To achieve great things, two things are needed: a plan, and not quite enough time.
– Leonard Bernstein
Former ad agency creative director Ken Segall’s new book Insanely Simple is written from a unique perspective: developing marketing campaigns for technology giants like IBM, Dell, Intel, – and Apple. It was the stark contrast of Apple’s ways that made Segall appreciate the power of Simplicity – and inspired him to help others benefit from it.
In the chapter entitled “Think Motion,” Segall refers to Apple’s practices of fast-tracking project and marketing development. Apple has grown to point where it does a tremendous number of things at once, and in doing so has built one of the world’s greatest juggling acts. Apple:
- lives in constant motion
- never stops thrilling its audience
- never lets things get old
The best illustration of this comes from an example of Segall’s work with both Dell and Apple on similar ventures – developing a new branding campaign.
Apple set out to create a brand campaign in 1997.
Dell set out to create a brand campaign in 2008.
Apple wanted to start its campaign immediately.
Dell pondered a schedule that would take months.
Apple’s brand team was led by its CEO.
Dell’s brand team was led by a committee.
Apple trusted a small group of smart people.
Dell trusted a small group of incompatible people.
Apple knew exactly who it was.
Dell need to figure out who it was.
Steve Jobs was an active participant.
Michael Dell would look in when the project was complete.
Apple’s brand team required only the CEO’s approval.
Dell’s brand team required each division’s approval.
Apple took a month to conceive and create a campaign.
Dell required a month just to talk about strategies.
Apple ended up with the Think Different campaign.
Dell ended up with a stack of presentation boards stored neatly in a dark closet.
Simplicity – represented in the above example by Apple’s actions – is a fundamental requirement when you’re trying to achieve lofty goals. As Dell discovered, a fractured, leaderless group without an urgent mandate is Simplicity-proof.
Will you walk the straight path of Simplicity or choose the dark, winding road of Complexity?