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
This book reveals the inner workings of Apple like no other book I've come across and it can be really useful for your own business. Ken Segall gives lots of hands on tips and references that are well worth a relisten and summarize the most important aspects again in the end of the book. Learn how to avoid the traps of complexity and how to gain from the power of simplicity.
Its hard to say. While I liked the content of the book, Ken Segall spends way too much time explaining and reminding us of:
1. Proximity to Steve Jobs
2. How long he worked with Steve Jobs
3. Basking in the after-glow of Steve Jobs
The intro and Chapter 1 was enough, we get it. Now get on with the actual "meat" of the book.
Insight into the Steve Job's mentality and the war stories of those who worked/lived with his "genius." The least interesting was the amount of time the author spent repeating how long and intimately he worked with Steve Jobs.
The voice wasn't as smooth as a professional reader in some parts, but it was okay.
The author worked with Steve Jobs for over a decade on marketing campaigns, so he has had a lot of interactions with him. The book illustrates how Steve Jobs was able to push people to create simply elegant products. He didn't waste his time in dressing up how to say or do something to avoid hurting someone's feelings. He had laser focus on simplicity and quality. While it's not the most comforting situation to be the recipient of Job's tirade, at the end it usually lead to a superior product.
This was a great follow up to listening to Steve Jobs by Walter Isaacson. It seemed to get into a specific component of the Steve Jobs story and add to it in a way that was compelling and different.
The examples & stories of Ken Segall's interaction & decision making in Apple.
How much impact "Simplicity" has in every day working and how 'Simple' is is also a difficult objective to achieve. Once achieved, 'simple' can do wonders to life, customers and business
The narration of stories & live examples
Passion for simplicity
This book is wonderful essay on the vision and product portfolio of Apple based on "simplicity". Probably, this is the greatest secret behind Apple's great success in business and peoples' great satisfaction on Apple products. I was surely able to relate the simplicity in my iPhone as i listened to the audio. Unfortunately, I find iTunes is not so simple to use. Three features in iPhone that I felt missed in iPhone was: (i) Reply to all attendees of a meeting from the calendar meeting request (ii) Saving specific SMSes and emails permanently in iPhone (iii) iPhone as a tourch light application
Narration by the author.
Too many to list - excellent book whether you're an Apple fan or not.
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.
"An obsession with Apple that blurs any story!"
Not the best use of time, sounds like someone is cashing in on Steve Jobs success while slating every other tech company.
This guy is an apparent Apple fan boy which makes the book very one sided, it's hard to gain any insights while someone is so in love with the subject matter. Any real business insight is blurred.
I'm not much of an Apple fan but i can respect what it has done and how it did. I would go read/listen to Steve Jobs Autobiography which is a million times better than this book and you will learn something reading that.
In the true spirit of the book I can only say this...."Simply brilliant!".
I've been implementing many of the ideas for a while in my businesses but now realize I need to take 'simplicity' even further.
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