"Books are not only the arbitrary sum of our dreams, and our memory. They also give us the model of self-transcendence. some [people think of reading only as a kind of escape: an escape from the "real" everyday world to an imaginary world, the world of books. Books are much more. They are a way of being fully human."- Susan Sontag
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Insanely Simple: The Obsession That Drives Apple's Success
May 14 2012
About the Author - 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 appointed TBWA\Chiat\Day's creative director for Apple and went on to work on Apple advertising for the next 14 years, including the legendary "Think Different" campaign.
About the Book - Apple is the world's most iconic company. It creates products that people fall in love with - and then markets them with spectacular success. Ken Segall has been behind much of that marketing for many years. He created the 'i', encouraged us to 'Think Different', and in the process played a key role in Apple's resurrection. Now he gives us a rare insight into one of the core principles that drive's Apple's success: simplicity. Inspired by Steve Jobs, this is an obsession that starts at the top of Apple and cascades throughout the entire global organisation. It dictates the way Apple is structured, the way it innovates and the way it speaks to its customers.
Simplicity is a guideline, a style, a goal and a measuring stick. In "Insanely Simple" Ken brings the principles of simplicity to life in the context of milestone moments in Apple history. He explains how the religion of simplicity led Apple to enter new markets and humble competitors many times its size. And he provides principles that readers can use in their own careers and companies. We can all learn something from Apple. The power of simplicity can help anyone stand out in a complicated world.