To Steve Jobs, Simplicity was a religion. It was also a weapon.The obsession with Simplicity is what separates Apple from other technology companies: the way it’s structured, the way it innovates, and the way it speaks to its customers. It’s what helped Apple recover and perform better and faster, sometimes saving millions in the process. The ad agency creative director of Apple, Ken Segall brings Apple’s quest for Simplicity to life using previously untold stories from behind the scenes. Through his insight and wit, the readers will discover how companies that leverage this power can stand out from competitors—and individuals who master it can become critical assets to their organizations.