Insanely Simple
Ken Segall
A Tier
When to Read
When your product, your deck, or your org chart has quietly gotten too complicated.
Main Takeaway
Simplicity isn't a style. It's the operating principle that compounds across every decision a company makes.
Style
Theoretical
Practical
Ken Segall ran Apple's advertising during the Jobs era. He's the guy who named the iMac and wrote 'Think Different.' His argument here is that the force behind every great Apple decision wasn't technology or design; it was an obsession with simplicity, defended by Jobs against everyone who wanted to add one more thing. Currently reading, so the verdict isn't in yet. If it lands the way Creative Selection did, it'll be a sharp companion to Build and the rest of the inside-Apple shelf.