My Book
Simplicity is Apple’s competitive advantage. It Just Works shows 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, I explore the principles of simplicity behind Apple's methods to offer a clear, actionable guide for leaders, entrepreneurs and anyone ready to make a bigger impact. Learn how to:
• Make work simpler for you and your colleagues.
• Remove friction from products, processes and decisions.
• Solve problems your customers don’t even realise they have.
• Communicate persuasively and quickly.
• Stay focused & drive change.
It Just Works gives you a set of simplification methods you can apply immediately – without permission or additional resources – to transform your output and your results.
Published by Pan Macmillan, September 2026.
My Training
Learn how to leverage simplicity in your organisation. My two most popular workshops:
Keep it Simple!
We all intuitively understand the power of keeping it simple. But it’s easy for complexity to creep into every corner of our working lives. The bad news? Simple doesn’t mean easy. The good news? Apple shows us how to do it. For all organisations seeking clarity and focus.
Leading Through Change
Apple has convinced billions of customers to embrace the new. The trick? Making each step so simple change feels welcome and frictionless. For directors, managers, and anyone leading a journey of transformation.
Sessions can be tailored to your particular needs. Get in touch at hello@neilwest.com
Previous Clients
My Story
Head of Services, Apple Southern Europe
Six years Ieading App Store, Apple Music, Apple TV+, iCloud,
Apple Books, Apple Podcasts, Apple Arcade, and Fitness+.
A hugely exciting, fast-moving, billion dollar business.
Head of Music, Apple UK & Europe
10 years Ieading Apple's music team as iTunes grew into the world's biggest music shop. Co-founder and curator of the iTunes Festival. Ranked #4 in The Guardian’s Music Power 100.
European Editor-in-Chief, Rhapsody
The world’s first music streaming subscription service.
(Spotify's great, but Rhapsody did it first).
Creative Director, Garageband.com
Silicon Valley start-up co-founded by Jerry Harrison (Talking Heads)
and Sir George Martin (The Beatles).
Editor-in-Chief, NEXT Generation Magazine
The leading US videogames magazine.