REVIEW: "Insanely easy. Inspiring examples of Apple », Ken Segal

What is the main secret of Apple's success? Someone believes that this - the right balance between design and technology. Someone sure it's just luck. And someone connects Apple phenomenon to the fact that the apple company conducting the competent marketing policy.

What is the main secret of Apple's success? Someone believes that this - the right balance between design and technology. Someone sure it's just luck. And someone connects Apple phenomenon to the fact that the apple company conducting the competent marketing policy.

Ken Segal, author of the book "Insanely simple: Apple inspiring examples," is your answer to this question. Apple's success, according to him, is due primarily to the fact that kupertinovtsy guided by the principles of simplicity in all stages of their work.

Let's see how Apple has applied this principle into practice and what their experience could be useful for you?

Ken - marketing company Chiat / Day, which has long collaborated with Apple on marketing, advertising and branding. Ken caught Steve Jobs during his work at NeXT is at the end of the eighties and then between him and Steve there was one amusing incident.

An excerpt from the book, the author tells of his face

So, with a pounding heart I ever walked to the conference room on the endless corridors, took a deep breath and opened the door. Steve Jobs chatted with Ralph Ammirati, who beckoned me to formally introduce. Steve smiled at. We even shook hands, and the conversation has started.

- I heard that you're doing a commercial for Apple's, - he said.
I took this as an auspicious sign. Maybe he sees me as a kindred spirit.
- Yes! - I said proudly. In the end, it was something to be proud - we have won a lot of awards.
-I like your TV commercial - Steve said, reinforcing my confidence. And then, still looking straight into his eyes and bewitching the most cordial smile, he added: - A print ad - sucks.

And then, still looking straight into his eyes and bewitching the most cordial smile, he added: - A print ad - sucks.

In such moments you do not know what kind of reaction is expected of you, and you have no more than a second to reflect on the situation. For some reason, I kept struggling to smile.

- Thank you - that's all that I choked, immediately realizing: I thank you for what people call my work sucks. However, for some reason, it sounded fine. After all, in the words of Steve was not malice, he simply remained himself, and I am glad that the ice has been broken. Even with it partly collapsed and my self-confidence. Suddenly I felt my future failures and successes depend only on me.

***

The main idea of ​​the book: simplicity - it is an integral part of the DNA of Apple, which she instilled in Steve Jobs. Using its "ease of the staff," he was able to ensure that all processes in the company were logical and understandable. This simplicity is not only the product range but also in the process of their development, brainstorm ideas, drawing up marketing strategies. All circuit elements are linked by this principle - this is the secret of Apple's success.

A couple of excerpts from the book:

• Clarity stimulates the organization
• Be honest and never nothing is silent
• I vowed never to put myself in a situation forcing to stand up for what I believe is not particularly
• I think he felt that any publicity - good advertising, but on the negative is not worth paying attention to.
• The idea is simple: the presence of each person (with brainstorming, discussing some ideas and work in general) must have a cause.

I liked the book, despite the fact that there are quite a few banal advice like "Think different." But on the other hand, the author tells a lot about working with Apple and Steve - to put it mildly, there is enough amusing stories. I am sure that such details would be of interest to many, so I recommend you read this book. Especially, it is quick and easy to read.

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