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Simplify: How the Best Businesses in the World Succeed by Richard Koch Greg Lock


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Simplify: How the Best Businesses in the World Succeed 
by Richard Koch (Author), Greg Lockwood (Author)
Paperback – 12 April 2016
For the past 40 years Richard Koch has wanted to uncover the simple, elemental, elegant and parsimonious principles that are needed to create great new businesses. To qualify, a principle must be so overwhelmingly powerful that anyone can reliably use it towards extraordinary results. Is there any principle that can tell you how to do that consistently and with a high chance of success?
Working with venture capitalist Greg Lockwood, his co-author on Superconnect, and supported by research from the elite firm of OC&C Strategy Consultants, Koch has the answer.
The principle Koch and Lockwood have discovered behind extraordinarily successful businesses is simplifying. Some simplify on price – take Ryanair’s budget flights which still take you from A to B, but so cheaply that nearly everyone can afford them, multiplying the size of their market – and some simplify on proposition, such as Apple’s decision to cut down on the number of their product lines and focus on perfecting only a few devices.
With case studies of famous companies in all different industries from finance to fast food, the authors show how anyone can analyse their business’s potential to become a simplifier, and which route they should take to maximise the impact.

It’s a devastating insight. The key to global business success is to simplify a company’s offering. To make it easier, more useful, more appealing. Koch and Lockwood make a compelling case, in this must-have book. — Lord Chris Smith ― Master of Pembroke College, Cambridge University
A remarkable job – not only in explaining the principle, but in walking the talk: the book is simple too. Great stories, great ideas, and lots of practical advice for managers and entrepreneurs — Professor Andrew Campbell ― Ashridge Strategic Management Center
Koch practises what he preaches. He simplifies the essence of Bruce Henderson and Michael Porter for a much wider audience. — Dr Peter Johnson ― Fellow of Exeter College, Oxford University
About the Authors

Richard 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.
Greg 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.
Product details
  • Publisher ‏ : ‎ Piatkus; 1st edition (12 April 2016)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 336 pages
  • ISBN-10 ‏ : ‎ 0349411840
  • ISBN-13 ‏ : ‎ 9780349411842
  • Dimensions ‏ : ‎ 15.1 x 3 x 23.3 cm

Additional information

Weight 0.500 g
Dimensions 25 × 15 × 5 cm
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Custom Bundle


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Intended Audience

Adults, Young Adults



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Business, Economics & Industry


Setting up Business, Success

Country/Region of Manufacture

United Kingdom


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