I’m reading Ken Segall’s insider account about working with Steve Jobs, Insanely Simple.

It was recommended to me by a colleague and friend of Steve (Jobs), whom I found lurking at Babington House the other morning.

The Secret to Apple Success

The Secret to Apple Success

This book is an inspiration to anybody who finds corporate technobabble and management speak a smoke screen for weak and woolly thinking.

The premise is that Apple’s success under Jobs was due to:

  • Exceptionally high standards
  • Ruthless obsession with keeping things simple
  • Small focused teams, trusted to be creative and get on with the job
  • Eternal vigilance towards simplicity’s evil twin, complexity

In a memorable visual metaphor Segall describes Steve wielding his ‘simplicity stick’ amongst colleagues.

And refreshingly Segall doesn’t pull his punches laying into the failures of big corporations such as Dell, Microsoft and Intel, their internal divisions (literally), and their obsession with complexity.

Apple is a big corporation that behaves like a start up and resists what it calls ‘big company behaviour’.

Apple’s reputation is built on its ability to minimize, deliver beautiful, innovative products, designed for customers as people.

Now you can digest some of the secrets of Apple’s success.  And perhaps sharpen your simplicity stick.


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