Fast Company has published an excerpt from Ken Segall's new book Insanely Simple: The Obsession That Drives Apple's Success. The excerpt recounts the tale of how former ad exec Segall helped steer then-Apple-CEO Steve Jobs away from a bad branding decision for what would eventually (thankfully!) be named the iMac.

Segall was part of the team that came up with Apple's famous "Think Different" campaign. In 1998, his agency was at One Infinite Loop one day for a dramatic unveiling of a new line of candy-colored home computers. The Apple device code-named "C1" looked like nothing else on the market at the time:

Steve gave us a challenge: We needed a name for this thing. C1 was on a fast track to production, and the name had to be decided quickly to accommodate the manufacturing and package design process. "We already have a name we like a lot, but I want you guys to see if you can beat it," said Steve. "The name is 'MacMan.' "

Read the rest here. Spoiler: Blame Phil Schiller for the awful almost-name!