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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.
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.
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.
By creating cars cheap enough for almost anyone to buy, Henry Ford built a billion-dollar company.
These two strategies for growing a successful business are very different. Find out which would be a good match for you.