Tim Cook…The Beginning Of His Reign

On January 21, 2009 Tim Cook did his first major presentation with SJ not at the helm. SJ had left on his first medical leave and the analysts predictably asked Tim how he would run the Company in this post Steve era. I love his response and include it in its entirety below (from Inside Apple) for your review, thinking and comments:

We believe that we are on the face of the earth to make great products, and that is not changing.
We are constantly focussing on innovating.
We believe in the simple not the complex.
We believe that we need to own and control the technologies that we make, and participate only in markets where we can make a significant contribution.
We believe in saying no to thousands of projects, so that we can really focus on the few that are truly important and meaningful to us.
We believe in deep collaboration and cross pollination of our groups, which allows us to innovate in a way that others cannot. And frankly, we don’t settle for anything less than excellence in every group of the company, and we have the self honesty to admit when we are wrong and the courage to change.
I think regardless of who is in what job those values are so embedded in this company that Apple will do extremely well, and I strongly believe that Apple is doing the best work in history.

All I can say is wow. Culture and values that are clear, convincing, simple.

This is the call to arms at Apple, this is who they are and it is reflected in their work.

Is your work reflective of your Values and Culture?

I find Tim’s words very powerful and motivating…

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