The spectacular success of Apple is well known—but that’s not to say it’s well understood.

How is it that Apple could so consistently outthink and outmarket monoliths who possess greater resources or market share? The answer is surprisingly uncomplicated.

Insanely Simple: The Obsession That Drives Apple’s Success

To Steve Jobs, Simplicity was a religion. He built a company based on its principles, in which the complexities of traditional business were simply not tolerated. Simplicity was also his most powerful weapon—a means of humbling category leaders once thought to be invincible.

Insanely Simple is a fascinating read for anyone curious about life in Steve Jobs’s world. It’s a must-read for anyone who wishes to leverage the power of Simplicity to propel their own organization—or their own career.

The ten elements of Simplicity

Insanely Simple explains the ten elements of Simplicity that drive Apple’s success, illustrating each with previously untold stories. It takes you inside Steve Jobs’s world to show you how he enforced the rules of Simplicity—sometimes with humor, sometimes with brutality, but always with amazing success.

An eyewitness account

Author Ken Segall is an advertising executive who worked closely with Steve Jobs for over 12 years spanning NeXT and Apple. He started the i-frenzy by naming iMac and helped develop Apple’s famous Think different campaign. Having also served tours of duty with Dell and Intel, Ken is uniquely qualified to point out the the stark contrasts between the practices of Apple and other iconic technology companies.

He blogs about technology and marketing at Ken Segall’s Observatory, and serves up weekly doses of Apple-based satire at Scoopertino.

Insanely Simple may be purchased at Amazon, Barnes & Noble, Apple iBooks, IndieBound, and 800-CEO-READ. It is also available on Kindle wherever that device is sold, and is now available as an audiobook via Audible.

Outside the US: Insanely Simple is available at Amazon UK.