Simplify · How the Best Businesses in the World Succeed by Koch, Richard -- Read -- Imperial Library of Trantor

Index

Title Page Copyright Dedication Contents Foreword by Perry Marshall Preface by Richard Koch Preface by Greg Lockwood The Secret Red Thread How to Simplify PART ONE: GREAT SIMPLIFIERS

1. The Man Who Democratized Travel

Results Key Points

2. The Billionaire Who Travels by Bus

How Can IKEA Be So Much Cheaper? How IKEA Seduces Its Customers Results Key Points

3. The Assembly Line of Food

Results Key Points

4. Victory Over Big Brother: The Real Story of 1984

Which Type of Simplifying is Better? Results Key Points

5. The Strategy Simplifiers

Results Key Points

6. Taxi! The Brave New World of Apps

Travis Kalanick and Garrett Camp: Uber The Samwer Brothers: Easy Taxi Daniel Ek: Spotify Joe Gebbia: Airbnb Back to Uber: Results Key Points

7. The Two Strategies and Their Trade-offs

Three Precepts for the Price-Simplifier Two Precepts for the Proposition-Simplifier Making Clever Trade-Offs Virtuous Trade-Offs A Visit to London Zoo Key Points from Part One Conclusion

PART TWO: HOW TO SIMPLIFY

8. Which Type of Simplifier Will You Be?

The Attitude Test Scoring The Gap Test The Key Tests Keys in Price-Simplifying Keys in Proposition-Simplifying The Better Skills Test Key Points

9. How to Proposition-Simplify

Step One: Easier to Use Step Two: More Useful Step Three: More Aesthetically Appealing Are Free Services Price- or Proposition-Simplifying? Conclusion Key Points

10. How to Price-Simplify Part I: Product Redesign

How to Spark a Price Revolution Redesign the Product

11. How to Price-Simplify Part II: Business System Redesign and Scale Up

Redesign the Business System to Transform Your Industry Scale Up Conclusion Key Points for Chapters 10 and 11

PART THREE: SAVE THE DINOSAURS?

12. Do They Need Saving?

Warning Signals Test Key Points

13. The Weakness of Strong Firms: Five Bad Reasons Why Managers Don’t Simplify

The Overhead Trap The Cannibalization Trap The Customer Trap The Complexity Trap The Skills Trap Key Points

14. How Market Leaders Can Simplify Without Tears

Countering Price-Simplifying Countering Proposition-Simplifying Counter Price- and Proposition-Simplifying Is the Penny Dropping About Acquiring Proposition-Simplifiers? Key Points

PART FOUR: THE REWARDS OF SIMPLIFYING

15. Does Price-Simplifying Pay?

Ford McDonald’s Southwest Airlines IKEA Charles Schwab Honda

16. Does Proposition-Simplifying Pay?

Amazon Google Apple (the iPod Years) ARM Tetra Pak The Boston Consulting Group (BCG)

17. The Success of Simplifying: An Archaeological Dig

18. The Limitations, Power, and Glory of Simplifying

Are There Any Viable Non-Simplifying Strategies?

Simplifying in the Big Picture The Next Steps for Entrepreneurs Next Steps for Corporate CEOs

Endnotes Acknowledgments About the Authors Index