It Just Works

Simplicity is Apple’s competitive advantage. It Just Works shows how to make it yours.

What is the secret ingredient in every billion-dollar product, from the iPhone to ChatGPT to Lego? Simplicity. Humans love simplicity; it's a deep-seated obsession. In a world of increasing chaos, Apple has built one of the world's most valuable companies on this single principle.

In It Just Works, top-level Apple veteran Neil West explores the principles of simplicity behind Apple's success to offer a clear, actionable guide for leaders, entrepreneurs and anyone ready to make a bigger impact.

This book will show you how to:

• Uncover problems that your customers don't even know they have.
• Harness psychology to make your products attractive.
• Craft a compelling product vision and build a culture that supports it.
• Communicate with a clarity that cuts through the noise.
• Master simplicity to build products that customers crave.

By distilling decades of experience at the pinnacle of innovation, West delivers a definitive manifesto on how to transform organizational chaos into a focused, unstoppable engine of growth.