It Just Works

Humans love simplicity. Our brains are wired to prefer options that require less thought. Yet, in our increasingly chaotic world, it’s easy for complexity to creep into our work. While creating simple products and services is difficult, Apple has mastered the art of making its products and software intuitive and effortless to use.

In a world of ever-increasing complexity, Apple has built the world's most valuable company on a single principle: simplicity. In It Just Works, top-level Apple veteran Neil West distils the company's approach into a clear, actionable guide for business leaders, entrepreneurs and anyone looking to make a bigger impact.

By reading It Just Works, you will learn how to:

• Solve 'habituated problems' that customers don't even know they have.
• Craft a compelling product vision and build a culture that supports it.
• Engineer a customer journey that is frictionless and delightful.
• Communicate with a clarity that cuts through the noise.
• Apply the principle of 'doing less, better' to achieve extraordinary results.

It Just Works offers you a concise, actionable blueprint, empowering you to apply lessons from Apple directly into your own work and life, and transform complexity into clarity.