INSANELY SIMPLE - The Obsession That Drives Apple’s Success
By Ken Segall
Date Read: May 2019
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My Mark: 10+/10

I LOVE THIS BOOK! A great insight on how “clever”, “courageous” and possibly “risky/game changing” decision where taken at Apple. The example of Apple and other exemples from other companies are a real treat and valuable lessons to be applied to our daily life and work!


The Pitch:

The world has never seen a success story quite like Apple’s. Facing bankruptcy in 1997, Apple became the world’s most valuable company just 14 years later. It’s a story of great vision, design, engineering and marketing.

But Apple had one important advantage that tied all of these things together—Steve Jobs’s love of simplicity. You can see it in the way the company organises, innovates, markets and communicates. As Steve himself once put it, simplicity “can move mountains.”

Insanely Simple is based on my 12 years’ experience working with Steve Jobs as his ad agency creative director, spanning NeXT and Apple. Focusing on ten core principles, it explains how Steve used simplicity as a competitive weapon, besting companies who had far bigger resources to draw upon.

I bring it all to life through a series of amusing/fascinating/sometimes-scary stories about working in the never-dull world of Steve Jobs.

Apple is unique in many ways, but the principles that drove Steve can be embraced by any person, in any organisation—and used to build fantastic success.


Additional Material:

Ken’s Blog & Website

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