For the past forty years, Richard Koch has worked to uncover simple and elegant principles which govern business success. To qualify, a principle must be so overwhelmingly powerful that anyone can reliably apply it to generate extraordinary results.

Working with venture capitalist Greg Lockwood, Koch identifies one elemental principle that unites extraordinarily valuable companies such as IKEA, Honda and Uber: simplifying. Some firms simplify on price consider budget flights stripped of all extras that still take you from A to B creating new, huge mass markets for their wares. Others, such as Apple, simplify their proposition, bringing a beautiful, easy-to-use product or service to a large, premium market.

How can your business become a simplifier? With case studies of some of the most famous firms, from finance to fast food, this enlightening book shows how to analyse any company's potential to simplify, and enrich the world.