Item Details

Insanely Simple: The Obsession That Drives Apple's Success

Ken Segall
Format
Book
Published
New York : Portfolio/Penguin, [2013]
Language
English
Variant Title
Osession that drives Apple's success
ISBN
9781591846215, 1591846218, 9780670921195, 067092119X
Summary
Explores the way in which Apple's culture of simplicity has driven its success, tracing its famous advertising campaigns while exploring the ways in which simplicity can be a powerful business guideline for establishing and measuring goals.
Ken Segall put the 'i' in iPad. Now he explains why simplicity is the secret of Apple's success in "Insanely Simple". To Steve Jobs, Simplicity wasn't just a design principle. It was a religion and a weapon. 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.
Contents
  • 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
  • Think different
  • Acknowledgements
  • Index.
Description
xiii, 239 pages ; 22 cm
Notes
  • "Updated with a new chapter"--Cover.
  • Includes index.
  • "First published in the United States of America by Portfolio/Penguin, a member of the Penguin Group (USA) Inc. 2012. This paperback edition with a new chapter published 2013"--Verso
Technical Details
  • Access in Virgo Classic

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