Jobs: The simpler the better, the better.

Jobs: The simpler the better, the better. <br /> Siegel is a long-term advertising creative director who has co-operated with NeXT and Apple. He is a member of the "Different Thinking" advertising team, the name of the "iMac" is taken by him, and this also led to the "i" naming of a series of Apple products. In the book, he is a person who can endure the frequent eruption of Jobs's emotions and emotions. In fact, he claims that he likes Jobs's straightforwardness; he writes because it brings clear, non-nonsense communication. Siegel's point of view: The biggest contribution of Jobs is the simple focus. Here, I list some of the leadership lessons that Siegel said he learned from Steve Jobs.
The simpler the better, the better. In the anecdote of the book "Simple Burst: Driving Apple's Success", Apple's packaging design department worked hard for several weeks to design two versions of the new package for the same product. Then they met with Jobs, and Jobs told them to forget two different packages. “Combine them together,” said Jobs. “The same product, the same box.”
Straightforward communication is effective. Jobs hated Siegel and his team for advertising for NeXT computers. The art director uses an old-fashioned hand-carved style. After Jobs rejected the ad, the team quickly built a new, more forward-looking ad. Jobs likes this ad, but insists on rating each team member. He gave the art director "F", blamed him for the mistakes he made, and said: "If you can't do better than that, then you have to fire your own squid." Although many people think that Jobs communicates The approach is rude, but Siegel insists that straightforwardness is of great value because it does not cause confusion, distraction, and complexity.
Good leaders can stay out of the way. Siegel said that Jobs can keep things simple by protecting themselves from the attack. In 1997, Jobs returned to Apple and banned Mac replicas, and many consumers were very angry and attacked. Jobs isolated these criticisms and continued to move toward his goals.
Small groups do better. Although Apple is now a large company with more than 60,000 employees, Siegel said that Jobs insists on keeping small-scale meetings, and participants are limited to those who want to discuss the topic of the meeting. There are no audience at Apple's meeting.

Keep it minimal and act quickly. Siegel also worked with IBM, Intel, Dell, and BMW. He described the difference between Apple and Intel and Dell in deciding how to advertise. When Intel chooses an ad, it will make three different choices, set up and operate a focus group, make all the ads, test it in focus groups, modify the ad, play it on TV, and then test it. And Apple is a small team of people sitting around a table to make a choice. The comparison with Dell is similar. Siegel writes that Dell's committee spent months thinking about possible ads, while the various departments weighed and discussed the strategy endlessly. In Siegel's experience, Apple moved quickly, got approval from Jobs, and then launched an ad within a month.
Simple names are better. Apple does not hire external naming experts. Instead, it relies on a small internal team and a group of advertising consultants, including Siegel; he proposed the name "iMac." Jobs prefers "MacMan." Siegel couldn't stand the name, couldn't stand its sexism, and echoed with Sony Walkman and the game Pacman. Siegel insisted on using "iMac" and suggested this name to Jobs in two separate presentations; Jobs screened "iMac" on the machine to see how it worked, and then he finally thought he liked it. first name. Although Jobs never thanked Siegel, Siegel believed that the victory of this name was a simple and complicated victory.
Simplicity is related to people. Despite the complexity of Apple's product technology, the company usually does not describe its products according to technical specifications, such as the 5GB drive of the iPod, but rather "puts 1,000 songs in your pocket." In this regard, Siegel admits how difficult it is to find simple ways to describe complex things. But he pointed out that Apple has used this practical, non-technical way to convey product features for 30 years, so that this easy-to-understand language has "incorporated its system."
Simple and even useful in retail. Next up is the Apple retail store, which ignores hypermarket retail trends and sells Apple products at full price, while in Wal-Mart, Best Buy and Target, most of the same products are sold at a discount. Despite the excellent design of the Apple retail store, which uses high-quality building materials such as Italian tiles and stainless steel made in Tokyo, Siegel still calls it the “Simple Temple”. Simplicity refers to its focus on quality, cleanliness, attractive design and excellent customer service.
In Siegel's view, the simple principles created by Jobs did not disappear with the death of Jobs. He called it "a company-wide obsession." Siegel wrote: "Steve will instill a simple belief in the depths of the company's soul, and Apple will continue to succeed in the years to come."