Insanely Simple: The Obsession That Drives Apple's Success

Author(s): Ken Segall


"Simple can be harder than complex. You have to work hard to get your thinking clean to make it simple. But its 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 a 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 organization. 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.


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Ken will be hot property when he visits London on publication. As one of Steve Job's key lieutenants he offers a unique insider perspective on Apple. We'll target a mix of lifestyle, tech and business media including BBC Radio (Today, Richard Bacon, Steve Wright, Simon Mayo), Channel 4 News, the Sunday Times, G2 and Wired. We'll also introduce Ken to London's tech community at selected events.

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, and has fun with it all at Follow Segall on Twitter: @ksegall

General Fields

  • : 9780670921188
  • : Penguin Putnam Inc
  • : Viking Press Inc
  • : May 2012
  • : 234mm X 153mm X 17mm
  • : United States
  • : July 2012
  • : books

Special Fields

  • : Ken Segall
  • : Paperback
  • : 712
  • : 658.4094
  • : 240