Simplify (Richard Koch)
Problem
Extra features make products harder to use.
Action
Remove every feature, step, or part that does not support the main customer need.
Outcome
The product becomes easier to use.
Chapter: Proposition simplification - Step one: Easier to use - Eliminate
Problem
Confusing products slow people down.
Action
Design each interaction so people know what to do without instructions.
Outcome
People start using the product more quickly.
Chapter: Proposition simplification - Step one: Easier to use - Make intuitive and easier
Problem
Slow products frustrate customers.
Action
Remove delays from the product's main experience.
Outcome
Customers complete tasks faster.
Chapter: Proposition simplification - Step one: Easier to use - Make faster
Problem
Large, heavy products reduce convenience.
Action
Reduce the product's size or weight without compromising its core value.
Outcome
Customers can use the product in more places.
Chapter: Proposition simplification - Step one: Easier to use - Make smaller / lighter / more portable
Problem
Customers cannot buy products that are difficult to obtain.
Action
Make the product easier to find, buy, or receive.
Outcome
More customers can obtain the product.
Chapter: Proposition simplification - Step one: Easier to use - Make easier to obtain
Problem
One performance level does not suit every customer.
Action
Offer products with different levels of capability.
Outcome
Customers can choose the option that fits their needs.
Chapter: Proposition simplification - Step two: More useful - Vary performance - Make more or less powerful
Problem
Poor quality reduces customer confidence.
Action
Improve the product where customers most value quality.
Outcome
Customers trust the product more.
Chapter: Proposition simplification - Step two: More useful - Improve quality
Problem
Extra features often make products harder to use.
Action
Add new capabilities that remain simple to understand and use.
Outcome
Customers gain more value without more effort.
Chapter: Proposition simplification - Step two: More useful - Add new capabilities without adversely affecting ease of use
Problem
One product cannot serve every customer well.
Action
Provide a clear range of products to meet different customer needs.
Outcome
More customers find a suitable solution.
Chapter: Proposition simplification - Step two: More useful - Provide a wider range of products
Problem
Standard products do not fit every preference.
Action
Allow customers to customize important parts of the product.
Outcome
Customers receive a better personal fit.
Chapter: Proposition simplification - Step two: More useful - Personalize
Problem
Poor design reduces customer interest.
Action
Make the product visually appealing through simple, thoughtful design.
Outcome
Customers are more willing to choose the product.
Chapter: Proposition simplification - Step three: More aesthetically appealing - More aesthetically appealing
Problem
Low-value features increase product cost.
Action
Keep only the features that customers truly need.
Outcome
The product becomes more affordable.
Chapter: Price simplification - Simplifying product redesign - Subtract features
Problem
Too many product versions increase complexity.
Action
Limit the product range to the most valuable options.
Outcome
The business operates more efficiently.
Chapter: Price simplification - Simplifying product redesign - Reduce variety
Problem
Customers expect strong value for the price.
Action
Include low-cost improvements that customers can easily appreciate.
Outcome
The product delivers greater perceived value.
Chapter: Price simplification - Simplifying product redesign - Add cheap benefits
Problem
Manual routine work increases operating costs.
Action
Use automation for repeatable business activities.
Outcome
The business operates more efficiently.
Chapter: Price simplification - Business system redesign - Automate
Problem
Doing every activity internally creates unnecessary cost.
Action
Use specialized partners for work they can perform better.
Outcome
The business uses resources more effectively.
Chapter: Price simplification - Business system redesign - Orchestrate
Problem
The business spends resources on work customers can do themselves.
Action
Design the process so that customers can perform simple activities.
Outcome
Operating costs decrease.
Chapter: Price simplification - Business system redesign - Co-opt customers
Problem
Middlemen increase costs and reduce control.
Action
Build direct sales channels whenever practical.
Outcome
The business keeps more value from each sale.
Chapter: Price simplification - Business system redesign - Sell direct
Problem
Complex technology increases cost and maintenance.
Action
Choose the simplest technology that meets the customer need.
Outcome
The business becomes easier to operate.
Chapter: Price simplification - Business system redesign - Use simpler technology
Problem
Complex business models are difficult to scale internationally.
Action
Use a single, simple operating model that can be replicated across markets.
Outcome
International expansion becomes easier.
Chapter: Price simplification - International scale-up