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’s 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.
In 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, sometimes saving millions in the process. You’ll also learn, for example, how to:
· Think Minimal: Distilling choices to a minimum brings clarity to a company and its customers—as Jobs proved when he replaced over twenty product models with a lineup of four.
· Think Small: Swearing allegiance to the concept of “small groups of smart people” raises both morale and productivity.
· Think Motion: Keeping project teams in constant motion focuses creative thinking on well-defined goals and minimizes distractions.
· Think Iconic: Using a simple, powerful image to symbolize the benefit of a product or idea creates a deeper impression in the minds of customers.
· Think War: Giving yourself an unfair advantage—using every weapon at your disposal—is the best way to ensure that your ideas survive unscathed.
Segall brings Apple’s quest for Simplicity to life using fascinating (and previously untold) stories from behind the scenes. Through his insight and wit, you’ll discover how companies that leverage this power can stand out from competitors—and individuals who master it can become critical assets to their organizations.
"synopsis" may belong to another edition of this title.
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.
Segall worked with Steve Jobs for 12 years, as creative director at Apple and NeXT Computer, and also spent time as agency global creative director at Dell, IBM, Intel, and BMW. As the man who came up with the iconic iMac name, which launched one of the most successful product lines in history, Segall played a pivotal role in reviving Apple from near death. His close working relationship with Jobs allows him to provide insight into how Jobs’ obsession with simplicity became the driving force that informs every decision the company makes to this day, from product design to advertising, even down to the packing boxes. Segall contrasts this Apple mind-set with those of companies like Dell, Intel, and Microsoft, where complexity and a dizzying array of product choices only serve to confuse and distract customers. His recounting of high-level meetings, ad campaigns, and product-naming sessions reveals much about how Jobs’ unyielding, brutally honest approach pushed aside rivals, teams of lawyers, and everyone else who said it couldn’t be done to remake Apple into one of the most admired and valuable companies in the world. --David Siegfried
"About this title" may belong to another edition of this title.
Book Description Book Condition: New. Bookseller Inventory # 19175798-n
Book Description Portfolio Penguin 2013-04-04, 2013. Paperback. Book Condition: New. Bookseller Inventory # NU-GRD-04962959
Book Description Book Condition: New. Bookseller Inventory # ST067092119X. Bookseller Inventory # ST067092119X
Book Description Penguin Books, 2016. Book Condition: New. Bookseller Inventory # L9780670921195
Book Description Paperback. Book Condition: New. Not Signed; 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 wha. book. Bookseller Inventory # ria9780670921195_rkm
Book Description Penguin Books Ltd 2013-04-04, London, 2013. paperback. Book Condition: New. Bookseller Inventory # 9780670921195
Book Description Penguin Putnam Inc, 2013. PAP. Book Condition: New. New Book. Shipped from UK in 4 to 14 days. Established seller since 2000. Bookseller Inventory # GB-9780670921195
Book Description 2013. Paperback. Book Condition: New. Paperback. 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 religi.Shipping may be from multiple locations in the US or from the UK, depending on stock availability. 256 pages. 0.183. Bookseller Inventory # 9780670921195
Book Description Penguin UK Mrz 2013, 2013. Taschenbuch. Book Condition: Neu. Neuware - Ken Segall put the 'i' in iPad. Now he explains why simplicity is the secret of Apple's success in Insanely Simple . 256 pp. Englisch. Bookseller Inventory # 9780670921195
Book Description Penguin UK, 2013. Paperback. Book Condition: New. To Steve Jobs, Simplicity was a religion. It was also a weapon. He proved that Simplicity is the most powerful force in business. It guides the way Apple is organized, how it designs products, and how it connects with customers.As ad agency creative director, Ken Segall played a key role in Apple's resurrection, helping to create campaigns such as 'Think Different'. By naming the iMac, he laid the foundation for waves of i-products to come.Now Segall puts you inside a conference room with 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, sometimes saving millions in the process.You'll also learn the ten elements of Simplicity that have driven Apple's success ? which you can use in everything you do. 'Simple can be harder than complex. You have to work hard to get your thinking clean to make it simple. But it's worth it in the end, because once you get there, you can move mountains.' Steve Jobs. Paperback. Bookseller Inventory # MM-40008587