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.
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