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Insanely Simple

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What to expect

Penguin presents the unabridged, downloadable, audiobook edition of Insanely Simple, written and read by Ken Segal.

'Simple can be harder than complex. You have to work hard to get your thinking clean to make it simple'. -Steve Jobs

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, and guides the way Apple is organized, how it designs products, and how it connects with customers. It's by crushing the forces of Complexity that the company remains on its stellar trajectory.

As creative director, Ken Segall played a key role in Apple's resurrection, helping to create such critical campaigns as 'Think Different' and naming the iMac. Insanely Simple is his insider's view of Jobs' world. It reveals the ten elements of Simplicity that have driven Apple's success - which you can use to propel your own organisation. Reading Insanely Simple, you'll understand how his obsession with Simplicity helped Apple perform better and faster.

Critics Review

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
Author Ken Segall
Narrator Ken Segall
Duration 7 hours and 5 minutes
Release Date
ISBN 9780241976555
Format Audiobook
Publisher Penguin Books Ltd
Genre Biography: business and industry, Business and Management, Business communication and presentation, Business strategy, Information technology industries
Availability AU, GB, IE

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