Simplicity is arguably the most potent weapon in business—attracting customers, motivating employees, helping outthink competitors, and creating new efficiencies. Yet rarely is it as simple as it looks.
Ken Segall's first book, Insanely Simple, was based on observations gained from twelve years working as Steve Jobs's advertising agency creative director, first with NeXT and then with Apple. He saw firsthand that Jobs looked at everything through the lens of simplicity. His obsession with simplicity was not just visible in Apple's products. You could see it in the way the company organized, innovated, advertised, sold at retail, and provided customer service.
In practice, simplicity was Jobs's most powerful business weapon. It helped Apple distinguish its products and create entirely new product categories, and it put distance between Apple and its competitors. But, while Apple is a terrific example of a company that has been propelled...