Insanely Simple

A blueprint for running a company the Steve Jobs way ... should be required reading for anyone interested in management and marketing The Times Punchy ... Segall gets inside Apple's branding and marketing to explain its directness and power Financial Times Required reading Observer An entertaining perspective on how Apple typically gets it right... Candid and insightful. Insanely Simple should be required reading for any boss with a Byzantine organisation and a shrinking business The Guardian In this captivating book, Segall has succeeded in distilling what made Steve Jobs succeed in ways no one would have imagined - simplicity. The idea of going simple, and Jobs's obsession with it, is neither a set of rules nor a goal, but a worldview of how things should be... More practical than theoretical, this essential book is about using the power of Simplicity to set a company apart Publishers Weekly Intriguing insights from someone who worked closely with Jobs on some of Apple's most successful ad campaigns Forbes A few pages in, I was hooked... [A]n amusing and revealing book about the company's extraordinary leader, Steve Jobs, and the guiding principle that made him one of the great businessmen of the age The Boston Globe 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, former vice chairman, Ogilvy, and author of Apple's legendary 1984 Super Bowl commercial As the man who came up with the iconic iMac name that launched one of the most successful product lines in history, Segall played a pivotal role in reviving Apple from near-death. His close working relationship with Jobs allows him to provide insight into how Jobs's obsession with simplicity became the driving force that informs every decision the company makes to this day Booklist Reveals a fresh insight into Steve Jobs's mind and how his obsession with simplicity drove Apple to success Macworld This book provides industry insight that many other books on Steve Jobs and Applelack... Recommended for those looking for advice on running a successful corporation and readers interested in all things Apple Library Journal A fascinating glimpse behind Apple's famously closed doors, taking the reader inside the inner sanctum and sneaking a peek at the marketing meetings presided over by Jobs PC Advisor