he’s an American business executive and CEO of Apple he serves on the board of
CEO of Apple he serves on the board of
CEO of Apple he serves on the board of directors of Nike and the National
directors of Nike and the National
directors of Nike and the National Football Foundation in 2012 Time
Football Foundation in 2012 Time
Football Foundation in 2012 Time magazine included him in their list of
magazine included him in their list of
magazine included him in their list of the 100 most influential people in the
the 100 most influential people in the
the 100 most influential people in the world
world
world he’s Tim Cook and here are his top 10
he’s Tim Cook and here are his top 10
he’s Tim Cook and here are his top 10 rules for success I spend almost all of
rules for success I spend almost all of
rules for success I spend almost all of my time on people strategy and execution
my time on people strategy and execution
my time on people strategy and execution and I think that most everything else
and I think that most everything else
and I think that most everything else Falls from those if you have the most
Falls from those if you have the most
Falls from those if you have the most brilliant people wicked smart people
brilliant people wicked smart people
brilliant people wicked smart people that collaborate well together if you
that collaborate well together if you
that collaborate well together if you set the pin our case we’re all about
set the pin our case we’re all about
set the pin our case we’re all about products so our strategy is very product
products so our strategy is very product
products so our strategy is very product oriented if that strategy is right and
oriented if that strategy is right and
oriented if that strategy is right and if you’re executing like crazy there’s
if you’re executing like crazy there’s
if you’re executing like crazy there’s there’s some things that still arise but
there’s some things that still arise but
there’s some things that still arise but if you get those three right then the
if you get those three right then the
if you get those three right then the world is a great place Steve was an
world is a great place Steve was an
world is a great place Steve was an original and I don’t think there’s
original and I don’t think there’s
original and I don’t think there’s another one of those being made and so
another one of those being made and so
another one of those being made and so I’ve never really viewed or felt the
I’ve never really viewed or felt the
I’ve never really viewed or felt the weight of trying to be Steve it’s just
weight of trying to be Steve it’s just
weight of trying to be Steve it’s just it’s not who I am and it’s not my goal
it’s not who I am and it’s not my goal
it’s not who I am and it’s not my goal in life you know I am Who I am and
in life you know I am Who I am and
in life you know I am Who I am and that’s that I’m focused on that
that’s that I’m focused on that
that’s that I’m focused on that and being a great CEO of Apple there’s
and being a great CEO of Apple there’s
and being a great CEO of Apple there’s still things that we very much believe
still things that we very much believe
still things that we very much believe the the the strive for perfection for
the the the strive for perfection for
the the the strive for perfection for being the best for only doing the best
being the best for only doing the best
being the best for only doing the best products for staying focused the fact
products for staying focused the fact
products for staying focused the fact that despite this table being so small
that despite this table being so small
that despite this table being so small that you and I are sitting it you could
that you and I are sitting it you could
that you and I are sitting it you could put every Apple product on it every
put every Apple product on it every
put every Apple product on it every single one that we ship today and yet
single one that we ship today and yet
single one that we ship today and yet this year our revenues will be you know
this year our revenues will be you know
this year our revenues will be you know approximately hundred eighty billion
approximately hundred eighty billion
approximately hundred eighty billion there’s probably no other company on the
there’s probably no other company on the
there’s probably no other company on the face of the earth that could say that I
face of the earth that could say that I
face of the earth that could say that I think you should rarely follow the rules
think you should rarely follow the rules
think you should rarely follow the rules I think you should write the rules I
I think you should write the rules I
I think you should write the rules I think if you do follow things in a
think if you do follow things in a
think if you do follow things in a formulaic manner you will wind up at
formulaic manner you will wind up at
formulaic manner you will wind up at best being the same as everybody else
best being the same as everybody else
best being the same as everybody else maybe you missed something in your
maybe you missed something in your
maybe you missed something in your little wars and if you want to excel you
little wars and if you want to excel you
little wars and if you want to excel you can’t do that
can’t do that
can’t do that I’ve watched a lot of companies do that
I’ve watched a lot of companies do that
I’ve watched a lot of companies do that and I think that’s the rotten strategy
and I think that’s the rotten strategy
and I think that’s the rotten strategy maybe they’ll be good for a few months
maybe they’ll be good for a few months
maybe they’ll be good for a few months or something but and so I think you need
or something but and so I think you need
or something but and so I think you need to write your own rules
to write your own rules
to write your own rules we’re very simple people at Apple we
we’re very simple people at Apple we
we’re very simple people at Apple we focus on making the world’s best product
focus on making the world’s best product
focus on making the world’s best product and enriching people’s lives I think
and enriching people’s lives I think
and enriching people’s lives I think some companies maybe even the one that
some companies maybe even the one that
some companies maybe even the one that you mentioned maybe they decided that
you mentioned maybe they decided that
you mentioned maybe they decided that they could do everything we have to make
they could do everything we have to make
they could do everything we have to make sure it Apple that we stay true to focus
sure it Apple that we stay true to focus
sure it Apple that we stay true to focus laser focus we can only do great things
laser focus we can only do great things
laser focus we can only do great things a few times
a few times
a few times only on a few products and it’s
only on a few products and it’s
only on a few products and it’s incredible everyday to work with what I
incredible everyday to work with what I
incredible everyday to work with what I considered to be the smartest and most
considered to be the smartest and most
considered to be the smartest and most innovative people on earth and so I
innovative people on earth and so I
innovative people on earth and so I spend my day working with those people
spend my day working with those people
spend my day working with those people on many different things some things we
on many different things some things we
on many different things some things we didn’t talk about that you wanted to
didn’t talk about that you wanted to
didn’t talk about that you wanted to talk about maybe and many things that
talk about maybe and many things that
talk about maybe and many things that that go with running a company of Apple
that go with running a company of Apple
that go with running a company of Apple size and in all the geographies that we
size and in all the geographies that we
size and in all the geographies that we ran in and so forth and I loved every
ran in and so forth and I loved every
ran in and so forth and I loved every minute of it it’s an incredible place to
minute of it it’s an incredible place to
minute of it it’s an incredible place to be it gives me it is my oxygen so that’s
be it gives me it is my oxygen so that’s
be it gives me it is my oxygen so that’s how strongly I feel about it I don’t
how strongly I feel about it I don’t
how strongly I feel about it I don’t think that that you’re born with a gut I
think that that you’re born with a gut I
think that that you’re born with a gut I think you’re the gut matures and and
think you’re the gut matures and and
think you’re the gut matures and and gets better and better over time and
gets better and better over time and
gets better and better over time and what the struggle that most people have
what the struggle that most people have
what the struggle that most people have I think is learning to listen to it and
I think is learning to listen to it and
I think is learning to listen to it and figuring out how to access it in some
figuring out how to access it in some
figuring out how to access it in some way for it for me though what I found
way for it for me though what I found
way for it for me though what I found was that even though I’m an engineer and
was that even though I’m an engineer and
was that even though I’m an engineer and an analytical person at heart the most
an analytical person at heart the most
an analytical person at heart the most important decisions I’ve made had
important decisions I’ve made had
important decisions I’ve made had nothing to do with any of that that
nothing to do with any of that that
nothing to do with any of that that there were always based on intuition and
there were always based on intuition and
there were always based on intuition and the Apple one is a prime example of that
the Apple one is a prime example of that
the Apple one is a prime example of that you know I remember actually forming my
you know I remember actually forming my
you know I remember actually forming my list of pluses and minuses and I could
list of pluses and minuses and I could
list of pluses and minuses and I could not get the chart to work out the way I
not get the chart to work out the way I
not get the chart to work out the way I wanted it to because I wanted something
wanted it to because I wanted something
wanted it to because I wanted something to say you know this says I should go to
to say you know this says I should go to
to say you know this says I should go to Apple but it would not there with
Apple but it would not there with
Apple but it would not there with nothing financially would do that I
nothing financially would do that I
nothing financially would do that I talked to people I trusted that knew me
talked to people I trusted that knew me
talked to people I trusted that knew me and they said this is not what you
and they said this is not what you
and they said this is not what you should do it wasn’t so easy and in
should do it wasn’t so easy and in
should do it wasn’t so easy and in people said you know you’re just cry
people said you know you’re just cry
people said you know you’re just cry you’re working for the top PC company in
you’re working for the top PC company in
you’re working for the top PC company in the world how could you even think of
the world how could you even think of
the world how could you even think of doing this you’ve lost your mind
doing this you’ve lost your mind
doing this you’ve lost your mind and yet that voice said go west young
and yet that voice said go west young
and yet that voice said go west young man go west and sometimes you just have
man go west and sometimes you just have
man go west and sometimes you just have to go for it I think it is misleading to
to go for it I think it is misleading to
to go for it I think it is misleading to talk about success without also
talk about success without also
talk about success without also referencing failure I know of no one who
referencing failure I know of no one who
referencing failure I know of no one who has achieved something significant
has achieved something significant
has achieved something significant without also in their own lives
without also in their own lives
without also in their own lives experiencing their share of hardship
experiencing their share of hardship
experiencing their share of hardship frustration and regret so don’t believe
frustration and regret so don’t believe
frustration and regret so don’t believe that something in your past prevents you
that something in your past prevents you
that something in your past prevents you from doing great work in the future to
from doing great work in the future to
from doing great work in the future to all of you who doubt yourselves I have
all of you who doubt yourselves I have
all of you who doubt yourselves I have been there too and although today I’ve
been there too and although today I’ve
been there too and although today I’ve spent time talking about a great
spent time talking about a great
spent time talking about a great decision I’ve made some that are far
decision I’ve made some that are far
decision I’ve made some that are far from it
from it
from it and like many of you I’ve had my share
and like many of you I’ve had my share
and like many of you I’ve had my share of life’s personal challenges and
of life’s personal challenges and
of life’s personal challenges and failures but after many miles on my
failures but after many miles on my
failures but after many miles on my journey I’ve recognized that each of
journey I’ve recognized that each of
journey I’ve recognized that each of these difficult periods of life passes
these difficult periods of life passes
these difficult periods of life passes and with each we exit stronger and wiser
and with each we exit stronger and wiser
and with each we exit stronger and wiser the old saying this too shall pass has
the old saying this too shall pass has
the old saying this too shall pass has certainly proven true for me and I’m
certainly proven true for me and I’m
certainly proven true for me and I’m sure it will apply to anyone who
sure it will apply to anyone who
sure it will apply to anyone who believes it so paint in your mind the
believes it so paint in your mind the
believes it so paint in your mind the most grand vision where you want to go
most grand vision where you want to go
most grand vision where you want to go in life
in life
in life prepare trust in and execute on your
prepare trust in and execute on your
prepare trust in and execute on your intuition and don’t get distracted by
intuition and don’t get distracted by
intuition and don’t get distracted by life’s potholes I learned a lot from
life’s potholes I learned a lot from
life’s potholes I learned a lot from Steve you know it was the it was
Steve you know it was the it was
Steve you know it was the it was absolutely the saddest days of my life
absolutely the saddest days of my life
absolutely the saddest days of my life when
when
when he passed away and maybe as much as you
he passed away and maybe as much as you
he passed away and maybe as much as you should you should see or predict that I
really didn’t and so but at some point
really didn’t and so but at some point late last year I heard I sort of
late last year I heard I sort of
late last year I heard I sort of somebody kind of shook me and said it’s
somebody kind of shook me and said it’s
somebody kind of shook me and said it’s time to get on and and so that sadness
time to get on and and so that sadness
time to get on and and so that sadness was replaced by this intense
was replaced by this intense
was replaced by this intense determination to continue the journey
determination to continue the journey
determination to continue the journey and and that’s where it is today
and and that’s where it is today
and and that’s where it is today so what did I learn from him I learned
so what did I learn from him I learned
so what did I learn from him I learned we could be here all night we probably
we could be here all night we probably
we could be here all night we probably all week and maybe a month
all week and maybe a month
all week and maybe a month I learned that focus is key Apple has a
I learned that focus is key Apple has a
I learned that focus is key Apple has a culture of excellence that is I think so
culture of excellence that is I think so
culture of excellence that is I think so unique and so special you know I will
unique and so special you know I will
unique and so special you know I will I’m not going to witness or permit the
I’m not going to witness or permit the
I’m not going to witness or permit the change of it he also taught me that the
change of it he also taught me that the
change of it he also taught me that the joy is in the journey and which is a
joy is in the journey and which is a
joy is in the journey and which is a revelation for me and and I think he
revelation for me and and I think he
revelation for me and and I think he taught all of us that life is fragile
taught all of us that life is fragile
taught all of us that life is fragile there was a professor I think his name
there was a professor I think his name
there was a professor I think his name is dr. Naylor to Center on Tom Daley yet
is dr. Naylor to Center on Tom Daley yet
is dr. Naylor to Center on Tom Daley yet time Nadeau and he was a great professor
time Nadeau and he was a great professor
time Nadeau and he was a great professor and one of the things that he asked us
and one of the things that he asked us
and one of the things that he asked us to do was to write a 25-year play maybe
to do was to write a 25-year play maybe
to do was to write a 25-year play maybe some of you had to do this
some of you had to do this
some of you had to do this and it was more of a you know more of a
and it was more of a you know more of a
and it was more of a you know more of a personal plan and and the normally I
personal plan and and the normally I
personal plan and and the normally I would never remember this but I was
would never remember this but I was
would never remember this but I was doing a commencement address few years
doing a commencement address few years
doing a commencement address few years ago and I was scrambling for some old
ago and I was scrambling for some old
ago and I was scrambling for some old things and I found in a box this plan
things and I found in a box this plan
things and I found in a box this plan and this plan had turned yellow because
and this plan had turned yellow because
and this plan had turned yellow because of age but I looked at it and I would
of age but I looked at it and I would
of age but I looked at it and I would say it was it was reasonably accurate
say it was it was reasonably accurate
say it was it was reasonably accurate for all of 18 to 24 watts
for all of 18 to 24 watts
for all of 18 to 24 watts after it was written and it was nothing
after it was written and it was nothing
after it was written and it was nothing there was nothing a single thing on it
there was nothing a single thing on it
there was nothing a single thing on it that was accurate post that not a single
that was accurate post that not a single
that was accurate post that not a single thing zero and I think that the lesson
thing zero and I think that the lesson
thing zero and I think that the lesson there is at least for me maybe you guys
there is at least for me maybe you guys
there is at least for me maybe you guys would be different maybe you have much
would be different maybe you have much
would be different maybe you have much more insight into what you may be doing
more insight into what you may be doing
more insight into what you may be doing it for me the journey was not
it for me the journey was not
it for me the journey was not predictable at all and the it goes sort
predictable at all and the it goes sort
predictable at all and the it goes sort of back to the Lincoln quote is the only
of back to the Lincoln quote is the only
of back to the Lincoln quote is the only thing I believe you can do is prepare
thing I believe you can do is prepare
thing I believe you can do is prepare and the world is going to change many
and the world is going to change many
and the world is going to change many times the environment is going to
times the environment is going to
times the environment is going to changing any times your the companies
changing any times your the companies
changing any times your the companies you work for are going to ebb and flow
you work for are going to ebb and flow
you work for are going to ebb and flow you may wind up in the same company you
you may wind up in the same company you
you may wind up in the same company you may not you may wind up in the same
may not you may wind up in the same
may not you may wind up in the same career you may not you may wind up with
career you may not you may wind up with
career you may not you may wind up with the spouse you’re married to now you may
the spouse you’re married to now you may
the spouse you’re married to now you may not there are lots of things in your
not there are lots of things in your
not there are lots of things in your life I hope that one doesn’t change but
life I hope that one doesn’t change but
life I hope that one doesn’t change but there’s lots of things that change and I
there’s lots of things that change and I
there’s lots of things that change and I think that you sort of have to have a
think that you sort of have to have a
think that you sort of have to have a North Star and and stay with the North
North Star and and stay with the North
North Star and and stay with the North Star and let those things go on about
Star and let those things go on about
Star and let those things go on about you and sort of find your find your
you and sort of find your find your
you and sort of find your find your journey thank you so much for watching I
journey thank you so much for watching I
journey thank you so much for watching I made this video because Jason Baroni
made this video because Jason Baroni
made this video because Jason Baroni asked me to so if there’s a famous
asked me to so if there’s a famous
asked me to so if there’s a famous entrepreneur that you want me to profile
entrepreneur that you want me to profile
entrepreneur that you want me to profile next leave it in the comments below and
next leave it in the comments below and
next leave it in the comments below and I’ll see what I can do
I’ll see what I can do
I’ll see what I can do I’d also love to know what your Tim
I’d also love to know what your Tim
I’d also love to know what your Tim Cook’s top ten rules had the biggest
Cook’s top ten rules had the biggest
Cook’s top ten rules had the biggest impact on you leave it in the comments
impact on you leave it in the comments
impact on you leave it in the comments and I will join in the discussion thank
and I will join in the discussion thank
and I will join in the discussion thank you so much for watching
you so much for watching
you so much for watching continue to believe and I’ll see you
continue to believe and I’ll see you
continue to believe and I’ll see you soon
I work out to keep stress away I’m in
I work out to keep stress away I’m in the gym by 5 a.m. every morning if I
the gym by 5 a.m. every morning if I
the gym by 5 a.m. every morning if I have some free time I go to the national
have some free time I go to the national
have some free time I go to the national park
park
park I love getting in nature and so this
I love getting in nature and so this
I love getting in nature and so this these are the things that calm my mind
these are the things that calm my mind
these are the things that calm my mind and allow me to think clearly and and so
and allow me to think clearly and and so
and allow me to think clearly and and so that’s what I did you look for for
that’s what I did you look for for
that’s what I did you look for for people that are not political people
people that are not political people
people that are not political people that are not beer beer crowds people
that are not beer beer crowds people
that are not beer beer crowds people that really don’t care who gets credit
that really don’t care who gets credit
that really don’t care who gets credit people that are can privately celebrate
people that are can privately celebrate
people that are can privately celebrate the achievement but not care if their
the achievement but not care if their
the achievement but not care if their name is the one in the lights you know
name is the one in the lights you know
name is the one in the lights you know that there are other there are greater
that there are other there are greater
that there are other there are greater reasons to do things you look for wicked
reasons to do things you look for wicked
reasons to do things you look for wicked smart people you look for people who
smart people you look for people who
smart people you look for people who appreciate different points of view you
appreciate different points of view you
appreciate different points of view you look for people to care enough that they
look for people to care enough that they
look for people to care enough that they have an idea at 11:00 at night and they
have an idea at 11:00 at night and they
have an idea at 11:00 at night and they want to call and talk to you about it
want to call and talk to you about it
want to call and talk to you about it because they’re so excited about it they
because they’re so excited about it they
because they’re so excited about it they want to push the idea further and that
want to push the idea further and that
want to push the idea further and that they believe that somebody can help them
they believe that somebody can help them
they believe that somebody can help them push the idea another step instead of
push the idea another step instead of
push the idea another step instead of them doing everything themselves you
them doing everything themselves you
them doing everything themselves you know I’ve never seen I’ve never met
know I’ve never seen I’ve never met
know I’ve never seen I’ve never met anyone at least in my life maybe they
anyone at least in my life maybe they
anyone at least in my life maybe they exist that could do something so
exist that could do something so
exist that could do something so incredible by themselves you know in
incredible by themselves you know in
incredible by themselves you know in companies with global footprints and in
companies with global footprints and in
companies with global footprints and in in our world in an apples world the the
in our world in an apples world the the
in our world in an apples world the the reason Apple is special is that we focus
reason Apple is special is that we focus
reason Apple is special is that we focus on hardware software and services and
on hardware software and services and
on hardware software and services and the magic happens where those three come
the magic happens where those three come
the magic happens where those three come together and so it’s unlikely that
together and so it’s unlikely that
together and so it’s unlikely that somebody that’s focused on one of those
somebody that’s focused on one of those
somebody that’s focused on one of those in and of themselves can come up with
in and of themselves can come up with
in and of themselves can come up with magic and so you want people
magic and so you want people
magic and so you want people collaborating
collaborating
collaborating in such a way that you can produce these
in such a way that you can produce these
in such a way that you can produce these things that can’t be produced otherwise
things that can’t be produced otherwise
things that can’t be produced otherwise and you want people to believe in that I
and you want people to believe in that I
and you want people to believe in that I receive hundreds of emails from
receive hundreds of emails from
receive hundreds of emails from customers every day I read them all
customers every day I read them all
customers every day I read them all often they are written like one might
often they are written like one might
often they are written like one might talk to you at the dining room table at
talk to you at the dining room table at
talk to you at the dining room table at night last week I received one from a
night last week I received one from a
night last week I received one from a single mom with a three-year-old
single mom with a three-year-old
single mom with a three-year-old autistic son who was completely
autistic son who was completely
autistic son who was completely nonverbal the child had recently been
nonverbal the child had recently been
nonverbal the child had recently been given an iPad and as a result his mother
given an iPad and as a result his mother
given an iPad and as a result his mother told me that for the first time in his
told me that for the first time in his
told me that for the first time in his life he had found his voice I received
life he had found his voice I received
life he had found his voice I received scores of these incredible stories
scores of these incredible stories
scores of these incredible stories around the world and I never tire of
around the world and I never tire of
around the world and I never tire of reading them we design our products so
reading them we design our products so
reading them we design our products so they surprise and delight everyone who
they surprise and delight everyone who
they surprise and delight everyone who uses them and we never never ever
uses them and we never never ever
uses them and we never never ever analyze the return on investment we do
analyze the return on investment we do
analyze the return on investment we do it because it is just and right and that
it because it is just and right and that
it because it is just and right and that is what respect for human dignity
is what respect for human dignity
is what respect for human dignity requires and it is a part of Apple that
requires and it is a part of Apple that
requires and it is a part of Apple that I am especially proud of
”
Be First to Comment