Ken Segall, Apple’s former creative director, used his time on the floor at PMI: Europe 2015 to stress the value of marketers simplifying their thought stream and ‘keeping things simple’ to reap huge rewards.

Speaking to PerformanceIN following his day-one keynote presentation, Segall touched upon our natural inclination to overcomplicate things when we’re really crying out for a much more streamlined approach.

A similar attitude was adopted by Apple in the 90s as Ken and the team guided an ailing IT business into one of the most valuable companies in the world.

You check the player below for our full interview with Ken.