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. But Apple’s dedication to simplicity goes deeper than the products billions of us use every day. Simplicity is at the heart of all the ways Apple wins.

In It Just Works, Apple veteran Neil West explores the principles of simplicity behind Apple's success to offer a clear, actionable guide for leaders, entrepreneurs and anyone ready to make a bigger impact in work and in life.

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.

KEY BENEFIT This hands-on book leads readers through the complete process of building a ready-to-fabricate CMOS integrated circuit using popular commercial design software. KEY TOPICS The VLSI CAD flow described in this book uses tools from two vendors: Cadence Design Systems, Inc. and Synopsys Inc. Detailed tutorials include step-by-step instructions and screen shots of tool windows and dialog boxes. MARKET A useful reference for chip designers.