The basics of simplicity: Simplicity. Why people fear it so much -- Common sense. It can make things simple -- Complex language. It can cloud people's minds -- Management issues: Information. Too much can confuse you -- Consultants. The source of a lot of nonsense -- Competitors. Simply think of them as the enemy -- Strategy. It's all about differentiation -- Customer orientation. It's a given, not a difference -- Annual budgets. A simple way to maximize your dollars -- Prices. Simple guidelines to get them right -- Leadership issues: Mission statements. All they add is needless confusion -- Leadership. It's about leading the charge -- Long-term planning. It's just wishful thinking -- Organization. The simpler, the better -- Marketing. It's turning simple ideas into strategy -- New ideas. Something borrowed is simpler -- Goals. They sound nice but accomplish little -- Growth. It can be bad for your business -- People issues: Motivation. Effort alone is not the answer -- Self-improvement. It's the emperor's new clothes -- Success. It's about finding a horse to ride -- The critics. Being simple will not be easy -- In conclusion: Simplicity. Its power is alive and well

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