Insanely Simple: The Obsession That Drives Apple's Success

For Steve Jobs, simplicity was not just a design principle. It was religion and weapons.

Obsession with Simplicity is what sets Apple apart from other tech companies. It's what helped Apple recover from extinction in 1997 to become the world's most valuable company in 2011. This principle drives how Apple is organized, how it develops products, and how it communicates with customers. It is thanks to the destruction of the forces of complexity that the company remains on its stellar trajectory.

As creative director, Ken Segal played a key role in Apple's revival, helping to create such important campaigns as "Think Different" and naming the iMac. Crazy Simple is his insider's look at Jobs' world. He reveals ten elements of simplicity that have made Apple successful and that you can use to grow your organization.

Reading "Crazy Simple", you will become an observer in the conference room of Steve Jobs and the interlocutor of his midnight phone calls. You'll understand how his obsession with Simplicity helped Apple work better and faster.