'Insanely Simple' Shares Anecdotes on Steve Jobs and Apple

[MacRumors]

While Walter Isaacson's authorized biography of Steve Jobs received significant attention for its glimpse into the life of the Apple co-founder and CEO, others with recollections of Jobs have over the years stepped forward with their own accounts and anecdotes serving to provide a picture of his life.

One of those people is Ken Segall, the longtime creative advertising director who spent several stints working with Jobs at various ad firms including the famous TBWA\Chiat\Day that has been responsible for many of Apple's landmark ad campaigns. Segall's new book, Insanely Simple: The Obsession That Drives Apple's Success, offers an interesting blend of business advice and anecdotes designed to help readers understand how Jobs and the culture of simplicity he fostered enabled Apple to reach the loftiest of heights.

Segall breaks his book down into ten chapters focused on different themes all centered around "the Simple Stick". Under the philosophy of Steve Jobs, the pursuit of simplicity is key in everything Apple does, and as complexity began to creep into projects he repeatedly hit them with the Simple Stick in order to bring them back to Apple's focus.

The Simple Stick symbolizes a core value within Apple. Sometimes it's held up as inspiration; other times it's wielded like a caveman's club. In all cases, it's a reminder of what sets Apple apart from other technology companies and what makes Apple stand out in a complicated world: a deep, almost religious belief in the power of Simplicity.

Having worked with Jobs at both NeXT and Apple, Segall was present for a number of Jobs' highs and lows over the years, events which led to a library of interesting and entertaining stories. Yielding a unique perspective, many of these stories come from the back room where Segall was present for discussions among Jobs, other Apple executives, engineers, and advertising professionals about the future of Apple's products and how to market them to the public.

Insanely Simple debuts tomorrow, April 26, and is available in hardcover from retailers such as Amazon, as well as in e-book format from Apple's iBookstore and other retailers.

Article Link: 'Insanely Simple' Shares Anecdotes on Steve Jobs and Apple

 

[adrian.oconnor]

Hooray! I've been patiently waiting for this since I first heard about it a few months ago. It should be a really good book.

 

[tobefirst ⚽️]

I guess since iTunes isn't an actual, physical product, Jobs couldn't hit it with the Simple Stick. Unfortunate, because it needs it.

 

[loon3y]

of course it is, every company in the world wants a simpler program for their respective businesses than what they already have. and which is all connected.

 

[iScott428]

The picture and description look like they came straight off Apple.com

Obviously its not from Apple.com though.

 

[foodog]

Simple is why I bought an iPod the first time. I was not impressed with the idea, I had user a couple other MP3 players and they sucked. One friend had one, I gave it a try and was hooked by how simplistic it was. Next day I had a green aluminum slice of heaven.

 

[Moonjumper]

There seem to be many books appearing about Steve Jobs. Walter Isaacson was the one who did it officially, and with Steve's blessing. The only other people I think worth listening to about him are his family and those closest to him at Apple, and they are keeping their thoughts to themselves, which is the right thing to do.

 

[CFreymarc]

But to make something simple and obvious to use is not the easy path. When you create from nothing, there are infinite possible arrangements. Finding the "simple to use" path is heroic and when it is found, obvious. But not til it is found.

Quote Mark Twain here -- “I have made this letter longer than usual, only because I have not had time to make it shorter . ”

 

[charlieegan3]

shame its not ken seagal

 

[bdavis89]

While Walter Isaacson's authorized biography of Steve Jobs received significant attention for its glimpse into the life of the Apple co-founder and CEO, others with recollections of Jobs have over the years stepped forward with their own accounts and anecdotes serving to provide a picture of his life. make a quick buck.

Fixed that for ya.

 

[gugy]

This should be an interesting book.

What I would love is to have at some point Jony Ive/Apple creating a large coffee table book about Apple's design of their products, the story behind it, prototypes that never made it, etc.
That would be very cool for designers and people who appreciate it.

 

[appsforkids]

I can't wait to read it, this looks great!

 

[BMNB1tch]

hey companies

stop letting MBA and Business team committees decide your products

let your designers lead the way

then you business guys figure out how to sell it, capiche?

shocking, I know...

 

[GorgonPhone]

blah blah blah they will fail if they dont put a bigger screen ion the iphone5...

 

[andrewzz]

Or

This should be an interesting book.

What I would love is to have at some point Jony Ive/Apple creating a large coffee table book about Apple's design of their products, the story behind it, prototypes that never made it, etc.
That would be very cool for designers and people who appreciate it.

Or create a coffee table!!!!!

 

[flottenheimer]

Hadn't heard about this book before, but I'm on. I enjoyed Walters book.
And I'm pretty sure I'll enjoy this one as well.

Once again I'm split. Should I buy the book or the e-book? Hmmmm.

 

[henrystar]

The picture and description look like they came straight off Apple.com
Obviously its not from Apple.com though.

Sure, simple, for children! A real power user wants complicated hard-to-deal with stuff so we can show how superior we are to the unwashed masses. We rule the world! The rest of you can use your toy stuff from AAPL. (P.S. I own shares in AAPL).

 

[WiiDSmoker]

Or create a coffee table!!!!!

How about a book about coffee tables that becomes a coffee table!?

 

[Shrink]

Sure, simple, for children! A real power user wants complicated hard-to-deal with stuff so we can show how superior we are to the unwashed masses. We rule the world! The rest of you can use your toy stuff from AAPL. (P.S. I own shares in AAPL).

I agree completely^^^

Isn't it just horrible how Apple dumbs down everything so any fool, like me, can use it. The idea of simplicity...er ...excuse me...dumbed down, also has the capacity to let you learn more with a little reading and experimentation, and stuff you can learn on MR.

Down with the great unwashed...

 

[ArtOfWarfare]

Keep it simple, stupid.

 

[Gemütlichkeit]

apple has cursed me. they've raised my bar in product expectations. there's no reason for everything out there to be simplified. not dumbed down, but simplified.

 

[Moonlight]

Another "art director" trying to; make a quick buck off Steve's death/Apple's success, revise history so it looks like he is some creative genius who created that success (when in actuality he probably had very little to do with anything)

Take all these "First hand accounts of Steve" books with a grain of salt. If you have real stories about Steve/Apple, for the most part, you keep your mouth shut.

 

[Boisv]

With all of these books coming out about Steve Jobs, I wouldn't be surprised to see Apple start making coffee tables for people to put them on.

 

[eyebex]

The relevant question here is: Will it be out before the next iMac refresh?

 

[NAG]

The relevant question here is: Will it be out before the Powerbook G5 refresh?

Fixed that for you.