Insanely Simple: The Obsession That Drives Apple’s Success
Portfolio/Penguin (April 2012)
The iPhone has turned five. As Ken Segall finished writing Insanely Simple, he felt that the iBrand and the Apple brand were equally strong. He probably finished his final edit a year or so ago. As I read his enlightening book, I feel the iBrand is now stronger than its parent Apple.
Ken Segall played a key role in Apple’s resurrection. He worked closely with Jobs in the creation of the company’s most critical and memorable marketing campaigns, including Think Different. He laid the foundation for Apple’s product naming framework by naming the iMac. Of all the interesting aspects of Apple and facts discussed, this iProcess was my favorite.
Apple’s deep, almost religious, belief in the power of simplicity is what sets Apple apart from other tech companies. For Jobs, simplicity equals power. The strength to keep things simple, and to protect them from becoming complex, was a Jobs’ driving force. Becoming skilled at simplicity isn’t simple. You have to work toward automatic and straightforward business interactions.
Steve Jobs told you what was on his mind and didn’t really care about your feelings or being nice. He had an honest quality and strove to be that way all the time. Simplicity gives work integrity. Simplicity with business honesty keeps you from having to defend issues you don’t believe in. By keeping information simple and compartmentalized you are in the position to make correct business decisions with proper focus.
I wonder what working with Jobs was like, but a challenge I’m sure of. I’m not sure I would have liked him personally, however, Ido respect his work ethic. We are all astonished by his creative drive, and simplicity was the root of his process.
Jobs believe his every product was a manifestation of the Apple brand. The goal of the brand to make things easier for his customers. Simplicity, in its most powerful form, connects directly to our humanity. A tone of common sense allows people to feel they understand you which leads to brand trust and more authenticity.
“Don’t let the noise of others opinions drown out your inner voice. And most important, have the courage to follow your heart and intuition.” -Steve Jobs
Steve Jobs believed simplicity itself was the greatest business weapon of our time. He believed that when you make mistakes you should admit them quickly and get on with your other ideas.
Ken’s study of Apple is easy to read, insightful while challenging you to address your own brand and marketing.
Comments are closed.