Think Simple: How Smart Leaders Defeat Complexity

by Ken Segall

Simplicity is arguably the most potent weapon in business—attracting customers, motivating employees, helping outthink competitors, and creating new efficiencies. Yet rarely is it as simple as it looks. Ken Segall’s first book, Insanely Simple, was based on observations gained from twelve years working as Steve Jobs’s advertising agency creative director, first with NeXT and then with Apple. He saw firsthand that Jobs looked at everything through the lens of simplicity. His obsession with simplicity was not just visible in Apple’s products. You could see it in the way the company organized, innovated, advertised, sold at retail, and provided customer service. In practice, simplicity was Jobs’s most powerful business weapon. It helped Apple distinguish its products and create entirely new product categories, and it put distance between Apple and its competitors. But, while Apple is a terrific example of a company that has been propelled by the power of simplicity, it is hardly alone.Inspired by the ways Apple has benefited from the power of simplicity, Segall set out to find other companies that were traveling this path. He wanted to learn more about the thinking of their leaders. He felt that if he could chronicle the experiences of those who have successfully simplified, it would be an invaluable guide for everyone who would like to do the same. This book is the result of his journey into simplicity in companies around the world.Many of the “heroes of simplicity” profiled in this book are probably not on your list of usual suspects. Segall had conversations with over forty men and women from a wide range of industries, in companies big and small, established and up-and-coming, famous and below under the radar.  Each leader has a fascinating point of view about how simplicity has helped improve his or her company and set it apart from competitors. Each is unique, yet, as you’ll find, many display interesting similarities. From Jerry Greenfield, you’ll hear how Ben & Jerry’s grew from local to global without losing its focus and simple values. From the CEO of one of Australia’s biggest banks, you’ll hear how simplicity is attracting new customers. From former Apple Senior Vice President Ron Johnson, you’ll hear how a simple idea aligned the team creating the worldwide network of Apple Stores. You’ll discover how simplicity influences the CEOs of The Container Store and Whole Foods. You’ll get insights on simplification from the worlds of fashion, automobiles, entertainment, and technology. You’ll even get inside the blue heads of the Blue Man Group, who developed a business strategy to defeat complexity before it could take root.No principle is more important for businesses today than simplicity. In this insightful and often surprising book, you will learn how to harness the power of simplicity to build lasting, profitable organizations.

Genres: Business, Leadership, Nonfiction, Self Help, Audiobook, Design, Professional Development

248 pages, Kindle Edition

First published June 7, 2016

Reviews

[Diana · Rating 3 out of 5]

This wasn't a bad book. I thought the concept was fascinating, and the examples given were quite diverse. While it did start to sound like a commercial for Apple on quite a few occasions (especially at the beginning...seriously, I got to the point where I wanted to scream every time I saw Steve Jobs mentioned...), there were enough companies introduced that eventually a more complete picture started to form. Unfortunately, the book ended up being rather repetitive and even a tad rambling at times, which distracted from, well, the simplicity of the topic. That being said, there was some good information in the book, and it certainly told me about a few companies for which I'd love to work!

I won as ARC of this book in a Goodreads giveaway, but all opinions expressed are mine and mine alone.

[Chintushig Tumenbayar · Rating 5 out of 5]

Ажилд маань ихээхэн өөрчлөлт авчирсан номнуудыг нэг байлаа. Албан байгууллага оффисийн ажлаа их л уйтгартай мэтээр төсөөлж шинэ соргог зүйлсийг гаднаас эрж хайдаг байсан би харах өнцгөө бага ч гэсэн өөрчиллөө.

[John · Rating 4 out of 5]

If there was a book that proves the adage "Keep it simple", this is it.

Ken Segall shares his diverse marketing experience with those willing to heed it on the importance of simplicity in everything (from purpose, communication, to leadership). Simplicity will leads to high chances of successes, breakthroughs, innovation, amongst other key business indicators, and Segall lewdly explains why, through his past successes, and also the interviews with fellow game changers.

Most of the book relies heavily on private industry lead practices; those seeking academic validation might find themselves lacking in this department.

Highly recommended for those seeking inspiration from the past that is still relevant in the future. Highly recommended for all communicators, whom have forgotten the value of simplicity.

[Rafa Willisch · Rating 2 out of 5]

Probably there wasn't enough material about simplicity to fill the number of pages required by the publisher so they decided to add names (mainly Steve Jobs) to probe the point. Many of the examples of success mentioned in the book are related to simplification, but that is pure semantics as in many of those cases simplification was really down sizing not to make simpler but too make smaller and profitable.

[Iman Shabani · Rating 3 out of 5]

This is worth only one (short) read if you ask me.

[Karen ⊰✿ · Rating 3 out of 5]

Segall gives us multiple case studies through this book of businesses that are start-ups right through to very large and old Companies, and how they have to work to keep things simplified and the benefits that gives.
I found the different case studies quite interesting, and it was a nice change to have some Australian examples given too. I do agree with some other reviews that the structure of the book was not simple and could have used some work. It also felt a little heavy in the Apple/Steve Jobs department. As fascinating as his time at Apple was, I think far too much of this book was given to it.
Overall an interesting book, but not one that will leave you with any clear steps of what action you can take. Segall describes it as a "roadmap to a roadmap" so I guess you can read this to get inspired and get ideas and then go elsewhere to determine how to implement.

[Richard · Rating 3 out of 5]

Business & management books that are worthwhile are difficult to write. The potential pitfalls are: it's boring, it's impractical, there's minimal actionable information, or there's minimal new content or perspective. "Think Simple" avoids all of these pitfalls IF you are among the right audience: a manager who is trying to create or improve a business process. As a reader who is not squarely in that group, I found the book to be not quite as compelling, hence the 3 stars.

Basically, Segall covers the concept of simplicity from numerous angles with plenty of real-life examples from successful business leaders. I really liked the final chapter which presents an action plan for putting the lessons of the book into practice. Not all of the advice here will be practical or useful for every business. You have to pick and choose to fit your own situation. And depending on your current business philosophy, you may find that you already buy into some or many of the concepts Segall presents. Even so, I like the way Segall has organized the book. I think most managers will find value here.

[Treyten Carey · Rating 1 out of 5]

I wrote a review last year, but it seems to have been deleted. I'm not sure how reviews get deleted, whether by Goodreads or by the author. Nonetheless, I don't recommend this book.
It was great towards the beginning, when the author talked about how some companies thought processes work. But from the middle of the book beyond, the author talks about Apple like they're some God-almighty company who has never done anything wrong and will always be amazing. There's a clear bias from Ken, almost like he's trying to persuade you into buying Apple products, rather than how companies (plural, not just Apple) keep things simplistic.

[Joy · Rating 3 out of 5]

There is some good food for thought here but overall I found it a bit repetitive and in one instance contradictory. As an actuary, I had to disagree with him about the usefulness of data. Perhaps in some sectors sales are all that matter, but in others, mine included, it's imperative to ensure those sales are profitable. If you're looking for the next great idea, this is not it. If you're looking for something to spark thoughtful discussion, this might work.

[Lily · Rating 2 out of 5]

Should have been titled, My Lord and Savior is Steve Jobs. Yes, he was a visionary and an influential leader, but the book should have been written according to its title! Ironic considering that the simple guidelines were so long-winded; Segall could have written this book in a less verbose and succinct way. For anyone wanting to read this book, I suggest skipping to the summaries in the back.

[James Barr · Rating 2 out of 5]

Not much here that I have not already read. If you have never read a book on simplifying the inter workings of a business, this isn't too bad. If you especially like to read about the culture of Apple, you might like this book.

[Frans Kamffer · Rating 4 out of 5]

A good look at how businesses should simplify and the proven results from real life businesses. What I appreciated, is that it the author has taken the time to also elaborate on unsuccessful strategies.

Solid principles but not as easy as just implementing.

[Ryan · Rating 4 out of 5]

Lots of truth in this book - a bit too heavy with examples from Apple and Jobs - but still superbly insightful and thoughtful.

[Austin White · Rating 4 out of 5]

Goog example of other companies applying this strategy. Some repetition of points and examples

[David Poon · Rating 3 out of 5]

Ken Segall's book on "Think Simple", a play on the words "Think Different" takes a lot of references from his experience working with Steve Jobs of Apple. There is a lot of good ideas, a few good examples besides Apple, and way too much words for a book on Simplicity, which if you think about it, is really really ironic. Taking a page from one of the examples in the book, the key points of the book could probably fit into a single page. This is of course a criticism of the book industry rather than Ken's book.

Having said that, there are quite a few good ideas of simplicity that businesses should adopt, but not without deciding to stick to it no matter what (ahem.. JC Penny) It's a reminder to focus on what the business is about and not let the complexity of growth and early successes turn into the reason for failure, or even worse, an automaton for spreading bad experiences and more uneccesary complexity due to a lack of courage and imagination.

I suspect that the good content of this book could be better presented with a tighter edit and writing.

[Ian Yarington · Rating 4 out of 5]

I won this in the giveaways and probably wouldn't have read it otherwise, just because of my personal tastes in books, but I'm sure glad I won and gave it a chance. This was actually a very well written and fun look at successful companies and the simple things they did to become successful. I did see a few other reviewers say it felt like a commercial at times, specifically for Apple, but with the theme of the book I completely understood why they felt that way, I just didn't necessarily agree. It had to point out success and with any company it's probably going to seem like a mini commercial. I really enjoyed more than just the Apple section as well, it was well rounded and an interesting read.

[Ádám Büte · Rating 2 out of 5]

I was very disappointed by this book.

It had none of the insight and single-minded focus of Insanely Simple. In fact, it felt quite complex, with various ideas being attacked from many angles, only vaguely related to the notion of simplicity.

It also lacked the voice of Ken that I got to enjoy in Insanely Simple and his blog.

It basically reads like an advertorial or press release for the interviewed companies instead of conveying anything meaningful (and new) about the notion of simplicity.

[Quinns Pheh · Rating 3 out of 5]

The author believes that people naturally gravitate towards simplicity over complexity. To simplify things, however, takes work. A company’s leadership could help drive simplicity by adopting a hands-on, intuitive approach. Moreover, a strong brand helps unify and simplify a business, no matter how disparate its parts seem. Simplicity could inspire love and loyalty, thus gaining trust and popularity amongst the public.

[Joe · Rating 2 out of 5]

I'm definitely not the audience for this book because I'm a small business that wants to remain small, and not a big business looking to simplify.

That said, I was interested in lots of stories (which he primed in the beginning of the book) and what I got was love letter to Steve Jobs with like 5 other companies mentioned. Open to a random page and you'll probably see his name or "Apple."

[Cikko Cikko · Rating 3 out of 5]

good stories how successful companies make things simple (at least) in the eye of it's customers and stay focus on what matter. there is no surprising knowledge in this book as all business leader and companies always aim for simplicity, but it's quite refreshing to let you know how great leaders did it and how you should those kind of mindset.

[Div Manickam · Rating 4 out of 5]

A true believer in simplicity, I'm grateful to have read this book.

Thank you Ken for sharing the amazing stories of Steve Jobs to Whole foods to Telstra.

It's amazing how difficult simplicity is and the truth is simplicity is the ultimate sophistication.

When we really take the effort to simplify our life unfolds in beautiful ways and that's true for everything you do in your day-to-day life.

[Toshi · Rating 4 out of 5]

Lots of examples on simplicity in business process, organization, decision making, branding, etc lead to success. Simplicity is free to everybody and does not require business degree. Why we cannot do this at all?

[Abayomi Agboola · Rating 5 out of 5]

This would rank as one of the best books I ever read. Made simplicity sound easy. Very credible mentions of leaders who have been there done that. The "flow" of the book as which simplicity looks to achieve was top notch as well.

[Betty Ann · Rating 3 out of 5]

Great examples from numerous companies on implementing the think simple concept. Heavily focused on Steve Jobs. The money chapter is the last one so if you want to get to the cliff notes the last chapter is it.

[Lina · Rating 3 out of 5]

3/5 wirklich langweilig. Jedes Kapitel hat exakt die gleiche Idee und erzählt von exakt den gleichen Leuten und es geht gefühlt nur um Apple und eigentlich sagt der Titel des Buches schon alles mehr lernt man in dem Buch nicht wirklich würde ich nicht weiter empfehlen.

[Dalibor Jenik · Rating 5 out of 5]

Really liked this one

[Martin Danko · Rating 5 out of 5]

I'm amazed but many great thought shared in this book. So... simple :)

[Travis · Rating 4 out of 5]

Great stories in here and examples of others making things simple. The last chapter he spells out clearly some things to try as you want to make it simple for your company.

[Vinodh Menon · Rating 3 out of 5]

The word 'Simplicity' is repeated 1,000 times but it drives the point home.

"Keep it simple" - Anthony Joshua

He didn't write the book by the way but that quote sums up the book perfectly.

[Goh Jiayin · Rating 4 out of 5]

I like it that there are lots of different stories on how to think simple.