'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'<BR> <BR> Steve Jobs, BusinessWeek, May 25, 1998<BR> <BR> <BR> To Steve Jobs, Simplicity wasn't just a design principle. It was a religion and a weapon. 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 2011, and guides the way Apple is organized, how it designs products, and how it connects with customers. It's by crushing the forces of Complexity that the company remains on its stellar trajectory.<BR> <BR> <BR> As creative director, Ken Segall played a key role in Apple's resurrection, helping to create such critical campaigns as 'Think Different' and naming the iMac. Insanely Simple is his insider's view of Jobs' world. It reveals the ten elements of Simplicity that have driven Apple's success - which you can use to propel your own organisation. Reading 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.<BR> <BR>

애플, 넥스트, 인텔, 델, IBM, BMW 등 유명 기업의 광고와 마케팅을 맡아온 크리에이티브 디렉터. 17년 넘게 스티브 잡스와 함께 일했으며, 1997년 잡스가 고사 직전인 애플에 복귀했을 때 ‘다르게 생각하라(Think Different)’ 캠페인을 기획해 애플의 부활에 결정적 역할을 했다. 또한 아이맥(iMac)이란 제품명을 고안해 아이팟, 아이폰, 아이패드로 이어지는 아이(i) 시리즈의 기반을 마련하기도 했다. 현재 크리에이티브 컨설턴트로 일하고 있으며 북미, 유럽, 아시아 각국에서 광고와 마케팅 강연을 하고 있다. 저서로는 뉴욕타임스 베스트셀러에 오른 『미친듯이 심플』이 있다.