“Simple can be harder than complex. You have to work hard to get your thinking clean to make it simple. But it’s worth in the end, because once you get there, you can move mountains.”
-Steve Jobs


Book: Insanely Simple: The obsession that drives apple’s success
Author: Ken Segall
Genre: Biography
Publisher: Penguin
Format: Paperback
Page count: 213
Ratings: 4.5/5

 Blurb: Steve Jobs 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. Insanely simple is an insider’s view of Job’s world. It reveals the ten elements of Simplicity that have driven Apple’s success- which you can use to propel your own organization.


Overview:  Well….this is a book which should be read by anyone who wants to know the reason of Apple’s success because it is not written by an outsider who just assumes the simple secret of simplicity, but it is written by Ken Segall who has a 12 years’ experience working with Steve Jobs as his ad agency creative director spanning NeXT and Apple. The author explains how adopting Simplicity separates Apple from other technology companies. It’s what helped Apple recover from near bankruptcy in 1997 to become one of the most valuable companies on Earth in 2011. To Steve Jobs, Simplicity was a religion and also a weapon. Simplicity can be difficult to describe: it can be a choice, a feeling or a guiding light.   The irony is, becoming skilled in simplicity isn’t that simple.

In Apple’s world, every manager has to be a ruthless enforcer of high standards. If you’re willing to alter your standards from situation to situation, you and simplicity are going to have a rocky relationship. Compromise will often send you back to the drawing board and raise questions about your own talent in client’s mind.

For Jobs, you need to be smart, disciplined and focused on what you’re doing. Productiveness is another thing which separates Apple from another technology companies. For the company Simplicity wasn’t rule or a must-follow thing, it got in scripted in the very DNA of the working style.


Just because you had been a dunce yesterday did not mean that you’d be labeled a dunce today. The way to get back in Steve’s good graces was simply to demonstrate your worth. The author explains the benefits of having small groups of people leading your organization, but you must remember that having small group doesn’t means that they should be some bunch of idiots. The group should consist of people who deserve to be there. That bunch of people should be flawless so nobody can opt for their replacement. The author has explained everything which will help you boost your business or organization. I will obviously not discuss everything here. But I’d like to share some glances of the book

Steve used to reject work not because it was bad but because in some way it failed to distill the idea to its essence. It took a turn when it should have traveled a straight line.

Review: I believe, even if you aren’t a business man or run an organization, you must read this book. It may seem a guide instead of novel having a real story but still it’s a must read and I believe just because it is written by someone who has worked with my favorite- Steve Jobs. Steve Jobs was a great great man. He perfectly knew how to do any work. No offence but I like him even more than Gates. I’d love to work with him but curse the heavens for calling him up that early. The author discuss that how brutal was the man but everything done by him was for the betterment of Apple and obviously its’ employees. He shared memos with CEO of the most valuable company on the planet. I’d highly recommend reading this book to everyone.



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