Steve Jobs and the Simple Stick

Before Waze or Google Maps, we had to rely on word of mouth for directions. Often when lost, cars would stop at gas stations, asking for the best way to reach their destination.

This method didn’t assure you would solve the problem as often the directions would be too complex to remember. When the directions were simple, everyone was happy. In life, when things are simple, life is happier. 

Ken Segall knows all about simple. He wrote a book in 2018 called “Insanely Simple,” about his time with Steve Jobs and Apple. Simplicity was a cornerstone of Jobs’ leadership principles.

He would often say, “You know how many committees we have at Apple? Zero. We’re organized like a start-up. We’re the biggest start-up on the planet.” Jobs wanted small, lean, fast-moving organizations that could react quickly. He never wanted to be bogged down with the minutia of how bureaucratic companies operate. 

Jobs isn’t the only one who believes simple is best. From Sam Walton to Jeff Bezos, to Herb Kelleher all loved simple. So if simple is so effective, why don’t more leaders adapt this belief? Because many leaders don’t understand how to use the “Simple Stick.” Segal writes: While the team was decompressing after their Steve meeting, I crossed paths with the project leader in the creative group’s kitchen.

“The suspense is killing me,” I said. “How’d it go this morning?”

“Well,” he said, “Steve hit us with the Simple Stick.”

Translation: Steve had rejected their work — not because it was bad but because in some way it failed to distill the idea to its essence. It took a turn when it should have travelled a straight line.

In this case, it hadn’t even been the creative effort that bothered Steve — it was the project itself. The person leading the project had directed the team to create packaging for two versions of the same product. Steve had decided this was brain- dead. “Just combine them,” he said. “One product, one box.” There was no need to explore the idea of a second package.

So what are the methods we can use to give us the Simple Stick as a tool? Remember, the work of a true genius is to take the complex and make it simple, which is why Jobs believed in the Simple Stick. Here are six ideas for being simple. 

1. Think Brutal. Jobs was known to be brutally honest. He never minced words. Good work, was good, bad work was bad. Being blunt to Jobs was simple. Meandering was complex. 

2. Think Small. Jobs never thought more was a good idea. He wanted small groups of smart people and stay small. He hated the operative theory of more brains equal more ideas.

3. Think Minimal. Jobs only wanted Apple to do things he thought they could do great. Be great at one thing, not good at many.

4. Think Casual. Jobs wasn’t much for formality. He wanted people to be relaxed and direct. 

5. Think Skeptic. Complexity will always tell you something can’t be done. What it means by that is, “It will be really, really hard to do and I don’t want to do it.”

6. Think War. Apple has always had an enemy to focus it’s attention and get better. Whether it was Microsoft, Intel, Dell, the entire PC world, Samsung – the list goes on! The main idea behind Think War is that worthy ideas are worth fighting for.

Remember the old adage KISS? Keep it simple, stupid.

Though it’s old, it still is effective — and won’t get you lost.

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