The untold story: creating simple high value innovations.

This book presents a five-step method to create high worth non-technical innovations through:

1. Focus on simplicity (which as said is the ultimate sophistication);
2. Opportunities that come to us(instead of having actively to look for them);
3. Adapting solutions already in use elsewhere (rather than constructing them anew);
4. Testing consumers actions and emotions (in lieu of words or thoughts); and finally
5. Entering the market in an inexpensive way and with minimal risk.

Examples are numerous. Some are unicorns (valued at one or more billion dollars): Spanx, Rent the Runway, Dollar Shave Club, GymShark, Gousto, Athletic Greens, Havaianas, etc.Others are in the multitude of millions: Knix, Drop Stop, Pouchee, Lisa Gable Accessories, Readerest, SafeGrabs, Chawel and so on.

This book presents what is common among hundreds of such innovations, shared by all in a sequence of steps called the PISA method.

So, in a certain sense this book was written by those entrepreneurs who achieved financial independence and changed the lives of others by solving complexity through simplicity.That is the quiet revolution underway which falls below the radar and therefore is an untold story.