'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.

insanely simple
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

tobefirst Avatar
114 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.
Score: 18 Votes (Like | Disagree)
BMNB1tch Avatar
114 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...
Score: 17 Votes (Like | Disagree)
WiiDSmoker Avatar
114 months ago

Or create a coffee table!!!!!


How about a book about coffee tables that becomes a coffee table!? :D
Score: 11 Votes (Like | Disagree)
gugy Avatar
114 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.
Score: 7 Votes (Like | Disagree)
bdavis89 Avatar
114 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 [s] provide a picture of his life.[/s] make a quick buck.


Fixed that for ya. :rolleyes:
Score: 6 Votes (Like | Disagree)
NAG Avatar
114 months ago

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

Fixed that for you.
Score: 5 Votes (Like | Disagree)

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