Insanely Simple: The Obsession That Drives Apple's Success

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Insanely Simple: The Obsession That Drives Apple's Success

Format:  Hardcover,

225 pages

Publisher: Penguin Group USA

Publish Date: Apr 2012

ISBN-13: 9781591844839

ISBN-10: 1591844835

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Book Information

The following content was provided by the publisher.
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.

Specifications

Author:
Publisher: Penguin Group USA
Publish Date: Apr 2012
ISBN-13: 9781591844839
ISBN-10: 1591844835
Format: Hardcover
Number of Pages: 225
Shipping Weight (in pounds): 0.9
Product in Inches (L x W x H): 6.2 x 1.0 x 9.1

Reviews

Review by Library Journal (2012-04-15)

Blogger and industry veteran Segall, who spent 12 years working with Steve Jobs at NeXT and Apple, gives his behind-the-scenes insight into Apple's success. While other current titles focus on Jobs's life (e.g., Walter Isaacson's Steve Jobs and Caleb Melby and JESS3's The Zen of Steve Jobs), Segall, in his first book, highlights ten elements of simplicity that can be used by other businesses to achieve results similar to Apple's. He also uses stories from his personal experience to illustrate these concepts. Segall, who also worked at Dell and Intel, shows how Apple's business model compares with others in the industry.

Verdict: This book provides industry insight that many other books on Steve Jobs and Apple lack; however, since Segall is writing from an insider's perspective, his view is not entirely objective. Nevertheless, the business principles are still relevant. Recommended for those looking for advice on running a successful corporation and readers interested in all things Apple.

-Lisa Felix, Mishawaka-Penn-Harris P.L., IN

(c) Copyright 2012. Library Journals LLC, a wholly owned subsidiary of Media Source, Inc. No redistribution permitted.

Book description

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.

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