Review of Insanely Simple

Author Ken Segall worked with the late Steve Jobs for years as the ad agency creative director for Apple and for NeXT – the computer company Jobs founded after Apple ousted him, and before it took him back. Segall provides a manifesto about Apple’s “Simple” approach to design and its battle against anything “Complex.” Segall presents superb, workable ideas and tactics for those who want to emulate Apple’s design sensibility and streamline their own processes. For example, like Jobs, Segall believes that the higher the number of people who make presentations at a meeting, the less productive it will be. Segall shows abiding love and respect for Jobs, and proves a fount of fascinating, illuminating tales about Jobs – and his product development approach – in action. He writes in a clear, simple, readable style – a voice that perfectly suits his themes and advice. This compelling mélange of design ideas should captivate entrepreneurs, executives, managers, designers and people attempting to do their best work under trying circumstances.