Insanely Simple - Ken Segall

Insanely Simple

By Ken Segall

  • Release Date: 2012-04-26
  • Genre: Marketing & Sales
Score: 4.5
From 420 Ratings


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.


  • Simply Amazing

    By Mark Nosrati
    This book is as addicting to read as Apple products are to play with. As a business owner, we often try to over-communicate; thus, we make more noise than necessary and confuse our audience. This book hits you over the head and helps you focus on what really matters and carves out a clear and effective strategy to win the hearts of those who fall victim of powerful raw human emotions induced by the laws of simplicity.
  • Best book on how Apple works, so far

    By TarqTeles
    This is the Best book on how Apple works I've read, so far. And I read quite a few, including the magazine articles at the time of Steve's very untimely death. Turns out the roadmap to how Apple works is not a roadmap (or a DevKit). It's a philosophy! Which, in some ways is even better. Armed with Ken Segall's insights you can go and apply Simplicity, Apple's secret weapon to everything, including your life, and be supremely happy. I now have a renewed purpose to my life! Thanks, Ken! And kudos!
  • Insanely Simple

    By Coolfrog001
    Great book. Apple brought back to it's essence. Very well written.
  • Great book!

    By bnekic1
    You will be missed Steve :(
  • If you're reading this on an iPad...

    By ArthurOne
    .... then trust me. You want to buy this book. It's a highly-entertaining and illuminating look at Apple's creative strategies and provides even deeper insights than Walter Isaacson into the passionate genius of Steve Jobs.
  • Unbelievable.

    By Fcell
    Everyone running a business needs to read this.
  • Simply great.

    By gatesmac
    In the spirit of this book, I'll keep this simple. Great book, wonderful insights and amazing stories. A true inspiration.
  • Insanely Good read.

    By Washheights
    The insight of the heart of Apple and how they view the world was wonderful to read. These principles can be applied to any persons lives. I loved the book. Thank you for conveying your experience.
  • Spot on!

    By bk callie
    It reveals the kind of culture I am seeking to create in our business
  • Inspiring

    By Cygnus63
    I read this book because I am a huge apple fan what they do is amazing. To create products that are not inexpensive and then get people to line up for them over and over, how do you do that? Read this book! What's interesting to me is many of the things written here can be applied to even how you live with great benefit. I read once in the bible this statement "The lamp of the body is the eye. If, then, your eye is simple, your whole body will be bright" the success of Steve jobs at keeping things simple proves this to be true, Apple certainly shines brightly. By having all the contrasting information the author has written a very good explanation of exactly how Apple has succeeded and how you can use the same approach. Great read! Highly recommend. I have to go simplify now!