The most powerful force in business is simple
In my first book, Insanely Simple, I shared observations gained from twelve years as Steve Jobs’s advertising agency creative director, first with NeXT and then with Apple. It was hard not to be inspired by Steve’s love of simplicity—which could be seen not only in Apple’s products, but in the way the company organized, innovated and advertised. It was by delivering simplicity that Apple created such deep bonds with customers.
Think Simple: How Smart Leaders Defeat Complexity
Inspired by Apple’s story, I set out to find other companies who have leveraged the power of simplicity and learn more about the thinking of their leaders. I felt that if I could chronicle the experiences of those who have successfully defeated complexity, it would be an invaluable guide for everyone who would like to do the same.
Over the course of two years, I had conversations with more than forty leaders in a wide range of industries—in companies big and small, established and up-and-coming, famous and below under the radar.
These “heroes of simplicity” have fascinating points of view about how simplicity has helped improve their company and set it apart from competitors. Each is unique, yet, as you’ll find, many display interesting similarities.
From Jerry Greenfield, you’ll hear how Ben & Jerry’s has grown from local to global without losing its focus and simple values. From the CEO of one of Australia’s biggest banks, you’ll hear how simplicity attracts new customers. From former Apple Senior Vice President Ron Johnson, you’ll hear how a simple idea aligned the team creating the worldwide network of Apple Stores.
You’ll discover how simplicity influences the CEOs of The Container Store and Whole Foods. You’ll get insights on simplification from the worlds of fashion, automobiles, entertainment, and technology. You’ll even get inside the blue heads of Blue Man Group, which developed a business strategy to defeat complexity before it could take root.
By bringing all of these stories together, it was my goal not only to illuminate the thinking of people who have reaped the benefits of simplicity—but to help you develop a road map to a simpler business yourself.
If you’re interested in the concept behind Think Simple, may I suggest that you think freebee. You can dip your toe in the water by reading a free chapter here.