Insanely Simple The Obsession That Drives Apple's Success

ISBN-10: 1591846218
ISBN-13: 9781591846215
Edition: 2013
Authors: Ken Segall
List price: $17.00 Buy it from $3.00
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Description: Simplicity isn’t just a design principle at Apple—it’s a value that permeates every level of the organization. It’s what helped Apple recover from near death in 1997 to become the most valuable company on earth in 2012. As ad agency creative  More...

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Book details

List price: $17.00
Copyright year: 2013
Publisher: Penguin Publishing Group
Publication date: 4/30/2013
Binding: Paperback
Pages: 256
Size: 5.75" wide x 8.75" long x 0.75" tall
Weight: 0.484
Language: English

Simplicity isn’t just a design principle at Apple—it’s a value that permeates every level of the organization. It’s what helped Apple recover from near death in 1997 to become the most valuable company on earth in 2012. 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” and naming the iMac. This book makes you a fly on the wall inside a conference room with Steve 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. Segall brings Apple’s quest for Simplicity to life using fascinating (and previously untold) stories from behind the scenes. Through his insight and wit, you’ll discover how companies that leverage this power can stand out from competitors—and individuals who master it can become critical assets to their organizations.

Preface
Introduction: The Simple Stick
Think Brutal
Think Small
Think Minimal
Think Motion
Think Iconic
Think Phrasal
Think Casual
Think Human
Think Skeptic
Think War
Think Ahead
Conclusion: Think Different
Acknowledgments
Index

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