Apple is today one of the most successful companies on the planet. But it wasn't always this way. On the contrary, when Tim Cook joined the Cupertino company in 1998, the company was in great financial difficulties. But this adventure was above all an opportunity for him to meet the man who would become his mentor: Steve Jobs.
Open up to debate and change your mind
During a conference given in 2022, the manager rightly remembered a particularly important lesson taught to him by the co-founder of the apple brand: never have ideas that are too preconceived or fixed and be open to debate to move forward:
You could always change his mind if you had the best idea. We changed course. That's why it worked so well. Often, Jobs would play devil's advocate and take a position he didn't believe in in order to spark lively discussion. He thought it was the best way to learn.
Among the most prolific discussions between the two men, the iPhone and how it should be marketed figured prominently. Thus, Steve Jobs considered a revenue sharing agreement with telephone operators. On the contrary, Tim Cook said that a subsidy model where the operator would pay part of the cost of the iPhone in advance which it would then recover via subscriptions was the best solution.
Apple started using Steve Jobs' idea. Later, Tim Cook took the reins and applied his method, which resulted in an explosion in sales. We know the rest, this smartphone is now a real goose that lays golden eggs for the Cupertino company.
Let's also highlight how successful Tim Cook's presidency has been. The company's market capitalization increased from $365 billion in 2011 to $3.55 trillion at the time of writing.
This other major lesson from Steve Jobs
Remember that Steve Jobs used to give another piece of advice to young people: be bold. He also specified in 1994:
One thing I have always found to be very true is that most people don't have these experiences because they never ask for them. I've never found anyone who didn't want to help me if I asked them for help.
And the entrepreneur added: “You have to be willing to screw up and burn out whether it's talking to people on the phone, starting a business or something else. If you're afraid of failing, you won't get far”.
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