Google’s advertising system. His book The Ultimate Guide to Facebook Advertising is similarly respected in its realm, and 80/20 Sales and Marketing is the definitive text of its kind.