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.
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The inner workings of Apple revealed
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.
Interesting if You're a Fan of Apple
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.