Companies are ever striving for profitability. And in doing so try to reduce the complexity they have been building up during the last years. The crucial question though is how to go about it. Apostolatos, Olovsson, Kotlik and Keizers discuss the various types of complexity and offer three basic ways to address complexity: by eliminating complexity that customers will not pay for, by exploiting to the fullest complexity that customers will pay for, and by reducing to the minimum the costs of any complexity companies offer.