To Steve Jobs Simplicity wasnt just a design principle It was a religion and a weapon The obsession with Simplicity is what separates Apple from other technology companies Its what helped Apple recover from near death in 1997 to become the most valuable company on Earth in 2011 and guides the way Apple is organized how it designs products and how it connects with customers Its by crushing the forces of Complexity that the company remains on its stellar trajectory As creative director Ken Segall played a key role in Apples resurrection helping to create such critical campaigns as Think Different and naming the iMac Insanely Simple is his insiders view of Jobs world It reveals the ten elements of Simplicity that have driven Apples success which you can use to propel your own organisation Reading Insanely Simple youll be a fly on the wall inside a conference room with Steve Jobs and on the receiving end of his midnight phone calls Youll understand how his obsession with Simplicity helped