This book is as addicting to read as Apple products are to play with. As a business owner, we often try to over-communicate; thus, we make more noise than necessary and confuse our audience. This book hits you over the head and helps you focus on what really matters and carves out a clear and effective strategy to win the hearts of those who fall victim of powerful raw human emotions induced by the laws of simplicity.

This is the Best book on how Apple works I've read, so far. And I read quite a few, including the magazine articles at the time of Steve's very untimely death. Turns out the roadmap to how Apple works is not a roadmap (or a DevKit). It's a philosophy! Which, in some ways is even better. Armed with Ken Segall's insights you can go and apply Simplicity, Apple's secret weapon to everything, including your life, and be supremely happy. I now have a renewed purpose to my life! Thanks, Ken! And kudos!

Great book. Apple brought back to it's essence. Very well written.

You will be missed Steve :(

.... then trust me. You want to buy this book. It's a highly-entertaining and illuminating look at Apple's creative strategies and provides even deeper insights than Walter Isaacson into the passionate genius of Steve Jobs.

Everyone running a business needs to read this.

In the spirit of this book, I'll keep this simple. Great book, wonderful insights and amazing stories. A true inspiration.

The insight of the heart of Apple and how they view the world was wonderful to read. These principles can be applied to any persons lives. I loved the book. Thank you for conveying your experience.

It reveals the kind of culture I am seeking to create in our business

I read this book because I am a huge apple fan what they do is amazing. To create products that are not inexpensive and then get people to line up for them over and over, how do you do that? Read this book! What's interesting to me is many of the things written here can be applied to even how you live with great benefit. I read once in the bible this statement "The lamp of the body is the eye. If, then, your eye is simple, your whole body will be bright" the success of Steve jobs at keeping things simple proves this to be true, Apple certainly shines brightly. By having all the contrasting information the author has written a very good explanation of exactly how Apple has succeeded and how you can use the same approach. Great read! Highly recommend. I have to go simplify now!