[PDF] Insanely Simple

  • Hardcover
  • 240
  • Insanely Simple
  • Ken Segall
  • English
  • 28 April 2020
  • 9781591844839

Ken Segall ☆ 8 Characters

Read Insanely Simple Insanely Simple Read Ù eBook, ePUB or Kindle PDF Characters É eBook, ePUB or Kindle PDF ☆ Ken Segall To Steve Jobs Simplicity was a religion It was also a weaponSimplicity isn’t just a design principle at Apple it’s a value that permeates every level of the organization 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 2011Thanks to Steve Jobs’s uncompromising ways you can see Simplicity in everything Apple does the way it’s structured the way it innovates and the way it speaks to its customersIt’s by crushing the forces of Complexity that the company remains on its stellar trajectoryAs ad agency creative director Ken Segall played a key role in Apple’s resurrection helping to create such critical marketing campaigns as Think different By naming the iMac he also laid the foundat. Of all of the books jumping on the Steve Jobs bandwagon this is perhaps the one that s most of valueThis is perhaps the one management book which has really resonated with me since Don Peppers and Martha Rogers The One To One Future Let s face it that s not great that was published in 1996I m old enough to have worked for organisations both large and small as an employee and as an outside supplier It can be frustrating to be working for an organisation that has a core of brilliance but somehow can t get things done this book explains the one simple reason why this is often the case they can t do things in a simple wayThe book s author Ken Segall worked as a marketing provider to Apple and at the same time Intel Dell and other large IT companies It s essentially the story of what makes Apple such a force to be reckoned with but isn t merely a sanctification of Steve JobsYes Steve is mentioned aplenty and is usually the centre of the many examples given But while it touches on many of the facets of Steve s character which made him so successful it focuses on one thing which almost anyone can do to improve their business yet will find an incredibly difficult and elusive concept to implement simplicitySteve was often regarded as ruthless Although there s some truth in that it s probably better to say that he was single minded He wanted to get things done and he often wanted to get them done fast He didn t like to hear the word no Well we ve all worked with managers who think that s the right way to move a company forward that without their aggression people simply wouldn t do their best Steve s single mindedness wasn t like that He often knew that there was a better way and he provided a means to get there He demanded simplicitySteve himself said that simplicity is hard to achieve Segall s book tells the journey of a marketing man working with Steve Jobs as he struggled to rebuild his massively broken former empireIn big company terms some of the stories are amazing such as when Steve returned to Apple and decided that it needed a branding campaign After all the company s brand was in the gutter Yet Apple had never run a campaign that was only about brand ever What was aired was one of the greatest campaigns of all time the Apple here s to the crazy ones commercial which was the spearhead for the company s think different brand campaign Here s to the crazy ones The rebels The troublemakers The ones who see things differently While some may see them as the crazy ones we see genius Because the people who are crazy enough to think they can change the world are the ones who do Anyone who s ever tried to get a brand campaign running will tell you how hard it can be First the company has to understand its own values Then it has to work out the smartest way to communicate them Steve wanted needed his campaign to be done fast It took around a month a simply astonishing amount of timeThe book contrasts this with Dell who after six months still hadn t worked out what it stood for it hadn t even got off the starting blocks The book also contrasts Apple with Intel which stifles creativity and strong ideas with the overuse of focus groups which dilute ideas until they are not only inoffensive they are ineffective Or the excessive use of testing analytics to remove any element of risk and most elements of impactApple never uses focus groups Ever It s smart enough to know a good idea when it sees one and has the confidence to run with it When it makes a mistake such as the round puck mouse it admits that mistake and moves on uickly This sounds arrogant but the point is that not only does Apple trust itself it knows how to keep things simple It runs major meetings as conversations not as presentations Decision making teams often number just two or three people if you re not absolutely needed at a meeting you won t be invited If you turn up anyway you ll be ejected Apple not just Jobs is ruthless about simplicityOther companies believe that large project teams mean brains on the job Apple knows that this means points of view conversations meetings cost delays and a watered down concept Other companies believe in inclusivity That getting the wider view will win hearts and minds Apple believes in secrecy that they have the knowledge the smarts the energy needed to make something really great that will win hearts and minds all on its own Apple knows that the wider your outside involvement the people you have to please and the less focused the ideaApple s obsession reaches into every aspect of what it does including having teams working in secret to create packaging that delights people before the product is even pulled from the box Other companies simply buy the cheapest brown pulp boxes they canApple is now one of the most profitable companies in the world It makes money than most other computer companies combined despite not having the largest market share Its products reshape markets That isn t magic it s damned hard work and a passion about one thing simplicityThis is one book every business leader should read Many will read it with envy unable to envisage how they can possibly change the culture of their organisation into one that s both as empowered and as empowering and therefore so effective Here s to the crazy people

Read Insanely Simple

Insanely Simple

Read Insanely Simple Insanely Simple Read Ù eBook, ePUB or Kindle PDF Characters É eBook, ePUB or Kindle PDF ☆ Ken Segall Allegiance to the concept of “small groups of smart people” raises both morale and productivity• Think Motion Keeping project teams in constant motion focuses creative thinking on well defined goals and minimizes distractions• Think Iconic Using a simple powerful image to symbolize the benefit of a product or idea creates a deeper impression in the minds of customers• Think War Giving yourself an unfair advantage using every weapon at your disposal is the best way to ensure that your ideas survive unscathedSegall brings Apple’s uest for Simplicity to life using fascinating and previously untold stories from behind the scenes Through his insight and wit you’ll discover how companies that leverage this power can stand out from competitors and individuals who master it can become critical assets to their organizations. This is a uirky and charmingly plain collection of anecdotes about Segall s interactions with Steve Jobs and importantly his takeaway lessons from Apple s success It is by design a cherry picked history but in that it actually succeeds where Walter Isaacson s authorized biography failed Isaacson spent so much time making sure his Steve was well rounded and fairly covered he forgot to find for lack of searching it seems any cause for the man s mindblowing career Segall gets to the point Steve kept things simple We can now argue about other factors that contributed to the unprecedented rise of Apple but for the time being Segall s thesis makes a lot of sense

Characters É eBook, ePUB or Kindle PDF ☆ Ken Segall

Read Insanely Simple Insanely Simple Read Ù eBook, ePUB or Kindle PDF Characters É eBook, ePUB or Kindle PDF ☆ Ken Segall Ion for naming waves of i products to comeSegall has a uniue perspective given his years of experience creating campaigns for other iconic tech companies including IBM Intel and Dell It was the stark contrast of Apple’s ways that made Segall appreciate the power of Simplicity and inspired him to help others benefit from itIn 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 sometimes saving millions in the process You’ll also learn for example how to• Think Minimal Distilling choices to a minimum brings clarity to a company and its customers as Jobs proved when he replaced over twenty product models with a lineup of four• Think Small Swearing. Interesting and easy to read take on Steve Jobs and Apple from a marketer s perspective However I found it really distasteful how he criticized and shared negative insider details about his former clients particularly Dell I felt he broke the consultant s unspoken code of conduct He also shared an anecdote where he let a colleague fail miserably in front of Steve Jobs and in Segall s own words So I started doing what any brave advertising guy would do I made sure I sat outside the line of fireIf you can get past those negatives the book contains some great stories about Steve Jobs Segall worked with him on and off for 12 years and summarizes Segall s distillation of what made Jobs and Apple so successful Key highlights Any company is going to experience both success and failure especially if you re focused on innovating Steve Jobs believed in the concept of the brand bank Your brand is like a bank account When you do great things a fabulous new productservice you get deposits in the brand bank When you fail you see a withdrawal As long as you have a healthy balance in the brand bank customers are willing to ride out the tough times But if you ve let the balance run too low customers are likely to be really angry or worse tempted to head for the hills If you re going to try and adopt the value of Simplicity you have to do it across all of your actions from how you communicate minimize your proposition and talk the way humans do not in marketing speak to how you operate small teams are better and you have to have the key decision maker involved throughout the process not at the end to what you offer don t make things complicated than they need to be by offering too many options something which is a huge problem when you are trying to buy a PC I loved the story of how the Think Different campaign came into being It s such an iconic campaign that has stood the test of time and there s a reason for that It embraces and communicates the core values of Apple Segall shares the speech that Jobs gave to employees when he unveiled the campaign It s thought by many to be the perfect presentation about the power of brands Overall the book does a great job of inspiring you to look and see how you can champion Simplicity in your own career