簡單是有效的。 

Simplicity works. 

就是這個執念，造就了蘋果令人瞠目結舌的成就──事實上這得感謝奉行簡單原則的史蒂夫．賈伯斯，他具體實踐了簡單原則並加以鼓吹，是蘋果經營團隊中最熱情且堅定的擁護者。賈伯斯因為在蘋果公司揮舞「簡單魔杖」而出名。蘋果公司在硬體、軟體、製造、經營策略、產品發表、行銷和其他許多的事物，堅持並執著於簡單至上，都是受到史蒂夫．賈伯斯的啟發和引導。現在簡單原則已經如此深切嵌入蘋果公司的 DNA，即使賈伯斯不在了，仍將一直是蘋果的基本哲學。

It is the obsession which has driven Apple to its stunning success – thanks to the fact that to Steve Jobs, simplicity was a religion. He personified and preached simplicity and was its most fervent and consistent advocate within Apple’s management team. Jobs was famous for wielding the “simplicity stick” within Apple. An insistence on and

obsession with simplicity in Apple’s hardware, software, manufacturing, business strategy, product launches, marketing and more were inspired and guided by Steve Jobs. Simplicity is now so embedded within Apple’s DNA it will continue as a guiding philosophy even though Jobs is no longer around.

然而簡單為什麼會有效呢？事實上是因為人們偏愛它。人類天生喜歡用簡單的方法解決問題，他們渴望簡單，不論何時何地看到它都會產生正面的回應。有趣的是，即使每個人都喜歡簡單，絕大部分的企業到最後仍然為了他們的顧客，大費周章地把事情愈弄愈複雜。

So why does simplicity work? The fact is people prefer it. Human beings are predisposed to like simple solutions to their problems. They crave simplicity and respond positively to it whenever and wherever they see it. The funny thing is even though everyone likes simplicity, most firms end up going out of their way to make things more and more complicated for their customers.

如果你能把對於簡單的追求，奉為一切作為的核心圭臬，你將會發現這套哲學會把公司提升到絕佳的高度。更棒的是，如果你愈善於開發簡單但一流的解決方案，不論你選擇到哪裡工作，都會十分搶手。簡單是有效的。

If you can enshrine the pursuit of simplicity at the center of everything you do, you’ll find this philosophy will power your company to great heights. Even better, if you become skilled at developing simple yet elegant solutions, you’ll be in demand wherever you choose to work.

【關鍵思惟】

「我絕不是說簡單原則是蘋果公司成功背後的唯一因素。領導、願景、才能、想像力和難以想像的辛勞工作，都可能有一點點關係。但是其中卻有一項貫穿全部的要素，那就是簡單至上。是它驅動了蘋果公司開創了它所創造的事物，並採取了它所進行的行動。是蘋果公司對簡單原則的奉行，塑造了它和顧客間牢不可破的關係，並因此激勵顧客向他們的同事、朋友和家人傳頌。」

──肯恩．西格爾

【Key Thoughts】

By no means am I saying that Simplicity is the sole factor behind Apple’s success. Leadership, vision, talent, imagination, and incredibly hard work may have just a bit to do with it. But there’s one common thread that runs through it all. That’s Simplicity. It’s what drives Apple to create what it creates and behave as it behaves. It’s Apple’s devotion to Simplicity that forms an unbreakable connection with its customers and inspires customers to evangelize to colleagues, friends, and family.”

– Ken Segall

【完整內容請見《大師輕鬆讀》No.447】