Читать книгу Simplify - Richard Koch - Страница 5

Оглавление

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

How Do the Companies Fare in Terms of Increasing Their Market Value?

How Do the Companies Fare in Terms of Annual Increase in Value?

How Do the Companies Fare in Terms of Outperformance of Their Rivals?

Industry-Wide Simplifying

Conclusions

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

Simplify

Подняться наверх