Name: Insanely Simple
ISBN: 9781591844839

Ken Segall

A creative director for Apple explores the way in which the company's culture of simplicity has driven its repeated success, tracing its famous advertising campaigns while exploring the ways in which simplicity can be a powerful business guideline for establishing and measuring goals.

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

I asked peiple what they wanted they said a faster gorsez in his mind it was appleb to dream the things that people cant imagine, .

Its realhard to deaign products by focus groups, alot of the times, people dont knwhat they want ubtil tou show it to them 

we trend to remember our moments of trauma so this story has stuck with me over the years it made me whenever I hear the word no,for the sake of simplicity, its a good idea to probthorughly when you run into a negetaive response, 

it might just be that you are asking someone to go above the beyond and whats normal - but thats how you get above-normal results

if there are rules, chances are they can be broken

Think Motion - the perfect project timeline is only slightly less elusive than the holy grail. it takes some effort to figure it out, but once you do, you'll have created a template that promotes success. you may not be the person tasked with creating timeline, buy you can try, but you can try to influence ence those who are.

always be wary of the "comfortable" timeline - it's just a fact of life that a degree of pressure keeps things moving ahead with purpose. with too much time in the schedule you're just inviting more options and more opportunities to have your idea nibbled to death. keep things in motion at all time

Think Iconic even if you are not in the marketing biz, it will serve you well to crystallize your thinking by leveraging an image that can symbolize your idea, or the spirit of it. and if you are in the marketing business, you're simply required to think this way. whatever presentation you make, whatever products you sell, whomever you're trying to convince - never forget the power of an image to galvanize you're audience. 

"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"

Cassandra Tang

You don’t need a killer creative skill to change the world through creative thinking. You can build an organisation that recognises the need for creativity.

Simplicity is more about commitment than indulgence.

To Steve Jobs, Simplicity was a religion. It was also a weapon. He proved that Simplicity is the most powerful force in business. It guides the way Apple is organized, how it designs products, and how it connects with customers. As ad agency creative director, Ken Segall played a key role in Apple's resurrection, helping to create campaigns such as 'Think Different'. By naming the iMac, he laid the foundation for waves of i-products to come. Now Segall puts you inside a conference room with 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. You'll also learn the ten elements of Simplicity that have driven Apple's success - which you can use in everything you do. '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

Like Apple, the book shares great insights into how powerful simplicity can be, but all explained in very simple terms. 

John Manoogian III

Many great anecdotes that fans of Steve Jobs and Apple will likely have come across before. The book is very heavy on the, “hey did you know I met Steve Jobs?” style of storytelling. This book feels like a good intro to Apple philosophy for people unfamiliar with Apple(?), and an overview of Apple’s major ad campaigns for people unfamiliar with those. If you’re a Mac fan or worked in advertising between the ‘80s and now, you likely are very familiar with this stuff. 

My take is that the original title, “my opinions about how Apple probably works and what Steve Jobs said to me a few times,” was too long for the cover, so the publisher reduced it to just “Simplicity.” 

Some good reminders that making things simple is complicated.

Gabriel Ayuso

This book isn't a Steve Jobs biography but it describes the principles he followed in business to be great. A must read for anyone who admires Steve Jobs and wants to know more about how he worked.

Daniel Friis

Real-stories highlights from  and Steve Jobs. A thoughtful approach to Simplicity. A small extract of the final "Manifesto" is available on my Writings.

Brandon Lee

This does a much better job of describing Steve Jobs and his work than Issacson's biography. Sad.

Insanely Simple The Obsession that Drives Apple's Success

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