How to Simplify on Proposition

Key points


  1. It’s about radical total redesign, so that the product or service is easier to use, more useful, and more beautiful.

  2. Increase ease of use, making your product or service a joy to use.

  3. Art – the emotional connection to the user – is the third weapon in your armoury. The best propositions not only wow; they also make the product or service more intuitive.


Proposition simplifying can lead to huge increases in sales and profits, perhaps sustained over a decade or more. But the greatest challenge is staying ahead of imitators. The timescale for a secure lead with new products appears to be shortening. Constant innovation is necessary for sustained success..

Next: Proposition Simplification in Practice