Insanely Simple

Ken Segall spent more than a decade as the ad agency creative director working with Steve Jobs, helping create the "Think Different" campaign and naming the iMac. Here he argues that Apple's success rests on one idea it applied everywhere: simplicity. Through stories from inside the company, he shows how that principle shaped the way Apple was organised, how it built products and how it spoke to customers, and how other businesses can push back against the complexity that slows them down.