INSANELY SIMPLE

Apple's focus on simplicity is the core driver of its repeated success. It can be seen on the way Apple is structured, the way itinnovates, and the way it speaks to its customers. Simplicity is a guideline, a work style, a goal, and a measuring stick. Segall played a key role in Apple's resurrection, working closely with Steve Jobs on now-famous advertising campaigns. In Insanely Simple he shows how Apple is built around the concept of simplicity and demonstrated why it's such a powerful business weapon.

For example - When Steve returned to apple, he found them selling over 20 different models of computers. That year, he replaced their product line with a simple grid of four models. - Apple pays special attention to words with meaning and purpose in product names and marketing themes. Rather than pay naming companies millions of dollars to concoct bizarre product names, they call products what they are. - The essence of simplicity is communicating your meaning with a minimum of words, or preferably, with no words at all. That was the key to the iPod marketing strategy. Insanely Simple explains how the religion of simplicity enabled Apple to enter new markets and humble competitors many times its size. The book also shows readers how to harness the power of simplicity to advance their own careers and organizations.

Ken Segall first started working with Steve Jobs in 1985 at NEXT's advertising agency, Ammirati & Puris. After Steve's return to Apple in 1997, Ken was appointedTBWA\Chiat\Day's creative director for Apple and went to work on Apple advertising for the next 14 years, including the legendary "Think Different" campaign. Ken has also done work for Dell, IBM, Intel, and ExxonMobil. His blog has an average following of 8,000 people a week, and his satire site "Scoopertino" gets 15,000 visitors weekly.