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Simplicity isn’t just a design principle at Apple—it’s a value that permeates every level of the organization. It’s what helped Apple recover from near death in 1997 to become the most valuable company on earth in 2012.
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” and naming the iMac.
This book makes you 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.
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.
|Publisher:||Penguin Publishing Group|
|Product dimensions:||5.40(w) x 8.30(h) x 0.80(d)|
|Age Range:||18 Years|
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 agency creative director for IBM, Intel, Dell, and BMW.
Table of Contents
Introduction: The Simple Stick 1
Chapter 1 Think Brutal 11
Chapter 2 Think Small 25
Chapter 3 Think Minimal 46
Chapter 4 Think Motion 69
Chapter 5 Think Iconic 82
Chapter 6 Think Phrasal 104
Chapter 7 Think Casual 126
Chapter 8 Think Human 136
Chapter 9 Think Skeptic 165
Chapter 10 Think War 185
Chapter 11 Think Ahead 197
Conclusion: Think Different 211
What People are Saying About This
“A blueprint for running a company the Steve Jobs way . . . should be required reading for anyone interested in management and marketing.”
—The Times (London)
“Gets inside Apple’s branding and marketing to explain its directness and power.”
“Ken Segall has literally captured lightning in a bottle. Insanely Simple reveals the secret of Steve Jobs’s success with such clarity, even we non-geniuses can make use of it. Ken shows us how to cut through the cobwebs of fuzzy thinking, bureaucracy and mediocrity, and clearly see what’s most essential—and therefore most important.”
—Steve Hayden, legendary Apple creative director, author of the “1984” Super Bowl commercial
Most Helpful Customer Reviews
As a long-time Apple fan, I've read Isaacson's biography of Steve Jobs and now Insanely Simple. I found Segall's book to be right on the mark and incredibly unique in describing HOW Apple works it's magic. Other Apple books focus on events and personalities. This book boils the phenomenal success down to it's essence -- Simplicity. It may sound easy, but as Segall masterfully describes, only an elite few leaders and companies manage to get it right. Instead, most companies play it safe and succumb to complexity. Insanely Simple is well-written, informative and fun. This is the best book on Apple I've ever read, and "simply" one of the top business books out there.
I absolutely loved this book - bought it Thursday morning, finished it Thursday night. The thing is, there are thoughts and examples and ideas here that I suspect I'll use forever. Segall has crafted a brilliant, intimate, first-hand look at Jobs and Apple. This is Think Different, not simply as an advertising slogan, but rather as a fundamental model for business evolution. Segall: 1, Isaacson: 0.
The person who wrote the 1-star review actually posted the exact same words on Amazon, so apparently he/she is someone with an ax to grind. Some simple research will show that Ken Segall IS the man who created the name iMac, he IS part of that select group who penned the Think Different ads. His association with Steve Jobs, Apple and NeXT is not something he made up as an "opportunist" looking to cash in and "make a quick buck". Now that we've established Segall's bona fides, I will join the others in saying that this is a truly good book. It's a marketing book that doesn't lecture, it's a fly-on-the-wall look at interesting times with Jobs, and a satisfying, downright good read. It shouldn't be compared to Isaacson's book because it is not a biography of Steve Jobs - it's a look at how Apple's philosophy and marketing made it so successful and a hope that the reader can parlay some of the ideas into his/her own business success. Kudos to Ken Segall.
Loved it. Best Apple book I've read. Insightful and intriguing, all at once.
Not a marketer just a Apple fan and I loved every word of this book. Truly motivational and yet simplistic.
No one should dispute that ‘simplicity’ is one of Apple’s guiding principles, and Segall is certainly entitled to write a book about Apple or any other subject he pleases. But readers should be aware that the author greatly exaggerates his involvement with the brand and his contribution to its marketing legacy. Frankly, it’s been sad to watch opportunists come out of the woodworks following Jobs’ passing. They shamelessly inflate whatever limited association they had with Apple and attach themselves to the brand in order to make a quick buck and shine their own star. Maybe it’s just me, but it would be interesting to hear from the people who were actually behind Apple’s decades-long marketing streak.