#349 How Steve Jobs Kept Things Simple

Okay, so the book that I'm gonna talk to you about today is insanely simple, The Obsession that drives Apple's success. It was written by Ken Siegel. This book is a little different. From the books that you and I normally talk about. It is not a biography, but it is a fascinating look into. how it was working with Steve Jobs because Ken Siegel was the ad agency creative director of the firm that Steve used when he was at Next and then when he came back to Apple to lead that turnaround. And so at this point I've made I don't know, ten episodes on Steve Jobs. I've read

as many books on him as I can find. And yet there were stories in this book that I have found Nowhere else. And it's because Ken worked with Steve intimately for over a decade. Steve had no problem calling Ken at midnight. To debate a single word in the ad copy.

And so one of the things that Ken noticed that was different from the other clients that he had was that Steve It Steve's dedication to simplicity was almost religious in nature. And you would see that religious like dedication to simplicity throughout the entire way that Steve ran his business, to the way he communicated internally with his employees. To the way he communicated externally. to his potential customers, to how he organized his team, to how he's built his products.

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