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Insanely Simple: The Obsession That Drives Apple's Success Vendor Code_E044 which is fine for theSimplicity isn't just a design principle at Apple it's a value that permeates every level of the organization. It's what helped Apple recover from near death in 1997 to become the most valuable company on earth in 2012. As ad agency creative director, Ken Segall played a key role in Apple's resurrection, helping to create such critical marketing campaigns as Think Different and naming the iMac. This book makes you a fly on the wall inside a conference