Ken Segall

'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.

The Obsession That Drives Apple's Success

Insanely Simple

Roxan

To achive great things, two things are needed, a plan, and not quite enough time

Woth the full participation of steve jobs, we made decisions quickly, we went frok zero to campaign in less time than ever seen it done before, 

Rather then advertise a variety of products, steve would insist there be a single focus for every quarter, the effect was impressive

Monica made aure the the think different campaign apperd onltly in places where it would achive maximum notice and necer in places were they degrade the message

As a boen marketer, steve was willing to do risky things when he saw an opportunity

Iit's extraordinary how many companies fall into this trip I've lost count of the clients I've seen pindle competitors to the wall and openly windows that were their own they want to be someone else even though if that someone has a very different set of circumstances and a very different set of values

ts fine to have goals or to be inspired by other people work's, but simplicity requires you to stay true to your own company values, its authenticity

Remembering that I'll be dead soon is the most important tool I've ever encountered to help me make the big choices in life. Almost everything--all external expectations, all pride, all fear of embarrassment or failure--these things just fall away in the face of death, leaving only what is truly important. Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose. You are already naked. There is no reason not to follow your heart. ”

I didn't see it then but it turned out that getting fired from Apple was the best thing that could ever happen to me ,the heaviness of being successful was replaced by the lightness of being a beginner again Lesss sure about everything it freed me to enter one of the most creative periods of my life I'm pretty sure none of this would have happened if I hadn't been filed from Apple it was awful tasting medicine but I guess the patient needed it sometimes life hitsyou in the head with a brick

It not a pc, its mac / lessons in game changing branding

most Mac users have an allergic reaction to the term PC but back then that's what Apple called on its own products in fact at one time the company theme line was the most personal computer

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