My Book
It Just Works
The Nine Simple Rules of Apple’s Success
Apple wins with simplicity. It Just Works shows how you can too.
As a leader at the centre of Apple’s digital revolution, I saw how a dedication to simplicity transforms the way Apple makes things, communicates, stays focused and persuades billions of us to embrace the new.
It Just Works unpacks Apple’s success to identify nine strategies for simplification that you can use to improve your own work, whatever that work happens to be. Learn how to:
- Stay focused.
- Make better things.
- Win more customers.
- Remove friction.
- Communicate powerfully.
- Lead change that sticks.
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Published by Macmillan Business, October 2026.
“Packed with insider knowledge, this is a must-read for business leaders seeking to innovate and communicate clearly and effectively.”
Publishers Weekly