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Insanely simple : the obsession that drives Apple's success

Author: Ken Segall
Publisher: New York, NY : Portfolio, ©2012.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:
Explores the way in which Apple's culture of simplicity has driven its success, tracing its famous advertising campaigns while exploring the ways in which simplicity can be a powerful business guideline for establishing and measuring goals.
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Details

Named Person: Steve Jobs; Steve Jobs
Document Type: Book
All Authors / Contributors: Ken Segall
ISBN: 9781591844839 1591844835
OCLC Number: 768480265
Notes: Includes index.
Description: xi, 225 p. ; 24 cm.
Contents: Foreword --
Introduction --
The simple stick --
Think brutal --
Think small --
Think minimal --
Think motion --
Think iconic --
Think phrasal --
Think casual --
Think human --
Think skeptic --
Think war --
Conclusion --
Think different --
Acknowledgements --
Index.
Responsibility: Ken Segall.

Abstract:

Explores the way in which Apple's culture of simplicity has driven its success, tracing its famous advertising campaigns while exploring the ways in which simplicity can be a powerful business guideline for establishing and measuring goals.

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. It's what helped Apple recover from near death in 1997 to become the most valuable company on Earth in 2011. Thanks to Steve Jobs' uncompromising ways, you can see simplicity in everything APple does: the way it's structured, the way it innovates, and the way it speaks to its customers. It'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 Apple'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 Apple's ways that made Segall appreciate the power of simplicity--and inspired him to help others benefit from it.

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