• £7.99

Publisher Description

'Simple can be harder than complex. You have to work hard to get your thinking clean to make it simple. But it's worth it in the end, because once you get there, you can move mountains'
Steve Jobs, BusinessWeek, May 25, 1998

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.

Business & Personal Finance
26 April
Penguin Books Ltd

Customer Reviews

dpug ,

Short, simple and useful

For anyone who thinks simple is good and hates complexity you probably have already read this book. For everyone else it might be worth thinking about reading it and following some of the principles!

ericanthony89 ,

Not worth it

Got the impression that the author is boasting about what he did. "I know this" ..."I suggested..." etc.

Chris_J_L_ ,

Far from Simple

The author spends the first 40 pages on bumbling waffle, trying over and over again to explain what the book is about. Completely unnecessary preamble, and annoyingly repetitive.

An awkward read, and far from Insanely Simple.

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