To Steve Jobs, Simplicity was a religion. It was also a weapon. He proved that Simplicity is the most powerful force in business. It guides the way Apple is organized, how it designs products, and how it connects with customers.

As ad agency creative director, Ken Segall played a key role in Apple’s resurrection, helping to create campaigns such as ‘Think Different’. By naming the iMac, he laid the foundation for waves of i-products to come.

Now Segall puts you inside a conference room with 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 the ten elements of Simplicity that have driven Apple’s success

which you can use in everything you do.
‘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