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. An insider's account of Apple's defining commitment to simplicity and how that drives its leadership, culture and global success Neil West spent ten years as Apple's Head of Music in the UK & Europe, helping grow iTunes into the world's biggest music retailer. He then spent six years as Head of Apple Services for Southern Europe - managing App Store, Apple Music, Apple TV+, Fitness+, Apple Books, and more - a billion-dollar business.
