Simplicity is Apple’s competitive advantage. It Just Works shows you 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 hard-wired obsession. Apple has built one of the world's most valuable companies on this single principle.

In It Just Works, Apple veteran Neil West unpacks the world-conquering methods of simplification passed down from Steve Jobs to Tim Cook, and carried forward by John Ternus. This book offers a clear, actionable guide for leaders, entrepreneurs and anyone ready to make a bigger impact in their work and life.

Through nine simple rules, this book will show you how to:

Build effective solutions from the ground up.
Make work simpler for you and your colleagues.
Remove friction from products, processes and decisions.
Solve problems that your customers don't even know they have.
Communicate simply, persuasively and quickly.
Stay focused and drive change.

Based on decades of experience at the cutting edge of innovation, West delivers a set of simplification methods you can apply immediately – without permission or additional resources – to transform your output and your results.

'This book suggests that the secret of Apple's success is hiding in plain sight: it is the relentless pursuit of simplicity. Perhaps it says something about most of the world's other large corporations that, while they yearn to replicate the end result, they find it altogether impossible to replicate the means' - Rory Sutherland, author of Alchemy

About the Author

Neil West is a former Apple veteran who spent sixteen years at the centre of the company's digital revolution. As Apple's Head of Music in the UK and Europe for a decade, he grew iTunes into the world’s largest music retailer. He then served as Head of Apple Services for southern Europe, overseeing a billion-dollar business that included App Store, Apple Music, Apple TV+, Fitness+, Apple Books and more. It Just Works is his first book.

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