A self-proclaimed technology enthusiast, Segall worked closely with Steve Jobs as his ad agency creative director for 12 years spanning NeXT and Apple. Segall is an international speaker on the power of simplicity. His message has struck a chord across a wide range of industries in the Americas, Europe and Asia Pacific, opening eyes to the benefits of simplicity that are available to all. You could see it in the way Apple innovates, advertises, sells at retail, and even organizes itself internally. Speaking Topics Insanely Simple No company makes the case for simplicity more effectively than Apple.

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May 04, Peter Labrow rated it really liked it Of all of the books jumping on the Steve Jobs bandwagon, this is perhaps the one thats most of value.

Lets face it, thats not great: that was published in Im old enough to have worked for organisations both large and small as an employee and as an outside supplier. Yes, Steve is mentioned aplenty and is usually the centre of the many examples given.

Steve was often regarded as ruthless. He wanted to get things done — and he often wanted to get them done fast. He often knew that there was a better way and he provided a means to get there.

He demanded simplicity. Steve himself said that simplicity is hard to achieve. In big-company terms, some of the stories are amazing — such as when Steve returned to Apple and decided that it needed a branding campaign.

Yet Apple had never run a campaign that was only about brand, ever. The rebels. The troublemakers. The ones who see things differently. While some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do. First, the company has to understand its own values.

Then, it has to work out the smartest way to communicate them. Steve wanted, needed, his campaign to be done fast. It took around a month — a simply astonishing amount of time. The book also contrasts Apple with Intel, which stifles creativity and strong ideas with the overuse of focus groups, which dilute ideas until they are not only inoffensive, they are ineffective. Or, the excessive use of testing analytics to remove any element of risk — and most elements of impact.

Apple never uses focus groups. This sounds arrogant, but the point is that not only does Apple trust itself, it knows how to keep things simple.

It runs major meetings as conversations, not as presentations. Apple — not just Jobs — is ruthless about simplicity. Other companies believe that large project teams mean more brains on the job. Apple knows that this means more points of view, more conversations, more meetings, more cost, more delays — and a watered-down concept. Other companies believe in inclusivity.

Apple believes in secrecy — that they have the knowledge, the smarts, the energy needed to make something really great that will win hearts and minds all on its own. Apple knows that the wider your outside involvement, the more people you have to please — and the less focused the idea. Other companies simply buy the cheapest brown pulp boxes they can. Apple is now one of the most profitable companies in the world. It makes more money than most other computer companies combined, despite not having the largest market share.

Its products reshape markets. This is one book every business leader should read.


Insanely Simple: The Obsession That Drives Apple's Success

Start free Blinkist trial Upgrade to Premium Read or listen now Synopsis Insanely Simple talks about the business strategy of keeping things simple. The reader will learn about how Steve Jobs implemented this structure at Apple and upheld it even in the face of critics. Key idea 1 of 8 People prefer simplicity over complexity. This type of complexity is a problem in our modern world because humans, just like all other life on the planet, prefer simplicity. Rather, it finds the simplest way. Simplicity seems to be natural, and as humans, we prefer it when our lives are made as simple as possible. This can be seen in the way we choose the products we use in our everyday lives: we tend to prefer simple ones over complex.


Book Review: Insanely Simple by Ken Segall

Throughout the book, the author contrasts how Apple works in contrast with its competitors, for example, IBM, Intel, Dell and Microsoft. Meandering is Complexity. Think Small: Apple utilized the power of small groups of people to achieve the maximum results and produce great products. In fact, he stressed that if the decision maker is involved in that process, the quality of the work from that small team will have greater impact. Think Minimal: A relatively simple chapter on how Apple streamlined their products and constrained the form factor such that proliferation is difficult. Ken Segall argued that the proliferation and giving consumers more choice actually confuses them. The author added two more elements to how Apple adopted this principle by aiming realistically high and never stop moving.


Ken Segall


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