Insanely Simple: The Obsession That Drives Apple's Success

Simplicityisn'tjustadesignprincipleatAppleit'savaluethatpermeateseveryleveloftheorganization.It'swhathelpedApplerecoverfromneardeathin1997tobecomethemostvaluablecompanyonearthin2012.Asadagencycreativedirector,KenSegallplayedakeyroleinApple'sresurrection,helpingtocreatesuchcriticalmarketingcampaignsas"ThinkDifferent"andnamingtheiMac.ThisbookmakesyouaflyonthewallinsideaconferenceroomwithSteveJobs,andonthereceivingendofhismidnightphonecalls.You'llunderstandhowhisobsessionwithSimplicityhelpedAppleperformbetterandfaster,sometimessavingmillionsintheprocess.SegallbringsApple'squestforSimplicitytolifeusingfascinating(andpreviouslyuntold)storiesfrombehindthescenes.Throughhisinsightandwit,you'lldiscoverhowcompaniesthatleveragethispowercanstandoutfromcompetitorsandindividualswhomasteritcanbecomecriticalassetstotheirorganizations.