It was also a weapon.Simplicity isn’t just a design principle at Apple—it’s a value that permeates every level of the organization. The obsession with Simplicity is what separates Apple from other technology companies. It’s what helped Apple recover from near death in 1997 to become the most valuable company on Earth in 2011.Thanks to Steve Jobs’s uncompromising ways, you can see Simplicity in everything Apple does: the way it’s structured, the way it innovates, and the way it speaks to its customers.It’s by crushing the forces of Complexity that the company remains on its stellar trajectory.As ad agency creative director, Ken Segall played a key role in Apple’s resurrection, helping to create such critical marketing campaigns as Think different. By naming the iMac, he also laid the foundation for naming waves of i-products to come.Segall has a unique perspective, given his years of experience creating campaigns for other iconic tech companies, including IBM, Intel, and Dell. It was the stark contrast of Apple’s ways that made Segall appreciate the power of Simplicity—and inspired him to help others benefit from it.In Insanely Simple, you’ll be a fly on the wall inside a conference room with Steve Jobs, and on the receiving end of his midnight phone calls. You’ll understand how his obsession with Simplicity helped Apple perform better and faster, sometimes saving millions in the process. You’ll also learn, for example, how to:• Think Minimal: Distilling choices to a minimum brings clarity to a company and its customers—as Jobs proved when he replaced over twenty product models with a lineup of four.• Think Small: Swearing allegiance to the concept of “small groups of smart people” raises both morale and productivity.• Think Motion: Keeping project teams in constant motion focuses creative thinking on well-defined goals and minimizes distractions.• Think Iconic: Using a simple, powerful image to symbolize the benefit of a product or idea creates a deeper impression in the minds of customers.• Think War: Giving yourself an unfair advantage—using every weapon at your disposal—is the best way to ensure that your ideas survive unscathed.Segall brings Apple’s quest for Simplicity to life using fascinating (and previously untold) stories from behind the scenes. Through his insight and wit, you’ll discover how companies that leverage this power can stand out from competitors—and individuals who master it can become critical assets to their organizations.

    Asynchronous programming lets you turn your own web sites into smooth, slick, responsive applications that make your users feel like they're back on the information superhighway, not stuck on a dial-up backroad.But who wants to take on next-generation web programming with the last generation's instruction book? You need a learning experience that's as compelling and cutting-edge as the sites you want to design. That's where we come in. With Head Rush Ajax, in no time you'll be writing JavaScript code that fires off asynchronous requests to web servers...and having fun doing it. By the time you've taken your dynamic HTML, XML, JSON, and DOM skills up a few notches, you'll have solved tons of puzzles, figured out how well snowboards sell in Vail, and even watched a boxing match. Sound interesting? Then what are you waiting for? Pick up Head Rush Ajax and learn Ajax and asynchronous programming the right way--the way that sticks.If you've ever read a Head First book, you know what to expect: a visually rich format designed for the way your brain works. Head Rush ramps up the intensity with an even faster look and feel. Have your first working app before you finish Chapter 1, meet up with the nefarious PROJECT: CHAOS stealth team, and even settle the question of the Top 5 Blues CDs of all time. Leave boring, clunky web sites behind with 8-tracks and hot pants--and get going with next-generation web programming."If you thought Ajax was rocket science, this book is for you. Head Rush Ajax puts dynamic, compelling experiences within reach for every web developer." -- Jesse James Garrett, Adaptive Path"A 'technology-meets-reality' book for web pioneers on the cutting edge." -- Valentin Crettaz, CTO, Condris Technologies

    A technology columnist for Newsweek goes inside Apple Computer and into the heads of millions of music lovers to show how CEO Steve Jobs and his team of engineers, programmers, and designers created a product that has become a business and cultural blockbuster.

    No prior programming experience is required! The downloadable sample programs featured in the book can be used as-is or modified to suit your purposes. Understand Arduino hardware fundamentals Install the software, power it up, and upload your first sketch Learn C language basics Write functions in Arduino sketches Structure data using arrays and strings Use Arduino's digital and analog inputs and outputs in your programs Work with the Standard Arduino Library Write sketches that can store data Program LCD displays Use an Ethernet shield to enable Arduino to function as a web server Write your own Arduino librariesIn December 2011, Arduino 1.0 was released. This changed a few things that have caused two of the sketches in this book to break. The change that has caused trouble is that the classes 'Server' and 'Client' have been renamed to 'EthernetServer' and 'EthernetClient' respectively. To fix this: Edit sketches 10-01 and 10-02 to replace all occurrences of the word 'Server' with 'EthernetServer' and all occurrences of 'Client' with 'EthernetClient'. Alternatively, you can download the modified sketches for 10-01 and 10-02 from here: http: //www.arduinobook.com/arduino-1-0Make Great Stuff! TAB, an imprint of McGraw-Hill Professional, is a leading publisher of DIY technology books for makers, hackers, and electronics hobbyists.