It’s time to simplify: the most powerful force in business.

Apr 8th 2014 | Americas

Ken Segall
Former Creative Director Apple, USA

Ken Segall worked closely with Steve Jobs for 12 years as creative director at Apple. For the two men, simplicity became akin to a religion - simplifying products, interfaces, advertising, and brand. Few people have as sharp an insight into one of the world’s biggest brands, a brand he helped form, as Ken.

An advertising man by trade, Ken worked as a global creative director at Dell, IBM, Intel, and BMW before joining Apple just after Steve Job’s second spell in charge of the company. At Apple, Ken created the Think Differently ad campaign which re-launched the brand in the 1990s, and also came up with the ‘i’, first attached to the iMac, but then later the tag for all of Apple’s products.

Ken contrasts Apple’s obsession with simplicity in all areas with the complex, multifarious product lines of many large companies. He examines the power of questioning every decision and asking why each aspect of a product or advert exists. Does a customer really need dozens of slightly different products? Do lines and lines of detail really inform or just confuse consumers?

With wit and clarity, Ken recounts his life at Apple and with Steve Jobs, and poses the challenge to think simply in all aspects of business. Ken is a regular voice in the media on the Apple business and creativity, and is the author of Insanely Simple: The Obsession That Drives Apple's Success.

Join us in Miami to hear this engaging and innovative speaker. He will tell us why simplicity and creative vision are key to drive any company to success.

International Cash & Treasury Management | Miami
Miami, USA, 14-16 May 2014

Day 3 – Plenary session
09:00 - The future is you: Innovation through simplification

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