True confession time:
I’ve written a book.
Something tells me you won’t be surprised when I tell you it’s about Steve Jobs and Apple. But this book is different. Really.
That’s because (a) I had a unique vantage point to some pivotal events in Apple history, and (b) this book focuses on one thing alone — the core value that has driven Apple since the beginning.
Insanely Simple is about Apple’s obsession with Simplicity.
You can see Simplicity in everything Apple does: the way it organizes, innovates and communicates. In fact, one could argue that it was Steve’s unrelenting passion for Simplicity that helped Apple rise from near-death in 1997 to become the most valuable company on Earth in 2011.
My observations come from over 12 years of experience as Steve’s agency creative director, from NeXT to Apple. Also relevant to my story are the years I spent on the agency team during John Sculley’s rule at Apple. And then I had some interesting (and often excruciating) experiences in the worlds of Dell, Intel and IBM — which made me even more conscious of what sets Apple apart.
To Steve Jobs, Simplicity was a religion. But it was also a weapon — one that he used to humble competitors once thought to be invincible.
Apple’s devotion to Simplicity is the one constant that can be traced from the first Apple II computer all the way to today’s iPad. Though the company’s success is built upon engineering and design skills, it’s the love of Simplicity that truly powers Apple, revolution after revolution.
Technically, this is a business book. The idea is that in a complicated world, nothing stands out like Simplicity. If you better understand how Apple’s obsession has driven its success, you can adopt the same principles to boost your own organization — or your own career.
That said, Insanely Simple is a general interest book too. It’s a fun read for anyone who’d like to know what it was like to work in Steve’s world during the rebirth of Apple. It will give you a better understanding of what makes Apple Apple.
Crass salesmanship alert: I think you’ll like it. In my book, as I do in my blog, I use my personal experiences with Apple, NeXT and other companies to illustrate the power of Simplicity — and to warn of the evils of Complexity. Many of my stories have never been told publicly, so you’ll find more than a few surprises.
There’s a bit more about the book here.
Last, I invite you to join my new mail list over there in the sidebar. I promise not to abuse the privilege, and I’d love to make you part of my secret club.