The Obsession That Drives Apple's Success
This book can be downloaded and read in iBooks on your Mac or iOS device.
'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.
From Publishers Weekly
© Publishers Weekly
Not worth it
Got the impression that the author is boasting about what he did. "I know this" ..."I suggested..." etc.
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.
A very good read
The premise of this book is that one of the reasons Apple has been so successful is it's obsession with simplicity, both in product design, marketing, company organisation etc - it's not simply a collection of interesting stories about Steve Jobs.
Having said that, since the author has worked worked closely with Jobs over many years the reader gets an insider's view of many of the key moments in the recent history of Apple, rather than an outsider's analysis.
I really enjoyed this book and would recommend it for anyone with an interest in Apple, Steve Jobs or how seminal products are brought to market.