Simplicity is arguably the most potent weapon in
business—attracting customers, motivating employees, helping
outthink competitors, and creating new efficiencies. Yet rarely is
it as simple as it looks.
Ken Segall’s first book, Insanely Simple, was based on observations gained from twelve years working as Steve Jobs’s advertising agency creative director, first with NeXT and then with Apple.
Simplicity isn’t just a design principle at Apple—it’s a value that permeates every level of the organization. The obsession with Simplicity is what separates Apple from other technology companies.