What is the secret ingredient in every billion-dollar product, from the iPhone to ChatGPT? Simplicity. Humans love simplicity; it’s a deep-seated obsession. In a world of increasing chaos, Apple has built the world’s most valuable company on this single principle. In It Just Works, top-level Apple veteran Neil West distils the company’s approach into 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. Drawing from stories inside Apple – including Steve Jobs’ vision for The Beatles on iTunes, the U2 album fiasco and the genesis of AirPods – West provides a concise, powerful manual for mastering the art of simple, impactful business.
