Simplicity is arguably the most potent weapon in business. Yet rarely is it as simple as it looks. No one knows the power of simplicity better than Ken Segall. Working alongside Steve Jobs at NeXT and Apple for twelve years, Segall was the brains behind the legendary ‘think different’ campaign, as well as the man who put the ‘I’ in iMac. And he saw first-hand how Job’s obsession with simplicity was the key to Apple’s success. But Apple is not only company propelled by the power of simplicity. In Think Simple, Segall chronicles the experiences of more than forty leaders from a wide range of industries who have travelled the same path. Each of these ‘heroes of simplicity’ provides fascinating insights into how this powerful business weapon has helped set them apart from their competitors, whether in fashion, transport, retail, entertainment or technology.