Insanely Simple

Insanely Simple

4.11 - 1251 ratings - Source

To Steve Jobs, Simplicity was a religion. It was also a weapon. Simplicity isna€™t just a design principle at Applea€”ita€™s a value that permeates every level of the organization. The obsession with Simplicity is what separates Apple from other technology companies. Ita€™s what helped Apple recover from near death in 1997 to become the most valuable company on Earth in 2011. Thanks to Steve Jobsa€™s uncompromising ways, you can see Simplicity in everything Apple does: the way ita€™s structured, the way it innovates, and the way it speaks to its customers. Ita€™s by crushing the forces of Complexity that the company remains on its stellar trajectory. As ad agency creative director, Ken Segall played a key role in Applea€™s resurrection, helping to create such critical marketing campaigns as Think different. By naming the iMac, he also laid the foundation for naming waves of i-products to come. Segall has a unique perspective, given his years of experience creating campaigns for other iconic tech companies, including IBM, Intel, and Dell. It was the stark contrast of Applea€™s ways that made Segall appreciate the power of Simplicitya€”and inspired him to help others benefit from it. In Insanely Simple, youa€™ll be a fly on the wall inside a conference room with Steve Jobs, and on the receiving end of his midnight phone calls. Youa€™ll understand how his obsession with Simplicity helped Apple perform better and faster, sometimes saving millions in the process. Youa€™ll also learn, for example, how to: a€c Think Minimal: Distilling choices to a minimum brings clarity to a company and its customersa€”as Jobs proved when he replaced over twenty product models with a lineup of four. a€c Think Small: Swearing allegiance to the concept of a€œsmall groups of smart peoplea€ raises both morale and productivity. a€c Think Motion: Keeping project teams in constant motion focuses creative thinking on well-defined goals and minimizes distractions. a€c Think Iconic: Using a simple, powerful image to symbolize the benefit of a product or idea creates a deeper impression in the minds of customers. a€c Think War: Giving yourself an unfair advantagea€”using every weapon at your disposala€”is the best way to ensure that your ideas survive unscathed. Segall brings Applea€™s quest for Simplicity to life using fascinating (and previously untold) stories from behind the scenes. Through his insight and wit, youa€™ll discover how companies that leverage this power can stand out from competitorsa€”and individuals who master it can become critical assets to their organizations.The Obsession That Drives Applea#39;s Success Ken Segall ... John, 93 LG, 195 Long, Justin, 154 Lucasfilm, 103, 115 MacBook Air, 113, 114, 176, 178 MacBook Pro, 113, 114 Macintosh: C1, 105a€”7 clones of, 23 ease of use, 52, 53 iMac, see iMac as a€œinsanely great, a€ 2 launch of, 2, 12, 35, 70, 84, 87, 144, 152 Mac vs. PC adsanbsp;...

Title:Insanely Simple
Author:Ken Segall
Publisher:Penguin - 2012-04-26


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