Simplify: How the Best Businesses in the World Succeed

by Richard Koch

those who bring extraordinary value-for-money to millions. This is the cult of the simplifier.

The less complex an article, the easier it is to make, the cheaper it may be sold, and therefore the greater number may be sold.1

organize the delivery of the product in a different way that allows much higher volume and greater efficiency

Proposition-simplifying creates a large market that did not previously exist in the same form, or at all.

increase your product’s quality, utility and ease of use if this can be done without