1 of 1 copy available
Simplicity isn’t just a design principle at Apple—it’s a value that permeates every level of the organization. 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.
Thanks to Steve Jobs’s uncompromising ways, you can see Simplicity in everything Apple does: the way it’s structured, the way it innovates, and the way it speaks to its customers.
It’s by crushing the forces of Complexity that the company remains on its stellar trajectory.
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. By naming the iMac, he also laid the foundation for naming waves of i-products to come.
Segall has a unique perspective, given his years of experience creating campaigns for other iconic tech companies, including IBM, Intel, and Dell. It was the stark contrast of Apple’s ways that made Segall appreciate the power of Simplicity—and inspired him to help others benefit from it.
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Creators
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Publisher
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Release date
May 1, 2012 -
Formats
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OverDrive Listen audiobook
- ISBN: 9780449806838
- File size: 204358 KB
- Duration: 07:05:44
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Languages
- English
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Reviews
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February 13, 2012
In this captivating book, Segall (who worked with Jobs as agency creative director for NeXT and Apple and named the iMac) 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 and should proceed. Presenting simple from almost every angle (advertising slogans, product names, product lines, group sizes), Segall shows how simple has propelled Apple, creating powerful changes within the company. Contrast this with the path of complexity, of which Segall offers plenty of examples from companies such as Intel, Microsoft, and Dell. More practical than theoretical, this essential book is about “using the power of Simplicity to set a company apart.” Readers will appreciate personal stories about Jobs, which contribute to the narrative of Jobs the icon, and the role simplicity played in his success. Agent: Christy Fletcher, Fletcher & Company.
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