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’ 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.
©2012 Ken Segall (P)2012 Random House Audio
I'm a student currently taking a class of Entrepreneurship and I would recommend this book to anyone who wish to become an entrepreneur one day. It contains the key factors of why Apple is so successful as the largest startup company in the world!
I love how Steve always keep things simple. Simplicity is in Apple's DNA because every structure of the company is simplified to the minimal so Apple can function and produce the most creative work at the shortest amount of time. The theory is: greater amount of people in the meeting means greater amount of ideas, but doesn't guarantee better ideas. However, only the essential small group of smart people guarantee bester and more creative ideas. The only down pit of this method is that the CEO really has to know everything about the projects so he can decide who to go and stay. It sounds like an obvious thing for CEO to know everything but it seems like most big companies’ scale is too large that CEO cant even touch it, which is another reason to keep the company small and simple, because this way everyone knows what they are doing.
One scene when Steve is in a meeting with his essential workers and an agency company, a girl was invited by someone to join the meeting. Steve asked her why she is here and she answered that she is here only because she is invited. The girl never appear in the meetings again.
This book was a great read. It explains how simplicity is golden
Steve Jobs was a genius.
Follow your instincts
I am a designer working in Silicon Valley. As the most senior design manager at my company, I am motivated by the concepts in this book and appreciate that they were vividly delivered through case studies. I found something relevant to my work in every chapter. Additionally, hearing the author read his written words is a plus.
Let me say that I whole heartedly agree with the concept of simple and look at my business daily with the desire to simplify for a multitude of reasons and I got something of value from this book therefor I would recommend it but with one thought in mind. The author seems to spend a lot of time justifying and almost apologizing in a sense for Steve Jobs failure to treat people in a respectful manner and discipline himself to think before speaking in an abusive manner to people. One of the great qualities of leaders is the ability to communicate and make other feel a sense of worth and accomplish the desired goal or their vision or mission. It is so apparent and over played in the book that many times I almost stopped reading it altogether. It sounds like a wife apologizing for her husband beating her and saying he means well and is a good provider. I cannot take a clean glass of water and drop dirt in it and still find a way to say it is a clean glass of water. Profit does not justify every action....one act of abuse can easily wipe away ten acts of kindness. Abandon this principle in relationships and what does it matter what you accomplish. This works with two people or 10,000. I say he could have accomplished more if he had stopped himself from his indulgence that obviously gave him a small pleasure at the expense of others. Treat others in the manner you desire to be treated. As long as you can tolerate this aspect of the book and still filter out the benefits and principles of "simple" then you will find it worth reading.
When in doubt: do it yourself.
Stories about Steve Jobs and Apple
Walter Isaacson's book on Steve Jobs. Insanely Simple is a good supplement to it, a more detailed take on Steve's decision making.
The confidence in narration. Probably because he's narrating a life he lived and wrote.
Here's To The Crazy Ones.
Good stories on management and business strategy. Give this a try even if you despite Apple for whatever reason. This could be the Insanely Simple reason to change your mind.
This guy is really really full of him self but... he did have some good thoughts. If you have an extra credit to burn its worth it.
It has some great principles and a great core principle. It also has some interesting stories.
Better than the reviews I read - A lot of criticism about mentioning Steve Jobs a lot (which he does) but Apple and Jobs provide such a good example of what he's trying to put across.
Great look at the driving values behind the Apple success story. Very easy to listen to, entertaining at times and to the point. I am not a big Job's fan but came away with a lot more respect for the guy
This was a great book. I really enjoyed it. I am biased as a big fan of Apple and also President of an advertising agency. I do however think the principles of simplicity are well articulated by Ken and they can be applied to any business. The story also moves along well and is very engaging.
When Ken decides to bring forward a colleagues idea which he knows is weak (to be nice) and it puts him in the difficult position of defending it when he does not believe in it.
The repeated efforts to keep the name iMac.
No. It did make me want to apply the principles in the book to my business.
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