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For Steve Jobs, simplicity was not just a design principle. It was a religion and a weapon. This obsession with simplicity is what sets Apple apart from other tech companies. It is what helped Apple recover from the risk of extinction in 1997 to become the world's most valuable company in 2011. This principle drives how Apple is organised, how it develops products, and how it communicates with customers. It is by breaking down the forces of complexity that the company remains on its stellar trajectory.

As creative director, Ken Segal has played a key role in Apple's renaissance, helping to create important campaigns such as "Think Different" and the naming of the iMac. "Insanely Simple is his insider's look at Jobs' world. He reveals the ten elements of simplicity that have contributed to Apple's success, and which you can use to help your organisation grow. By reading Insanely Simple, you will become an observer in Steve Jobs' conference room and an interlocutor on his midnight phone calls. You'll understand how his obsession with Simplicity helped Apple work better and faster.