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'Insanely Simple' Shares Anecdotes on Steve Jobs and Apple

While Walter Isaacson's authorized biography of Steve Jobs received significant attention for its glimpse into the life of the Apple co-founder and CEO, others with recollections of Jobs have over the years stepped forward with their own accounts and anecdotes serving to provide a picture of his life.


One of those people is Ken Segall, the longtime creative advertising director who spent several stints working with Jobs at various ad firms including the famous TBWA\Chiat\Day that has been responsible for many of Apple's landmark ad campaigns. Segall's new book, Insanely Simple: The Obsession That Drives Apple's Success, offers an interesting blend of business advice and anecdotes designed to help readers understand how Jobs and the culture of simplicity he fostered enabled Apple to reach the loftiest of heights.

Segall breaks his book down into ten chapters focused on different themes all centered around "the Simple Stick". Under the philosophy of Steve Jobs, the pursuit of simplicity is key in everything Apple does, and as complexity began to creep into projects he repeatedly hit them with the Simple Stick in order to bring them back to Apple's focus.
The Simple Stick symbolizes a core value within Apple. Sometimes it's held up as inspiration; other times it's wielded like a caveman's club. In all cases, it's a reminder of what sets Apple apart from other technology companies and what makes Apple stand out in a complicated world: a deep, almost religious belief in the power of Simplicity.
Having worked with Jobs at both NeXT and Apple, Segall was present for a number of Jobs' highs and lows over the years, events which led to a library of interesting and entertaining stories. Yielding a unique perspective, many of these stories come from the back room where Segall was present for discussions among Jobs, other Apple executives, engineers, and advertising professionals about the future of Apple's products and how to market them to the public.

Insanely Simple debuts tomorrow, April 26, and is available in hardcover from retailers such as Amazon, as well as in e-book format from Apple's iBookstore and other retailers.

Top Rated Comments

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33 months ago
I guess since iTunes isn't an actual, physical product, Jobs couldn't hit it with the Simple Stick. Unfortunate, because it needs it.
Rating: 18 Votes
33 months ago
hey companies

stop letting MBA and Business team committees decide your products

let your designers lead the way

then you business guys figure out how to sell it, capiche?

:eek: shocking, I know...
Rating: 17 Votes
33 months ago

Or create a coffee table!!!!!


How about a book about coffee tables that becomes a coffee table!? :D
Rating: 11 Votes
33 months ago
This should be an interesting book.

What I would love is to have at some point Jony Ive/Apple creating a large coffee table book about Apple's design of their products, the story behind it, prototypes that never made it, etc.
That would be very cool for designers and people who appreciate it.
Rating: 7 Votes
33 months ago


While Walter Isaacson's authorized biography of Steve Jobs received significant attention for its glimpse into the life of the Apple co-founder and CEO, others with recollections of Jobs have over the years stepped forward with their own accounts and anecdotes serving to provide a picture of his life. make a quick buck.


Fixed that for ya. :rolleyes:
Rating: 6 Votes
33 months ago

The relevant question here is: Will it be out before the Powerbook G5 refresh?


Fixed that for you.
Rating: 5 Votes
33 months ago
Keep it simple, stupid.
Rating: 5 Votes
33 months ago
But to make something simple and obvious to use is not the easy path. When you create from nothing, there are infinite possible arrangements. Finding the "simple to use" path is heroic and when it is found, obvious. But not til it is found.

Quote Mark Twain here -- “I have made this letter longer than usual, only because I have not had time to make it shorter . ”
Rating: 4 Votes
33 months ago
"Make everything as simple as possible, but not simpler."

-- Albert Einstein
Rating: 4 Votes
33 months ago

Sure, simple, for children! A real power user wants complicated hard-to-deal with stuff so we can show how superior we are to the unwashed masses. We rule the world! The rest of you can use your toy stuff from AAPL. (P.S. I own shares in AAPL).


I agree completely^^^

Isn't it just horrible how Apple dumbs down everything so any fool, like me, can use it. The idea of simplicity...er ...excuse me...dumbed down, also has the capacity to let you learn more with a little reading and experimentation, and stuff you can learn on MR.

Down with the great unwashed...

:rolleyes:
Rating: 4 Votes

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