Use radical simplicity to set the market pace and force competitors to react
You can either set the pace in your market or be the one to react. By making your offering dramatically simpler, you force the market to respond to you rather than the other way around.
When to use
When competing against complex incumbents; when defining pricing or product positioning
Don't do this
Matching competitor complexity feature-for-feature instead of redefining the game
5 Founders Who Did This
Google Apps launched against Microsoft Office with one price of $50/employee/year versus Microsoft's 20-page price list - the decision took about half an hour
Used radically simple vote-based ranking while Digg relied on complex editorial curation
Used radical simplicity: flat monthly fee, one request at a time, no contracts, no meetings, pause anytime. Stripped away all traditional agency complexity.
Reduced payment integration from weeks to 7 lines of code by designing a radically simple API that required understanding only a few basic concepts
Cut complex features (real-time updates, keyword finders, multiple writing modes) down to simple autocomplete. For weeks they'd cut something out and conversion rate wouldn't change, proving the features were unnecessary.