Ken Segall

Responsabile creativo delle campagne più iconiche di Apple.

Coautore del famoso annuncio The Crazy Ones, il primo a vincere un premio Emmy

Ken Segall BCC Conferenciantes

Segall creò la più leggendaria campagna «Think Different», il lemma della compagnia con il quale riuscì a portare Apple ai vertici.

Inglés

Ken Segall lavorò a stretto contatto con Steve Jobs per 12 anni, come direttore creativo delle agenzie incaricate della pubblicità di Next e Apple.

Ken fece parte della squadra che creò la iconica campagna Think different di Apple, che fu fondamentale nella rivitalizzazione della marca. In qualità di membro della campagna, fu coautore della famosa pubblicità The Crazy Ones, il primo a vincere un premio Emmy. È anche il creatore del nome iMac, base della struttura che ha guidato i nomi dei rivoluzionari prodotti della Apple per anni.

Oltre ad aver contribuito alla creazione della leggenda in cui si è trasformata Apple, Ken Segall ha collaborato anche alla pubblicità di marche riconosciute mondialmente come Intel, Dell e IBM.

Scrisse il libro,  Insanely Simple: The Obsession that Drives Apple’s Success, come tributo a Steve Jobs e ad Apple. Nelle sue pagine condivide la sua esperienza nel collaborare con Jobs, mostrando la maniera in cui la sua ossessione per la semplicità aiutò Apple a lavorare più efficacemente e intelligentemente, così come ad ottenere un’inconsueta lealtà dei suoi clienti. Inoltre, spiega che la trasformazione che sperimentò Apple, che passò dal quasi fallimento a diventare l’impresa più apprezzata nel mondo, ebbe luogo grazie all’aver stabilito la semplicità come obbiettivo in quanto alla maniera di innovare, comunicare e organizzare.

Attualmente, Ken è consulente di alcune delle marche più conosciute al mondo . Il suo lavoro creativo più recente è la campagna di rilancio della marca JCPenney, i cui commerciali fecero il loro debutto nella passata trasmissione dei premi Oscar. Il suo blog, Ken Segall’s Observatory, è una referenza in temi di marketing di imprese di tecnologia e pubblicità.

Increíblemente Simple

Increíblemente simple no es sólo un libro. También es una conferencia. La idea es simple: una vez que su organización entiende cómo la simplicidad ha guiado el éxito de Apple, no hay límite sobre lo lejos que puede llegar. En su conferencia Ken Segall, une a esta idea una mezcla de pistas sobre los puntos fuerrtes de Apple e historias interesantes sobre el trabajo con Steve Jobs., destacando:

Simplicidad: la fuerza más poderosa en los negocios.

Para la mayoría de la gente, es obvio por qué Apple se ha convertido en un fenómeno global: hace cosas increíbles, increíblemente sencillas. Lo que es menos obvio es la razón por la que Apple es tan bueno en eso. Gracias a la obsesión de Steve Jobs, la simplicidad es la pauta para todo lo que hace: la innovación, la organización, la venta y la comunicación. Los principios de simplicidad pueden ser abrazados por cualquiera y se pueden utilizar para lograr un éxito extraordinario.

La sencillez es siempre a la moda.

Tendencias de negocios van y vienen, pero la simplicidad es para siempre. La preferencia por la sencillez está integrado en nuestro ADN, y eso no es probable que cambie por unos cuantos billones de años. Las organizaciones que entienden esto pueden covertir la simplicidad en una ventaja competitiva. Porque es un hecho probado: si tienen la opción, los seres humanos siempre eligen el camino más sencillo. Dentro de la organización, la sencillez ahorra tiempo y dinero, crea un mejor trabajo y eleva la moral. No está mal para un concepto que no cuesta un centavo.

Una historia con un atractivo universal.

Apple ha revolucionado tantas categorías, su historia es fascinante para la gente de todos los sectores. Todavía he conocido a una audiencia que no se sienta inspirada y entretenida por las ideas sobre la forma en que funciona.

Insanely Simple: The Obsession that Drives Apple's Success

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.

Insanely Simple: The Obsession that Drives Apple's Success

Think Simple: How Smart Leaders Defeat Complexity

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.

Think Simple: How Smart Leaders Defeat Complexity

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