Okay, so the book I'm going to talk to you about today is insanely simple, the obsession that drives

Apple's success, and it's written by Ken Siegel.

This book is a little different from the books that you and I normally talk about.

It is not a biography, but it is a fascinating look into how it was working with Steve Jobs because Ken Siegel was the ad agency creative director of the firm that Steve used when he was at next and then when he came back to

Apple to lead that turnaround. And so at this point I've made I don't know 10 episodes on Steve Jobs

I've read as many books on him as I can find and yet there was stories in this book that I have found nowhere else and it's because Ken worked with Steve intimately for over a decade.

Steve had no problem calling Ken at midnight to debate a single word in the ad copy.

And so one of the things that Ken noticed that was different from the other clients that he had was that Steve

his dedication to simplicity was almost religious in nature and you would see that

religious-like dedication to simplicity throughout the entire way that Steve ran

his business to the way he communicated internally with his employees to the way he communicated internally with his employees, to the way he communicated

externally to his potential customers, to how he organized his team, to how he built his

products.

And so Ken noticed that Steve had a tool to do this and he calls it the simple stick which is one of my favorite stories.

This is the second or third time that I've read the book and considering I reread my highlights all time

it's like the 10th time I read the book and for some reason I failed to make an

episode on it before so I'm rectifying that mistake here but the simple stick the

reason I bring that up is because from the very first time I read the book

you know probably eight years ago something like that this idea of the simple stick always

stuck in my mind so the simple stick is just a tool that Steve Jobs used to keep his team

from over complicating things if an idea was not distilled down to its essence, Steve

would reject it. If an idea took a turn when it should have traveled in a

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