One of simplicity’s most outstanding attributes is that it looks, acts, and sounds perfectly natural. Your head involuntarily nods in agreement.

Ken Segall
Ken Segall

Author and advertising creative director. Specializing in technology marketing, Segall was Steve Jobs' agency creative director for 12 years working for NeXT and Apple, and also for Dell, Intel and IBM.

People prefer simplicity. Given the option, any sane person will choose the simple path over one that’s more complicated.

This preference is burned into the basic wiring of all living cells. When it comes to ordinary, everyday decisions, most life-forms agree: The simpler path is by far the more attractive one.

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The text above was taken and slightly edited from the following sources.

Insanely simple. The obsession that drives Apple's success

Insanely simple. The obsession that drives Apple's success (Book) by Ken Segall

  • Design & Arts
  • Marketing & Advertising
  • Simplicity
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