Loading...
May 20, 2024 • 52min
#349 How Steve Jobs Kept Things Simple
Founders
This episode discusses the book "Insanely Simple: The Obsession That Drives Apple's Success" by Ken Segall. The book provides an inside look at working with Steve Jobs, based on the author's experience as the creative director at the ad agency Jobs used at NeXT and Apple. It reveals Jobs' dedication to simplicity in all aspects of running Apple, from product design to marketing to organizational structure.
#349 How Steve Jobs Kept Things Simple
0:00
-0:00
Key Takeaways
- Simplicity was Steve Jobs' obsession and drove Apple's success. He used a tool called the "simple stick" to reject overly complicated ideas.
- Clear, direct communication was key to Jobs' leadership style. He gave blunt feedback and made his expectations crystal clear.
- Jobs organized Apple into small teams of smart people, avoiding bureaucracy and "big company behavior".
- Focus on "one" - one message per ad, one version of a product, one window in an app. The further you get from one, the more complexity you invite.
- Simplicity enables speed. Jobs was able to move much faster than competitors by simplifying processes and decision making.
- Jobs taught through casual conversations rather than formal presentations, using visuals and demos to illustrate points.
- The "Hearst Principle" - analyze what competitors are doing, then find a simple path forward by focusing on what they're not doing.
- Editing and distilling ideas to their essence takes time and effort, but is worth it. As Jobs said: "Simple can be harder than complex."
Introduction
This episode discusses the book "Insanely Simple: The Obsession That Drives Apple's Success" by Ken Segall. The book provides an inside look at working with Steve Jobs, based on the author's experience as the creative director at the ad agency Jobs used at NeXT and Apple. It reveals Jobs' dedication to simplicity in all aspects of running Apple, from product design to marketing to organizational structure.
Topics Discussed
The Simple Stick (1:30)
Jobs used a tool called the "simple stick" to keep his team from overcomplicating things:
- If an idea wasn't distilled to its essence, Jobs would reject it
- If an idea took a turn when it should have traveled in a straight line, Jobs would reject it
- Jobs wanted Apple to make products that were "simply amazing and amazingly simple"
The simple stick was applied consistently throughout the entire organization, which is extremely rare in business. Most products and services we use would not be described as a product of clear thinking and simplicity.
Clear Communication (4:00)
Jobs believed that blunt, direct communication was most effective:
- He gave clear, unambiguous feedback - both positive and negative
- Employees always knew exactly where they stood and what was expected
- This clarity enabled the team to move quickly and decisively
"He was always easy to understand. He would either approve a demo, or he would request to see something different next time. Whenever Steve reviewed a demo, he would say, often with highly detailed specificity, what he wanted to happen next." - Ken Kocienda, former Apple engineer
Organizational Structure (14:00)
Jobs organized Apple into small teams of very smart people:
- Avoided bureaucracy and "big company behavior"
- One person in charge of each major area (iPhone OS, Mac hardware, marketing, etc.)
- Jobs was involved in all key decisions - "the way I like to work is where I touch everything"
- Limited Macintosh team to 100 people in early days
This structure enabled Apple to move fast and maintain high quality standards.
Focus on "One" (23:00)
Jobs pushed for extreme focus and simplicity:
- One message per ad
- One version of a product (vs. competitors with multiple versions)
- One window in an app with one main button
- One product focus per quarter for marketing
"The further you get away from one, the more complexity you invite in."
Simplicity Enables Speed (30:00)
By simplifying processes and decision making, Jobs was able to move much faster than competitors:
- Canceled a lengthy agency review process and just called a trusted partner
- Created and aired the "Think Different" ad campaign in less time than it would have taken to just complete initial agency meetings
- Insisted on fast turnaround times for projects
"If you feel you're not moving fast enough, narrow your scope, simplify, and then up the intensity."
Jobs' Teaching Style (34:00)
Jobs taught through casual conversations rather than formal presentations:
- Preferred demos and visuals over slide decks
- Would draw ideas on whiteboards to illustrate points
- Focused on why a product needed to exist, how it worked, and why it was better than alternatives
- Acted as his own "slideshow" rather than relying on bullet points
The exception was new product launches, which were meticulously rehearsed presentations.
The Hearst Principle (38:00)
A strategy for finding a simple path forward in a crowded market:
- Analyze everything competitors are doing
- Focus on what they're not doing
- Use that insight to leap ahead with a simpler solution
Jobs used this approach with the iPod, realizing competitors were trying to do too much on the device itself. Apple's insight was to manage the music library in iTunes instead.
The Challenge of Simplicity (42:00)
Achieving true simplicity is difficult but powerful:
- Requires rigorous editing and distillation of ideas
- Takes more time and effort than allowing complexity
- Enables much greater impact once achieved
"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
Conclusion
Steve Jobs' obsession with simplicity was a key driver of Apple's success. By ruthlessly applying the "simple stick" to all aspects of the business - from product design to marketing to organizational structure - Jobs was able to create products that were both powerful and easy to use. His focus on clear communication, small teams, and distilling ideas to their essence enabled Apple to move faster and have greater impact than its competitors. While achieving true simplicity is challenging, Jobs demonstrated that it's worth the effort, as it allows you to "move mountains" once you get there.