Insanely Simple: The Obsession That Drives Apple’s Success

Insanely Simple

Authors: Ken Segall,

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Simplicity isn’t just a marketing term in Apple. It is what changed the fate of the company from near closure in 1997 to the massive success it has become today. In Insanely Simple, Ken Segall, Apple’s ad agency’s creative director takes you on a personal journey into the company’s strategic secret and biggest competitive edge – its simplicity.

Quotes & Tips from Insanely Simple

Focus
People think focus means saying yes to the thing you’ve got to focus on. But that’s not what it means at all. It means saying no to the hundred other good ideas that there are. You have to pick carefully. I’m actually as proud of the things we haven’t done as the things we have done. Innovation is saying no to a thousand things.

Simplicity 
It should now be considered a basic law of commerce: Simplicity attracts.
Simplicity is the ultimate sophistication.

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