Book of the Week: 'Simplify' Take your business from startup to game-changer.

By Vanessa Campos Dec 13, 2019

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Investor and successful entrepreneur Richard Koch and venture capitalist Greg Lockwood have spent years researching what makes successful companies -- IKEA, Apple, Uber and Airbnb, among others -- achieve game-changing status. The answer is: They Simplify.

Taking the principle one step further, Koch has identified that companies will either be price simplifiers -- e.g. flying a budget airline stripped of extras that still takes you from point A to B -- or proposition simplifiers, such as Apple, defined by its easy-to-use products for a large market willing to pay a premium. In Simplify, you'll learn how to:

• Decide which simplifying strategy is the best option for your business.
• Model your business as a price or proposition simplifier.
• Make your products and services more useful and better looking.
• Redesign your business process and transform your industry in nine steps.
• Implement the three fundamental principles to sparking a price revolution.

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Vanessa Campos

Entrepreneur Staff

Sales and Marketing Director

Vanessa Campos is the sales and marketing director of Entrepreneur Press, Entrepreneur Media's book publishing division. She's worked with more than 50 authors and has helped launch more than 100 business books and counting.

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