Simplify

Koch, RichardRichard Koch is the author of The 80/20 Principle, which has sold more than a million copies and been published in approximately forty languages.

He is also a successful entrepreneur and investor, whose ventures have included Filofax, Plymouth Gin, Belgo restaurants and Betfair, the world's largest betting exchange.

He was formerly a partner of Bain & Company, and co-founder of LEK Consulting. He has written more than twenty acclaimed books on business and ideas.Lockwood, GregGreg 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.

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: 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 analyse any company's potential to simplify, and enrich the world.

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.