Ken Segall is a former Apple adman who worked closely with Steve Jobs for more than a dozen years.

Segall is the guy who put the “i” in iMac and worked on the famous “Think Different” campaign.

The big lesson he learned from Steve Jobs was keeping things simple.

But how exactly do you keep things simple?

Segall went out and found 40 business folks who keep things straightforward. His book based on those interviews is called Think Simple.

We talk to Segall about some of those lessons, how Steve Jobs kept things uncomplicated and about how Apple is doing these days without him.