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.