Insanely Simple: The Obsession That Drives Apple’s Success




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 what helped Apple recover from near death in 1997 to become the most valuable company on Earth in 2011, and guides the way Apple is organized, how it designs products, and how it connects with customers. It’s by crushing the forces of Complexity that the company remains on its stellar trajectory.

As creative director, Ken Segall played a key role in Apple’s resurrection, helping to create such critical campaigns as ‘Think Different’ and naming the iMac. Insanely Simple is his insider’s view of Jobs’ world. It reveals the ten elements of Simplicity that have driven Apple’s success – which you can use to propel your own organisation. Reading 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.

‘A blueprint for running a company the Steve Jobs way … should be required reading for anyone interested in management and marketing’ The Times

‘Punchy … Segall gets inside Apple’s branding and marketing to explain its directness and power’ Financial Times

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.



A blueprint for running a company the Steve Jobs way … should be required reading for anyone interested in management and marketing ― The Times

Punchy … Segall gets inside Apple’s branding and marketing to explain its directness and power ― Financial Times

Required reading ― Observer

An entertaining perspective on how Apple typically gets it right… Candid and insightful. Insanely Simple should be required reading for any boss with a Byzantine organisation and a shrinking business ― The Guardian

In this captivating book, Segall has succeeded in distilling what made Steve Jobs succeed in ways no one would have imagined – simplicity. The idea of going simple, and Jobs’s obsession with it, is neither a set of rules nor a goal, but a worldview of how things should be. . . More practical than theoretical, this essential book is about using the power of Simplicity to set a company apart ― Publishers Weekly

Intriguing insights from someone who worked closely with Jobs on some of Apple’s most successful ad campaigns ― Forbes

A few pages in, I was hooked. . . [A]n amusing and revealing book about the company’s extraordinary leader, Steve Jobs, and the guiding principle that made him one of the great businessmen of the age ― The Boston Globe

Ken Segall has literally captured lightning in a bottle. Insanely Simple reveals the secret of Steve Jobs’s success with such clarity, even we non-geniuses can make use of it. Ken shows us how to cut through the cobwebs of fuzzy thinking, bureaucracy, and mediocrity, and clearly see what’s most essential – and therefore most important — Steve Hayden, former vice chairman, Ogilvy, and author of Apple’s legendary 1984 Super Bowl commercial

As the man who came up with the iconic iMac name that 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’s obsession with simplicity became the driving force that informs every decision the company makes to this day ― Booklist

Reveals a fresh insight into Steve Jobs’s mind and how his obsession with simplicity drove Apple to success ― Macworld

This book provides industry insight that many other books on Steve Jobs and Applelack. . . Recommended for those looking for advice on running a successful corporation and readers interested in all things Apple ― Library Journal

A fascinating glimpse behind Apple’s famously closed doors, taking the reader inside the inner sanctum and sneaking a peek at the marketing meetings presided over by Jobs ― PC Advisor


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