Upcoming “Insanely Simple” Book Focuses On The Obsession Behind Apple’s Success



Every Cult of Mac reader should know the name Ken Segall. Leander interviewed Ken back in 2009 about naming the iMac and making Apple’s ‘Think Different’ ad campaign. Ken now runs the hilarious Apple parody site called Scoopertino and his personal blog, Observatory.

As a man that worked with Steve Jobs personally, Ken has first-hand knowledge of what drives Apple as a business, and his insights into the creative marketing and branding industry are profound. He’s got a new book coming out called Insanely Simple, and you should be excited to get your hands on this one.

From Ken’s blog:

You can see Simplicity in everything Apple does: the way it organizes, innovates and communicates. In fact, one could argue that it was Steve’s unrelenting passion for Simplicity that helped Apple rise from near-death in 1997 to become the most valuable company on Earth in 2011.

My observations come from over 12 years of experience as Steve’s agency creative director, from NeXT to Apple. Also relevant to my story are the years I spent on the agency team during John Sculley’s rule at Apple. And then I had some interesting (and often excruciating) experiences in the worlds of Dell, Intel and IBM — which made me even more conscious of what sets Apple apart.

Business enthusiasts and causal fans alike while undoubtedly enjoy reading Ken’s work. We wouldn’t be surprised if it’s more fun to read than Inside Apple or the official Steve Jobs bio.

Insanely Simple goes on sale April 26th. You can pre-order the book on the iBookstore, Amazon, Barnes and Noble, IndieBound, and 800-CEO-READ.

  • Sushanth Amin

    This is fun, a new book again Steve Jobs, will be eagerly waiting for this one ! 

  • coolimoy

    Not to hate on this guy’s book, but there is no other secret to this companies success other than they treat people nice. Apple knows that success lies in customer attention and they bring people on board with that mentality. Every other company could be doing this…but they don’t. Most people in the world don’t think that each day matters.

  • Alberto Hernandez

    Wow how many books about Apple? We get it already.

  • DamienLavizzo

    There’s actually a lot more to it than just “treating people nice”. Understanding the philosophy behind the company is important to understanding why they are so successful. For example, their supply chain dominance has nothing to do with “treating people nice”. Apple is a perfect example of every single level of a company working towards a unified goal. 

    Unlike, say, Microsoft. 

  • Leibster

    If you get it already, why do you keep reading these sites? The fact is, Apple is interesting to people, so they (and you) keep reading. We can do without all the “observers,” but it will be interesting to read the story of someone who was part of the story.