Insanely Simple: The Obsession That Drives Apple's Success, by Ken Segall
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Insanely Simple: The Obsession That Drives Apple's Success, by Ken Segall
Free Ebook PDF Online Insanely Simple: The Obsession That Drives Apple's Success, by Ken Segall
Penguin presents the unabridged, downloadable audiobook edition of Insanely Simple, written and read by Ken Segal.
Simple can be harder than complex. You have to work hard to get your thinking clean to make it simple. Steve Jobs' obsession with simplicity is what separates Apple from other technology companies. It's what helped Apple recover from near death in 1997 to become the most valuable company on Earth in 2011 and guides the way Apple is organized, how it designs products and how it connects with customers. It's by crushing the forces of complexity that the company remains on its stellar trajectory.
As creative director, Ken Segall played a key role in Apple's resurrection, helping to create such critical campaigns as "Think Different" and naming the iMac. Insanely Simple is his insider's view of Jobs' world. It reveals the ten elements of simplicity that have driven Apple's success - which you can use to propel your own organisation.
Reading Insanely Simple, you'll understand how his obsession with simplicity helped Apple perform better and faster.
Insanely Simple: The Obsession That Drives Apple's Success, by Ken Segall- Amazon Sales Rank: #33171 in Audible
- Published on: 2015-10-29
- Released on: 2015-10-29
- Format: Unabridged
- Original language: English
- Running time: 425 minutes
Where to Download Insanely Simple: The Obsession That Drives Apple's Success, by Ken Segall
Most helpful customer reviews
104 of 122 people found the following review helpful. Good Steve stories but too much filler material By John R Chang This book needs a dose of its own medicine. The previously unpublished stories about Steve Jobs and Apple are real gems. But in much of the rest of the book, the author mostly invokes a silly narrative of battle between Simplicity and Complexity and falls back to insipid conclusions such as "Simplicity attracts" and "Simplicity has universal appeal". Well, of course. We don't need the author to persuade us of that.The author compares Apple to companies like Dell and Intel, which have confusing product portfolios and marketing messages. But why do they? The author credits Steve's direct involvement in the creative process and lack of patience for big meetings and formal presentations. He explains that in a good working relationship, both sides are upfront and don't withhold problems from each other, and this creates the best results. Beyond that, there's not much more insight or deep ruminations about the nature of simplicity, which I would have appreciated. I know from experience [I worked at Apple during the second Steve era] that simplicity is rarely just a matter of wielding the Simple Stick, as the author seems to suggest. (Even when it is, it sure helps to be the CEO.)I can imagine this book started out as a personal collection of Steve stories--for which I would have gladly given 5 stars. At some point, some publisher or marketing person probably decided that this book wouldn't appeal to the masses unless it were written as a management book, so as it stands, this book also tries to dispense business advice. A Steve quote (ironically, included in this book) comes to mind: "Get rid of the crappy stuff and focus on the good stuff."
22 of 24 people found the following review helpful. "I would give my life for simplicity on the other side of complexity." Oliver Wendell Holmes By Robert Morris As Hannibal Lector explains to Clarice Starling in The Silence of the Lambs, the Roman emperor and philosopher, Marcus Aurelius, endorsed the idea of focusing on the essence of a subject. The French later formulated the concept of the précis. Still later, Oliver Wendell Holmes observed, "I would not give a fig for simplicity on this side of complexity but I would give my life for simplicity on the other side of complexity." All this serves to create a context, a frame of reference, for Ken Segall's brilliant analysis of what drove Steve Jobs to create an insanely great company that continues to produce insanely great products.As Segall explains, "Simplicity doesn't spring to life with the right combination of molecules, water, and sunlight. It needs a champion - someone who's willing to stand up for its principles and strong enough to resist the overtures of Simplicity's evil twin, Complexity. It needs someone who's willing to guide a process with both head and heart." These are among the passages, themes, and concepts that caught my eye throughout Segall's lively and eloquent narrative:o Standards Aren't for Bending (Pages 15-16)o Small Groups = Better [Collaborative] Relationships (35- 38)o The Perils of Proliferation (52-54)o Thinking Different vs. Thinking Crazy (74-77)o Simplicity's Unfair Advantage (93-95)o Never Underestimate the Power of a Word (123-125)o Death by Formality (132-135)o Technology with Feeling (138-140)o Ignoring the Naysayers: Inventing the Apple Store (180-184)I have read all of the books written about Steve Jobs and Apple and reviewed most of them. In my opinion, with the exception of Walter Isaacson's definitive biography, none provides a more thorough explanation of Jobs's values, standards, and motivations than does this one. As Segall suggests, Jobs's greatest achievement is that he "built a monument to Simplicity."As Jobs invariably had the last word at the conclusion of conversations and meetings, it seems appropriate that he also have the last word now:"Simplicity can be harder than complex. You have to work hard to get your thinking clean to make it simple. But it's worth it in the end, because once you get there, you can move mountains."
12 of 15 people found the following review helpful. Substance-free book full of unthinking adulation of Steve By Vaddadi Kartick I picked up this book with high expectations, but once I read half-way through, I was impatiently waiting for the end, and was relieved when I finished it.Much of the book is unthinking adulation of Steve. I like and respect Steve as much as anyone, but I don't want read 200 pages of what comes off as a somewhat unthinking worship of the man. There's little new here for someone who has followed Steve's life, or read his stories, or read Walter Isaacson's book (which I recommend over this one any day). Speaking of which, there's none of the criticism of Steve that "Jobs" had, without which this book ends up sounding like one-sided fan worship, and not insightful at that, either.The book has a little too much of "us vs them" undertones for my taste, as if it's from an Apple fanboy blog like Daring Fireball or Marco. By all means, point out where other companies fail, but don't be so disdainful of other companies.Most of the chapters contain little substance and could just as well be expressed in a single page. The conclusion, where the author summarizes each chapter in half a page, is perhaps the most interesting part of the book. But even that was too long, to be honest.The other flaw with this book (and I read this criticism elsewhere) is that it chooses one theme -- simplicity -- and attributes all of Steve and Apple's successes to it, in the typical MBA style. This is a stretch. One could just as well credit any of the other gifts Steve had for this -- one could image books titled High Standards, Taste, An Eye For Detail, How to Inspire People, etc.Some of the author's conclusions are also open to debate with the passage of time and change of market conditions. For example, the author says that the iPhone and iPad are so successful in the market because of simplicity. But remember that the book was released a couple of years back. Now, I have to disclose that I work for Google, but since Android outsells iOS in both phones and tablets, and Samsung's satisfaction ratings exceeded the iPad's, and Samsung was more profitable than Apple, does it mean that simplicity doesn't work after all? This is the problem with the kind of facile analysis the author does.Finally, the author is an ad man. So it's not surprising that he doesn't have much insight into the hardware, software or user experience design at Apple, and how they have able to build such great products. If you're looking for that, look elsewhere.As a final note, the books covers little of what makes Apple (as opposed to Steve) able to do what it did. When it does cover Apple, it paints a picture of a politics-free utopia. Maybe that's true at the CEO level, with whom the author interacted a lot, but given that the company employs thousands of people, that's hardly a complete picture. What's unique about Apple itself -- its processes, values, the way it's managed, etc? The book doesn't say.
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