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.

If you want something that does not exist it's probably because it has demand and a market! Today we have thousands of businessmen who dream of doing one thing: INNOVATE! Innovation is the sacred chalice of business of success. However, how can we start? Do you know what to do or which direction you have to take to do something that will touch people's lives and change your market? Gustavo Caetano learned to see small problems that needed immediate solution and how to change the course of your business to keep growing. What he wants the most is to see the reader innovate too. Whoever reads this book will find that, contrary to what one thinks and says, innovating is SIMPLE. In this book, you will learn: • How failure can shape the mentality for success? • What makes the innovative DNA? • What is the logic of simplicity to encourage innovation? • The importance of being agile and keep yourself with high innovative potential. • How not to believe the phrase "it has always been this way" Learn the simple business method with Gustavo Caetano, who started in this field with one idea when he was only 19 years old. He built one of the most innovative companies from Brazil. Gustavo Caetano is one of the brazilians most influential people on the internet, according to LinkedIn and GQ magazine. He studied innovation and creativity at MIT (Boston), Stanford (Palo Alto), university of Disney (Orlando) and Syngularity (NASA / California). His company, Samba Tech, is reference and was awarded in several countries. Caetano has already talked for companies like Algar, Oracle, IBM, Microsoft, SAP, Adobe, Bosch, Philips, TV Globo, Stafanini, Estácio, Fiat, Iveco, Visa, Shops Renner, Votorantim, Sicredi and Unimed, as well as international events on Nasdaq, MIT and SXSW in Texas.

The secrets to Apple's success and how to use them, from the Apple insider Ken Segall In Think Simple, Apple insider and New York Times bestselling author Ken Segall gives you the tools to Apple's success - and shows you how to use them. It's all about simplicity. Whether you're in a multinational corporation or a lean startup, this guide will teach you how to crush complexity and focus on what matters; how to perform better, faster and more efficiently. Combining his insight from Apple with examples from companies across industries all over the world - including Ben & Jerry's, Whole Foods, Intel and HyundaiCard - Segall provides a simple roadmap for any company to find success.

Think Small is a simple and accessible plan for success, based on seven scientifically tested steps that really work.

'Simple can be harder than complex. You have to work hard to get your thinking clean to make it simple. But it's worth it in the end, because once you get there, you can move mountains' Steve Jobs, BusinessWeek, May 25, 1998 To Steve Jobs, Simplicity wasn't just a design principle. It was a religion and a weapon. The obsession with Simplicity is what separates Apple from other technology companies. It's what helped Apple recover from near death in 1997 to become the most valuable company on Earth in 2011, and guides the way Apple is organized, how it designs products, and how it connects with customers. It's by crushing the forces of Complexity that the company remains on its stellar trajectory. As creative director, Ken Segall played a key role in Apple's resurrection, helping to create such critical campaigns as 'Think Different' and naming the iMac. Insanely Simple is his insider's view of Jobs' world. It reveals the ten elements of Simplicity that have driven Apple's success - which you can use to propel your own organisation. Reading Insanely Simple, you'll be a fly on the wall inside a conference room with Steve Jobs, and on the receiving end of his midnight phone calls. You'll understand how his obsession with Simplicity helped Apple perform better and faster.

Five years and more than 100,000 copies after it was first published, it's hard to imagine anyone working in Web design who hasn't read Steve Krug's "instant classic" on Web usability, but people are still discovering it every day. In this second edition, Steve adds three new chapters in the same style as the original: wry and entertaining, yet loaded with insights and practical advice for novice and veteran alike. Don't be surprised if it completely changes the way you think about Web design. Three New Chapters! Usability as common courtesy -- Why people really leave Web sites Web Accessibility, CSS, and you -- Making sites usable and accessible Help! My boss wants me to ______. -- Surviving executive design whims "I thought usability was the enemy of design until I read the first edition of this book. Don't Make Me Think! showed me how to put myself in the position of the person who uses my site. After reading it over a couple of hours and putting its ideas to work for the past five years, I can say it has done more to improve my abilities as a Web designer than any other book. In this second edition, Steve Krug adds essential ammunition for those whose bosses, clients, stakeholders, and marketing managers insist on doing the wrong thing. If you design, write, program, own, or manage Web sites, you must read this book." -- Jeffrey Zeldman, author of Designing with Web Standards

Cognitive behavioural therapy is a proven form of psychotherapy that is often the first-line of treatment recommended for managing depression, anxiety, worry, and other common issues. Cognitive Behavioural Therapy Made Simple delivers a simplified approach to learning the most essential parts of cognitive behavioural therapy and applying them to your life. Written by licensed psychologist Seth Gillihan, Cognitive Behavioural Therapy Made Simple replaces workbook pages and technical language with quick and highly accessible cognitive behavioural therapy strategies that can be used on an as-needed basis. For people who are interested in realizing the proven benefits of CBT, Cognitive Behavioural Therapy Made Simple is a vital resource that will promote personal growth as you overcome challenges and improve your wellbeing.