Insanely Simple

Segall worked as an advertising creative director with Steve Jobs at NeXT and at Apple, and named the iMac. He argues that simplicity was Apple's operating principle rather than an aesthetic preference, and that maintaining it required constant enforcement against the natural tendency of organisations toward complexity.

His specific claims cover several areas. Small groups make better decisions than large ones, and Jobs removed people from meetings when he judged they had no reason to be present. Decisions should be made by the smallest number of people with the authority to make them, and approval chains destroy the work by requiring it to satisfy everyone. Product lines should be minimal, which Segall connects to the 1997 four-quadrant product grid. Marketing should present one idea rather than a list of features. Names should be simple and memorable, which he covers through the iMac naming.

His contrast case is Intel, where he also worked, and he uses the difference between the two companies' approval processes and product line complexity to make the argument concretely. He also covers the cost of simplicity, which is that it requires someone with authority to say no repeatedly and to accept the resulting conflict, and that organisations without such a person default to complexity.

The book is written by an advertising professional about advertising and brand decisions, so the operational and technical dimensions are absent. It is favourable to Jobs and Apple throughout. The observations about meeting size, approval chains and product line complexity are concrete enough to act on.