Insanely Simple: The Obsession That Drives Apple’s Success
According to Forbes World’s Most Valuable Brands Ranking, Apple is in the top with a Brand value of USD 104.3 billion. How did they get there after being on the verge of bankruptcy in 1997?
According to Ken Segall, it all comes down to simplicity.
Ken Segall, author of Insanely Simple: The Obsession That Drives Apple’s Success, and former Apple’s Ad agency Creative Director, is responsible for the ‘i’ (iMac), encouraged us to ‘Think Different’, and in the process played a key role in Apple’s resurrection.
With his book, Ken gives us an excellent overview of how the company embraced simplicity as core of everything they do. Simplicity, inspired by Steve Jobs, is an obsession that starts at the top of Apple and flows down the entire organisation. It drives the way Apple is structured, the way it innovates, the way the products are designed and the way they communicate with their customers. For Apple, simplicity is a religion, a goal and a measuring stick.
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