Insanely simple (Penguin Books)

Ken Segall put the 'i' in iPad. Now he explains why simplicity is the secret of Apple's success in "Insanely Simple". To Steve Jobs, Simplicity wasn't just a design principle. It was a religion and a weapon.

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, and guides the way Apple is organized, how it designs products, and how it connects with customers.

It's żeby crushing the forces of Complexity that the company remains on its stellar trajectory. As creative director, Ken Segall played a key role in Apple's resurrection, helping to create such critical campaigns as 'Think Different' and naming the iMac.

"Insanely Simple" is his insider's view of Jobs' world. It reveals the ten elements of Simplicity that have driven Apple's success - which you can use to propel your own organisation.

Reading "Insanely Simple", you'll be a fly on the wall inside a conference room with Steve Jobs, and on the receiving end of his midnight phone calls. You'll understand how his obsession with Simplicity helped Apple perform better and faster."A blueprint for running a company the Steve Jobs way...should be required reading for anyone interested in management and marketing".

("The Times"). "Punchy...Segall gets inside Apple's branding and marketing to explain its directness and power". ("Financial Times"). Ken Segall worked closely with Steve Jobs as ad agency creative director for NeXT and Apple.

He was a member of the team that created Apple's legendary 'Think Different' campaign, and he's responsible for that little "i" that's a part of Apple's most popular products.

Segall has also served as creative director for IBM, Intel, Dell, and BMW. He blogs about technology and marketing at kensegall.com/blog, and has fun with it all at scoopertino.com. Follow Segall on Twitter: @ksegall.