Simplicity isn't just a design principle at Apple--it's a value that permeates every level of the organization. It's what helped Apple recover from near death in 1997 to become the most valuable company on earth in 2012.
As ad agency creative director, Ken Segall played a key role in Apple's resurrection, helping to create such critical marketing campaigns as "Think Different" and naming the iMac.
This book makes you a fly on the wall inside a conference room with Steve Jobs, and on the receiving end of his midnight phone calls. You'll understand how his obsession with Simplicity helped Apple perform better and faster, sometimes saving millions in the process.
Segall brings Apple's quest for Simplicity to life using fascinating (and previously untold) stories from behind the scenes. Through his insight and wit, you'll discover how companies that leverage this power can stand out from competitors--and individuals who master it can become critical assets to their organizations.
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.
In 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.
Verne’s timeless underwater adventure story, now available in a new translation as a Penguin Classics black spine.
In this thrilling adventure tale by the father of science fiction, three men embark on an epic journey under the sea with the mysterious Captain Nemo aboard his submarine, the Nautilus. Over the course of their fantastical voyage, they encounter the lost city of Atlantis, the South Pole, and the corals of the Red Sea. Along the way, they must battle countless adversaries both human and monstrous. This triumphant work of the imagination shows the limitless possibilities of science and the dark depths of the human mind.
For more than seventy years, Penguin has been the leading publisher of classic literature in the English-speaking world. With more than 1,800 titles, Penguin Classics represents a global bookshelf of the best works throughout history and across genres and disciplines. Readers trust the series to provide authoritative texts enhanced by introductions and notes by distinguished scholars and contemporary authors, as well as up-to-date translations by award-winning translators.
An instant New York Times Bestseller!
“Consider this another vaccine against disaster. Fortunately, this dose won't cause a temporary fever—and it happens to be a rippingly good read.” —Wired
“This crisply written and well-paced book reads like an all-caps warning for a world shackled to the machines we carry in our pockets and place on our laps . . ." —The Washington Post
From two former military officers and award-winning authors, a chillingly authentic geopolitical thriller that imagines a naval clash between the US and China in the South China Sea in 2034—and the path from there to a nightmarish global conflagration.
On March 12, 2034, US Navy Commodore Sarah Hunt is on the bridge of her flagship, the guided missile destroyer USS John Paul Jones, conducting a routine freedom of navigation patrol in the South China Sea when her ship detects an unflagged trawler in clear distress, smoke billowing from its bridge. On that same day, US Marine aviator Major Chris "Wedge" Mitchell is flying an F35E Lightning over the Strait of Hormuz, testing a new stealth technology as he flirts with Iranian airspace. By the end of that day, Wedge will be an Iranian prisoner, and Sarah Hunt's destroyer will lie at the bottom of the sea, sunk by the Chinese Navy. Iran and China have clearly coordinated their moves, which involve the use of powerful new forms of cyber weaponry that render US ships and planes defenseless. In a single day, America's faith in its military's strategic pre-eminence is in tatters. A new, terrifying era is at hand.
A dog on the loose. A boy yearning to connect to his family's roots. A country in the midst of great change. And a vibrant exploration of the power of stories--the ones we tell each other and the ones we find ourselves in.
Twelve-year-old Marwand's memories from his previous visit to Afghanistan six years ago center on his contentious relationship with Budabash, the terrifying but beloved dog who guards his extended family's compound in the rural village of Logar. But eager for an ally in this place that is meant to be "home," Marwand misreads his reunion with the dog and approaches Budabash the way he would any pet on his American suburban block--and the results are disastrous: Marwand loses a finger, and Budabash escapes into the night.
Marwand is not chastened and doubles down on his desire to fit in here. He must get the dog back, and the resulting search is a gripping and vivid adventure story, a lyrical, funny, and surprisingly tender coming-of-age journey across contemporary Afghanistan that blends the bravado and vulnerability of a boy's teenage years with an homage to familial oral tradition and calls to mind One Thousand and One Nights yet speaks with a voice all its own.