- Paperback: 256 pages
- Publisher: Portfolio; Reprint edition (April 30, 2013)
- Language: English
- ISBN-10: 1591846218
- ISBN-13: 978-1591846215
- Product Dimensions: 5.4 x 0.6 x 8.4 inches
- Shipping Weight: 7.8 ounces (View shipping rates and policies)
- Average Customer Review: 4.2 out of 5 stars See all reviews (182 customer reviews)
- Amazon Best Sellers Rank: #114,276 in Books (See Top 100 in Books)
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Insanely Simple: The Obsession That Drives Apple's Success Paperback – April 30, 2013
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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 --This text refers to an out of print or unavailable edition of this title.
“A blueprint for running a company the Steve Jobs way . . . should be required reading for anyone interested in management and marketing.”
—The Times (London)
“Gets inside Apple’s branding and marketing to explain its directness and power.”
“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, legendary Apple creative director, author of the “1984” Super Bowl commercial
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Top Customer Reviews
This book might be helpful to other entrepreneurship students because it helps you to clear up your thoughts and keep them simple. If you are going to adopt simplicity, you need to do it across all aspects of your business. The lessons about simplicity are simple, practical and utilize common sense. In reality, it is hard for us to keep the complexity from creeping in.
The author compares Apple to companies like Dell and Intel, which have confusing product portfolios and marketing messages. But why do they? The author credits Steve's direct involvement in the creative process and lack of patience for big meetings and formal presentations. He explains that in a good working relationship, both sides are upfront and don't withhold problems from each other, and this creates the best results. Beyond that, there's not much more insight or deep ruminations about the nature of simplicity, which I would have appreciated. I know from experience [I worked at Apple during the second Steve era] that simplicity is rarely just a matter of wielding the Simple Stick, as the author seems to suggest. (Even when it is, it sure helps to be the CEO.)
I can imagine this book started out as a personal collection of Steve stories--for which I would have gladly given 5 stars. At some point, some publisher or marketing person probably decided that this book wouldn't appeal to the masses unless it were written as a management book, so as it stands, this book also tries to dispense business advice. A Steve quote (ironically, included in this book) comes to mind: "Get rid of the crappy stuff and focus on the good stuff."
Most Recent Customer Reviews
And this is just that... simple, straight-forward & to the point.
Ken does a great job weaving in old stories, anecdotes & actionable...Read more