“Simple 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.”—Steve Jobs

Ken Segall worked as an advertising agency creative director for 17 years, both at Apple and at Next. He worked closely with former Apple CEO, Steve Jobs. During his time working  with Apple, he began to notice a pattern which formed 10 core elements upon which the book is based. Segall also served as worldwide creative director at agencies for Dell, Intel and IBM.

Insanely Simple’s Theme

“The operative theory here is that, while Apple does many things well—hardware, software, manufacturing, strategy, product launches, PR, marketing, retail, and much more—Simplicity is the common thread that ties them all together.”