Insanely Simple

The Obsession that Drives Apple's Success

By: Ken Segall

Narrated by: Ken Segall

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

Critic reviews

"A blueprint for running a company the Steve Jobs way...should be required reading for anyone interested in management and marketing." (The Times, London)

"Gets inside Apple’s branding and marketing to explain its directness and power." (Financial Times)

"Required reading." (The Observer)

Excellent book!

If you could sum up Insanely Simple in three words, what would they be?

Interesting, captivating, informative.

Which scene was your favorite?

Steve Jobs asked a person who they were. When they answered something like "accounting", he replied: "Oh, you're overhead!"

Did you have an extreme reaction to this book? Did it make you laugh or cry?

Made me laugh at times.

Any additional comments?

I'm very glad I got this book!

Motivational

This book was a great read. It explains how simplicity is golden

Steve Jobs was a genius.

Follow your instincts

It's simple

Interesting insight into the way of thinking of Apple and Steve Jobs. A simple review.

Best insight into Apples success

This was such an incredible audiobook to listen to! I have definitely come away with ideas and stories that I have never heard before. And it has instilled in me a spark to simplify things in my business and in my life. I would very much recommend this audiobook!

Great book

This is a must read book for product developers and business leaders. Cannot recommend enough

Great Read!

What did you love best about Insanely Simple?

The content, just like Ken Segall says, is in fact very simple - but the points are phenomenal and the relatable stories are there to back it up! I found myself taking many notes (or using the bookmark function of the Audible android app) to capture some of those main points.

What other book might you compare Insanely Simple to and why?

None - it sits on its own.

Which scene was your favorite?

Loved the story of how too much content in messaging can be detrimental: throw a ball at someone and they'll catch it, throw 3 balls at someone and they won't catch any of them. Great metaphor!

Was there a moment in the book that particularly moved you?

I like how he summarized everything at the end of the book!

Not just for fans of Jobs

This book needs to added to every marketers “must have” list. For copy. For campaigns. For everything. Stay simple.

Importance of simplicity in life & business

What did you love best about Insanely Simple?

The examples & stories of Ken Segall's interaction & decision making in Apple.

What did you like best about this story?

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

What about Ken Segall’s performance did you like?

The narration of stories & live examples

If you were to make a film of this book, what would be the tag line be?

Passion for simplicity

Any additional comments?

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

It’s simple. One of the best reads ever!

A must for marketers, in 2019 make this required reading for teammates. Simple in a world of complex is like fresh air in a stale room.

simply good

simplicity can be applied anywhere i n l i f e a n d business