Insanely Simple: The Obsession That Drives Apple's Success
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If you want to reap the benefits of Simplicity, think big—but don’t act that way. As Steve Jobs proved, one of the most effective ways to become a big business is to maintain the culture of a small business
Ken Segall • Insanely Simple: The Obsession That Drives Apple's Success
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Inside Apple: The Secrets Behind the Past and Future Success of Steve Jobs's Iconic Brand
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Why do we assume that simple is good? Because with physical products, we have to feel we can dominate them. As you bring order to complexity, you find a way to make the product defer to you. Simplicity isn’t just a visual style. It’s not just minimalism or the absence of clutter. It involves digging through the depth of the complexity. To be truly
... See moreWalter Isaacson • Steve Jobs
Creative Selection: Inside Apple's Design Process During the Golden Age of Steve Jobs
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This push for simplicity had a purpose. Even though he was a high-tech CEO, Steve could put himself in the shoes of customers, people who cared nothing for the ins and outs of the software industry. He never wanted Apple software to overload people, especially when they might already be stretched by the bustle of their everyday lives.
Ken Kocienda • Creative Selection: Inside Apple's Design Process During the Golden Age of Steve Jobs
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Apple encourages big thinking but small everything else.
Ken Segall • Insanely Simple: The Obsession That Drives Apple's Success
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