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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
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About the Author:
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. He blogs about technology and marketing at kensegall.com/blog, and has fun with it all at scoopertino.com. Follow Segall on Twitter: @ksegall
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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
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- PublisherPortfolio
- Publication date2012
- ISBN 10 0670921181
- ISBN 13 9780670921188
- BindingPaperback
- Number of pages245
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