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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 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.
'A blueprint for running a
company the Steve Jobs way ... should be required
reading for anyone interested in management and
marketing' The Times
'Punchy ... Segall gets
inside Apple's branding and marketing to explain its
directness and power' Financial Times
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
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