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The bestselling author of The 80/20 Principle reveals the powerful principle of simplifying as a strategy for any company to create new markets and soaring profits.

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The author of the bestselling The 80/20 Principle reveals a powerful new strategy for any company

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, Koch has now found one elemental principle that unites extraordinarily valuable companies such as IKEA, 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 beautiful, 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, from finance to fast food, this enlightening book shows how to analyse any company´s potential to simplify, and enrich the world.

´There are few books and even fewer concepts that can truly revolutionize a business, a product and an industry. Richard Koch´s Simplify is a book that will forever change the landscape of business´
George Contos, CEO of World Wide Metric and author of Growing Up Metric

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It´s a devastating insight. The key to global business success is to simplify a company´s offering. To make it easier, more useful, more appealing. Koch and Lockwood make a compelling case, in this must-have book. Lord Chris Smith Master of Pembroke College, Cambridge University

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Koch, Richard
Richard Koch is a millionaire entrepreneur who has started or turned round a number of successful companies, including Belgo Restaurants, Filofax, Zoffany Hotels and Betfair. He is also the author of 13 highly acclaimed non-fiction books.

Lockwood, Greg
Greg Lockwood is a partner at venture capital firm Piton Capital. He has a Masters of Management degree from the Kellogg Graduate School of Management, and is the co-author of SUPERCONNECT with Richard Koch.

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