Abstract
This is the second book by Ken Segall on the importance of simplicity in business. His first book “Insanely Simple” talk about the journey of Apple with simplicity. It talk about how Apple replaces big-business complexity with simplicity. Inspired by the Apple story, Ken took the concept further and explored simplicity in other businesses. In the Journey spread over almost two years, he met more than 40 people from different companies. This book is based on the experience of those people who defeated complexity and bought simplicity into their business. Each of these leaders have examples of how simplicity helps the company in improving its performance and set it apart from the competitors. All these views are unique and different in themselves but there is one similarity i.e. each of them favour simplicity.