By Ken Segall
Portfolio, $25.95, 213 pages

Let’s look at the scoreboard: Apple has given the world the iPod, iPhone and iPad, not to mention excellent computers and superbly simple products and marketing campaigns. But how do they do it? In Ken Segall’s newest book Insanely Simple: The Obsession that Drives Apple’s Success, readers gain insight into the genius behind the Apple empire. Segall has authority behind his opinions after 12 years of working closely with Steve Jobs, as well as time working with Dell, Intel and IBM for comparison. Following with the insanely simple theme, Segall has broken the book into short chapters addressing various attributes that the company displays (traits from “Think Minimal” to “Think Iconic”). While the book has the potential to be dull – written as a case study of a successful company – it is in no way lackluster. Segall uses a first person narrative and personal anecdotes to share stories about failure and success in one of the world’s most powerful companies.

Insanely Simple is being released at an extremely relevant time as a new CEO steps into Jobs’ giant shoes. Segall even remarks about the lost years when Jobs left Apple, and the company was ninety days away from going completely bankrupt. Insanely Simple is a wonderful read for Apple lovers, corporate gurus, fledgling businesses and those looking for inspiration and insight into brilliance. After finishing the last page, readers can visit Segall’s Apple satire blog at

Reviewed by Sophie Sestero

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