Few people could command Steve Jobs' attention, but Lee Clow was one of them.

Their work has led to one of the most successful brand, agency partnerships, to this day.

There's a great extract from Ken Segall’s book, Insanely Simple, about his experience on the advertising team at Apple.

During an agency meeting, Jobs was adamant about including four or five key points in a 30-second iMac commercial. Despite a heated debate about how much to say in it, Jobs wouldn’t budge.

That's when Lee decided this would be the perfect time to give Steve a live demonstration.

Lee tore five sheets of paper off of his notepad and crumpled them into five balls. Once the crumpling was complete, he started his performance.

“Here, Steve, catch,” said Lee, as he tossed a single ball of paper across the table. Steve caught it, no problem, and tossed it back.

“That’s a good ad,” said Lee.

“Now catch this,” he said, as he threw all five paper balls in Steve’s direction.

Steve didn’t catch a single one, and they bounced onto the table and floor.

“That’s a bad ad,” said Lee.

The more things you ask people to focus on, the fewer they’ll remember.

Keep it simple.