Insanely Simple: The Obsession That Drives Apple's Success

Simplicity isn€t just a design principle at Apple€"it€s a value that permeates every level of the organization. It€s what helped Apple recover from near death in 1997 to become the most valuable company on earth in 2012.

 

 

As ad agency creative director, Ken Segall played a key role in Apple€s resurrection, helping to create such critical marketing campaigns as €œThink Different€ and naming the iMac.

 

This book makes you 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.

 

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.