Читать книгу Simplify - Richard Koch - Страница 5
ОглавлениеContents
Foreword by Perry Marshall
Preface by Richard Koch
Preface by Greg Lockwood
The Secret Red Thread
PART ONE: GREAT SIMPLIFIERS
1 The Man Who Democratized Travel
2 The Billionaire Who Travels by Bus
How Can IKEA Be So Much Cheaper?
How IKEA Seduces Its Customers
3 The Assembly Line of Food
4 Victory Over Big Brother: The Real Story of 1984
Which Type of Simplifying is Better?
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
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
