Author: Richard KochGreg Lockwood/Publisher: HachetteYear: 2016Language: EnglishPages: 305ISBN/UPC (if available): 9780349411842
For the past forty years, Richard Koch has worked to uncover simple and elegant principles which govern business success. To qualify, a principle must be so overwhelmingly powerful that anyone can reliably apply it to generate extraordinary results. Working with venture capitalist Greg Lockwood and supported by specially commissioned research from OC&C Strategy Consultants, Koch has now found one elemental principle that unites extraordinarily valuable companies as diverse as IKEA, the Boston Consulting Group, Honda and Uber: simplifying. Some firms simplify on price - consider budget flights stripped of all extras that still take you from A to B - creating new, huge mass markets for their wares. Others, such as Apple, simplify their proposition, bringing a beautifully easy-to-use product or service to a large premium market. How can your business become a simplifier? With case studies of some of the most famous firms of the last hundred years, from finance to fast food, this enlightening book shows how to analyze any company's potential to simplify, and enrich the world.
ContentsPreface by Richard Koch Preface by Greg Lockwood The Secret Is Out! PART ONE: GREAT SIMPLIFIERS 1 The Man Who Democratized Travel2 The Billionaire Who Travels by Bus3 The Assembly Line of Food 4 Victory over Big Brother: The Real Story of 1984 5 The Strategy Simplifiers6 Taxi! The Brave New World of Apps7 The Two Strategies and Their Trade-offs PART TWO: HOW TO SIMPLIFY 8 Which Type of Simplifier Will You Be?9 How to Proposition-Simplify10 How to Price-Simplify I: Product Redesign11 How to Price-Simplify II: Business System Redesign and Scale Up PART THREE: SAVE THE DINOSAURS? 12 Do They Need Saving? 13 The Weakness of Strong Firms: Five Bad Reasons Why Managers Don't Simplify 14 How Market Leaders Can Simplify without Tears PART FOUR: THE REWARDS OF SIMPLIFYING 15 Does Price-Simplifying Pay? 16 Does Proposition-Simplifying Pay? 17 The Success of Simplifying: An Archaeological Dig 18 The Limitations, Power and Glory of Simplifying The Next Steps for Entrepreneurs and Corporate CEOs Endnotes Acknowledgements Index