Simplicity is arguably the most potent weapon in
business—attracting customers, motivating employees, helping outthink
competitors, and creating new efficiencies. Yet rarely is it as simple
as it looks. Ken Segall’s first book, Insanely Simple,
was based on observations gained from twelve years working as Steve
Jobs’s advertising agency creative director, first with NeXT and then
with Apple. He saw firsthand that Jobs looked at everything through the
lens of simplicity. His obsession with simplicity was not just visible
in Apple’s products. You could see it in the way the company organized,
innovated, advertised, sold at retail, and provided customer service.
practice, simplicity was Jobs’s most powerful business weapon. It
helped Apple distinguish its products and create entirely new product
categories, and it put distance between Apple and its competitors. But,
while Apple is a terrific example of a company that has been propelled
by the power of simplicity, it is hardly alone. Inspired by the ways
Apple has benefited from the power of simplicity, Segall set out to find
other companies that were traveling this path. He wanted to learn more
about the thinking of their leaders. He felt that if he could chronicle
the experiences of those who have successfully simplified, it would be
an invaluable guide for everyone who would like to do the same.
This book is the result of his journey into simplicity in companies around the world. Many
of the “heroes of simplicity” profiled in this book are probably not on
your list of usual suspects. Segall had conversations with over forty
men and women from a wide range of industries, in companies big and
small, established and up-and-coming, famous and below under the radar.
leader has a fascinating point of view about how simplicity has helped
improve his or her company and set it apart from competitors. Each is
unique, yet, as you’ll find, many display interesting similarities.
Jerry Greenfield, you’ll hear how Ben & Jerry’s grew 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 is attracting
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
the Blue Man Group, who developed a business strategy to defeat
complexity before it could take root.
No principle is more
important for businesses today than simplicity. In this insightful and
often surprising book, you will learn how to harness the power of
simplicity to build lasting, profitable organizations.
Boktitel: Think Simple. How Smart Leaders Defeat Complexity Författare: Ken Segall Bokförlag: Portfolio. Penguin