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PART ONE

Great Simplifiers

We start by looking at some of the best examples of simplifying that our research uncovered. There are plenty of recent examples of great simplifying, but we also present quite a few cases that date back many decades. Some of you may question the value of “ancient” business history. But we would turn the question around and ask, “Where are we likely to find the simplifiers who have had the most impact on the world?” Admittedly, some of these are relatively modern — Apple, Google, eBay, Amazon.com, and we believe that Uber will make it into that pantheon before long. But other examples, such as Ford and McDonald’s, started a long time ago. As we will see, the most valuable simplifiers are often those that have proven track records of growth and staying power over many decades. Their successful methods have been followed by more recent simplifiers . . . and you can follow, too.