'Insanely Simple', Says Steve Jobs obsession with simplicity

Insanely Simple, Ken Segall's book is not only expressed a desire 'Willy Wonka' from one of Apple founder Steve Jobs, but also other stories. The book reveals new insight in the mind of Jobs and how his obsession with the simplicity of the encourages the success of Apple.

Segall is a creative advertising director, who has worked with Jobs on several occasions over 12 years. It says Segall, for Jobs, "simplicity is a religion 'and that is the most powerful weapon.

Segall believes there are 10 elements of simplicity that contributes to the success of Apple, which is described in more than 10 chapters in the book. The ten elements, said Segall, has a 'simple stick' in the story.

When Jobs pressing employees to 'simple stick' during the meeting, it means that Jobs refused their work. "It's not that bad, but because in some ways failed to filter out the idea to its essence," Segall said, as quoted by PC Advisor.

"Simple Stik represents a core value in the Apple. Sometimes it helps us as an inspiration, other times it's like a caveman club. But in any case, it is a reminder of what makes Apple apart from other technology companies and what makes Apple stand out . in a complex world: the almost profound religious belief in the power of simplicity, "said Segall.