It Just Works: The Nine Simple Rules of Apple's Success

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:

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