Insanely Simple: The Obsession That Drives Apple's Success

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9780670921195: Insanely Simple: The Obsession That Drives Apple's Success

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

Simplicity isn’t just a design principle at Apple—it’s a value that permeates every level of the organization. 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.

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

It’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 Apple’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 Apple’s ways that made Segall appreciate the power of Simplicity—and inspired him to help others benefit from it.

In 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, sometimes saving millions in the process. You’ll also learn, for example, how to:

· Think Minimal: Distilling choices to a minimum brings clarity to a company and its customers—as Jobs proved when he replaced over twenty product models with a lineup of four.
· Think Small: Swearing allegiance to the concept of “small groups of smart people” raises both morale and productivity.
· Think Motion: Keeping project teams in constant motion focuses creative thinking on well-defined goals and minimizes distractions.
· 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.
· Think War: Giving yourself an unfair advantage—using every weapon at your disposal—is the best way to ensure that your ideas survive unscathed.

Segall brings Apple’s quest for Simplicity to life using fascinating (and previously untold) stories from behind the scenes. Through his insight and wit, you’ll discover how companies that leverage this power can stand out from competitors—and individuals who master it can become critical assets to their organizations.

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About the Author:

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.

From Booklist:

Segall worked with Steve Jobs for 12 years, as creative director at Apple and NeXT Computer, and also spent time as agency global creative director at Dell, IBM, Intel, and BMW. As the man who came up with the iconic iMac name, which launched one of the most successful product lines in history, Segall played a pivotal role in reviving Apple from near death. His close working relationship with Jobs allows him to provide insight into how Jobs’ obsession with simplicity became the driving force that informs every decision the company makes to this day, from product design to advertising, even down to the packing boxes. Segall contrasts this Apple mind-set with those of companies like Dell, Intel, and Microsoft, where complexity and a dizzying array of product choices only serve to confuse and distract customers. His recounting of high-level meetings, ad campaigns, and product-naming sessions reveals much about how Jobs’ unyielding, brutally honest approach pushed aside rivals, teams of lawyers, and everyone else who said it couldn’t be done to remake Apple into one of the most admired and valuable companies in the world. --David Siegfried

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Descripción Portfolio, 2013. Estado de conservación: New. 2013. Paperback. 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. This title reveals the ten elements of Simplicity that have driven Apple's success - which you can use to propel your own organisation. Num Pages: 256 pages. BIC Classification: 1KBB; KJC; KNTX. Category: (P) Professional & Vocational; (U) Tertiary Education (US: College). Dimension: 135 x 197 x 16. Weight in Grams: 186. . . . . . . Nº de ref. de la librería V9780670921195

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Descripción Portfolio. Estado de conservación: New. 2013. Paperback. 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. This title reveals the ten elements of Simplicity that have driven Apple's success - which you can use to propel your own organisation. Num Pages: 256 pages. BIC Classification: 1KBB; KJC; KNTX. Category: (P) Professional & Vocational; (U) Tertiary Education (US: College). Dimension: 135 x 197 x 16. Weight in Grams: 186. . . . . . Books ship from the US and Ireland. Nº de ref. de la librería V9780670921195

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Descripción Paperback. Estado de conservación: New. Not Signed; Ken Segall put the 'i' in iPad. Now he explains why simplicity is the secret of Apple's success in Insanely Simple.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 wha. book. Nº de ref. de la librería ria9780670921195_rkm

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