Insanely Simple: The Obsession That Drives Apple's Success

Insanely Simple: The Obsession That Drives Apple's Success

To Steve Jobs, Simplicity was a religion. It was also a weapon.

Simplicity isnâ€™t just a design principle at Appleâ€”itâ€™s a value that permeates every level of the organization. The obsession with Simplicity is what separates Apple from other technology companies. Itâ€™s what helped Apple recover from near death in 1997 to become the most valuable company on Earth in 2011.

Thanks to Steve Jobsâ€™s uncompromising ways, you can see Simplicity in everything Apple does: the way itâ€™s structured, the way it innovates, and the way it speaks to its customers.

Itâ€™s by crushing the forces of Complexity that the company remains on its stellar trajectory.

As ad agency creative director, Ken Segall played a key role in Appleâ€™s resurrection, helping to create such critical marketing campaigns as Think different. By naming the iMac, he also laid the foundation for naming waves of i-products to come.

Segall has a unique perspective, given his years of experience creating campaigns for other iconic tech companies, including IBM, Intel, and Dell. It was the stark contrast of Appleâ€™s ways that made Segall appreciate the power of Simplicityâ€”and inspired him to help others benefit from it.

In Insanely Simple, youâ€™ll be a fly on the wall inside a conference room with Steve Jobs, and on the receiving end of his midnight phone calls. Youâ€™ll understand how his obsession with Simplicity helped Apple perform better and faster, sometimes saving millions in the process. Youâ€™ll also learn, for example, how to:

â€¢ Think Minimal: Distilling choices to a minimum brings clarity to a company and its customersâ€”as Jobs proved when he replaced over twenty product models with a lineup of four.
â€¢ Think Small: Swearing allegiance to the concept of â€œsmall groups of smart peopleâ€ raises both morale and productivity.
â€¢ Think Motion: Keeping project teams in constant motion focuses creative thinking on well-defined goals and minimizes distractions.
â€¢ Think Iconic: Using a simple, powerful image to symbolize the benefit of a product or idea creates a deeper impression in the minds of customers.
â€¢ Think War: Giving yourself an unfair advantageâ€”using every weapon at your disposalâ€”is the best way to ensure that your ideas survive unscathed.

Segall brings Appleâ€™s quest for Simplicity to life using fascinating (and previously untold) stories from behind the scenes. Through his insight and wit, youâ€™ll discover how companies that leverage this power can stand out from competitorsâ€”and individuals who master it can become critical assets to their organizations.
Country USA
Manufacturer Portfolio
Binding Hardcover
ReleaseDate 2012-04-26
UnitCount 1
EANs 9781591844839

Country	USA
Manufacturer	Portfolio
Binding	Hardcover
ReleaseDate	2012-04-26
UnitCount	1
EANs	9781591844839

Insanely Simple: The Obsession That Drives Apple's Success

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