Richard Koch

How Uber Used a Simplified Business Model to Disrupt the Taxi Industry

By offering all three benefits of a price- and proposition-simplifier, Uber's founders were able to create a service no one knew they needed.

Richard Koch

· 7 min read

How a Price Simplifying Epiphany Turned IKEA Into a Billion-Dollar Business

A brainstorm turned Ingvar Kamprad, the founder of IKEA, from a mail-order business owner into an entrepreneur who turned the furniture industry upside down.

Richard Koch

· 8 min read

5 Ways to Increase Your Sales and Make Your Products Easier to Use

The first step in proposition-simplifying is to make the product you sell easier for your customers to use. Here are five ways to make that happen.

Richard Koch

· 6 min read

How Ford Created a Huge Market by Lowering its Prices

By creating cars cheap enough for almost anyone to buy, Henry Ford built a billion-dollar company.

Richard Koch

· 8 min read

Price Simplifying Vs. Proposition Simplifying: Understanding Your Options

These two strategies for growing a successful business are very different. Find out which would be a good match for you.

Richard Koch

· 8 min read