Book description
'Simple can be harder than complex. You have to work hard to get your
thinking clean to make it simple. But it's worth it in the end,
because once you get there, you can move mountains'
Steve Jobs, BusinessWeek, May 25, 1998
To Steve Jobs, Simplicity wasn't just a design principle. It was a
religion and a weapon. The obsession with Simplicity is what separates
Apple from other technology companies. It's what helped Apple recover
from near death in 1997 to become the most valuable company on Earth
in 2011, and guides the way Apple is organized, how it designs
products, and how it connects with customers. It's by crushing the
forces of Complexity that the company remains on its stellar trajectory.
As creative director, Ken Segall played a key role in Apple's
resurrection, helping to create such critical campaigns as 'Think
Different' and naming the iMac. Insanely Simple is his
insider's view of Jobs' world. It reveals the ten elements of
Simplicity that have driven Apple's success - which you can use to
propel your own organisation. Reading Insanely Simple, you'll
be a fly on the wall inside a conference room with Steve Jobs, and on
the receiving end of his midnight phone calls. You'll understand how
his obsession with Simplicity helped Apple perform better and faster.
Ken Segall worked closely with Steve Jobs as ad agency creative
director for NeXT and Apple. He was a member of the team that created
Apple's legendary 'Think Different' campaign, and he's responsible for
that little "i" that's a part of Apple's most popular
products. Segall has also served as creative director for IBM, Intel,
Dell, and BMW. He blogs about technology and marketing at kensegall.
com/blog, and has fun with it all at scoopertino. com. Follow Segall on
Twitter: @ksegall
