Tim Cook, How He Listened To His Intuition And Saved Apple From The Abyss Using A Style That Was The Opposite Of Steve Jobs

How would you feel if you were to take over as the coach who just won the World Cup? That of a football coach who won the Superbowl. A beloved mayor, or a president like Barack Obama or Ronald Reagan?

Well, that’s what happened to Tim Cook. As we all know Steve Jobs is considered a legend. He already was in the last few years he was alive.

When it happened to him, no one would bet a few pennies on it. The abyss was practically taken for granted by everyone: journalists, entrepreneurs, and those faithful to the bitten apple.

But, on the other hand, Cook brought Apple to a value of almost 2,500 billion dollars of capitalization (the French GDP of last year), and there is a winning formula behind it.

There’s a lesson we can learn from this story that I will share with you. Read on, later I’ll explain what I’m talking about.

Here is his climb to success.

From Home Delivery to the Call of Jobs

His most important works were:

First in IBM, where he was in charge of the production and distribution chain for North and South America.

He stayed at IBM for about 12 years and in 1994 he decided, that it was time for a change of scenery.

He changes the company where he is Chief Operating Officer. It is Intelligent Electronics, where he stays for three years before moving home again.

In fact, even before these experiences, there is another interesting one.

Tim was born on November 1, 1960, in a small town in Alabama.

When he was just 16, on April 1, 1976, over 2,200 miles away in Los Altos, California, two Steve’s founded Apple Inc.

They were Steve Wozniak, Steve Jobs, and their business partner Ronald Wayne. The first product was Wozniak’s crude homemade computer: the Apple I.

Tim graduated from Auburn University with a degree in industrial engineering. In 1988 he also received his Masters in Business Administration at the prestigious Duke University.

He had all the credentials to do well but he wasn’t an ambitious guy, he didn’t think too big. He wouldn’t have pulled his weight even when Jobs asked him to take his place. He wasn’t ready. Let’s take this step by step.

“Before finding a place in the world of information technology, Tim delivered newspapers to doorsteps.”

After the two jobs I have already mentioned – IBM and Intelligent Electronics – he lands a job at Compaq. A job that will have a very short duration (just under a year).

Then the unbelievable happens.

“Cook receives an unexpected call, given his dazzling career, more than deserved. It is that of the visionary genius “.

In 1998 Steve Jobs personally asks Tim Cook to leave the (then successful) company and join Apple.

Jobs Has Chosen Cook Twice

The first year Tim joined Apple, Jobs had recently returned to the company.

He was entrusted with the task of restructuring the production and distribution network of the Cupertino giant. One of the many “black holes” that was created with the absence of the founder.

“My intuition – explains Tim – already knew that joining Apple was a once in a lifetime opportunity. Working for the creative genius and being part of the executive team that could have resurrected a great American company. “

The idea of relocating production to China was his. It was his idea to open the Apple Stores He became director of the Macintosh division He oversaw the transition from PowerPC architecture to Intel architecture

In 2007, Cook was promoted from senior vice president for global operations to lead the operation, then to chief executive officer two years later.

If it seems like a difficult task, he had no idea what was waiting for him.

At one point Jobs – forced by his terminal illness – looked Tim in the face. He gave him the keys explaining that from that moment everything depended on him.

It happened exactly 10 years ago: Steve Jobs should have resigned from Apple, but as a result, the person he trusted most to take such a responsible position would be named Apple’s new CEO.

“Tim has often called Jobs a friend and a source of inspiration numerous times.”

Since becoming CEO, the Cupertino company has made a lot of changes that many speculate would not have happened under its founder.

Suffice it to say, with him at the helm it has become the most profitable company in the world. This is because Apple is very strong on marketing. If one of your products has a price of 10 euros, it costs the company 3, 4, or 5 euros. Therefore they have a very high profit margin.

– The first product he offered from the stage was the iPhone. With a design that still inspires smartphones today, such as the iPhone 12 and iPhone 13.

– He eliminated “unpleasant” people from the work team: with the aim of creating cultural harmony.

Those who were at Apple immediately noticed the change, the difference of approach and character that he had from his legendary predecessor.

– For example, in 2014, Cook paid great attention to sustainability and opinions on climate change.

“If you want me to do things just for the sake of return on investment, you should get out of this stock.”

That’s what he clearly told investors. Beautiful personality.

Another example of change in the past, among the most important, was the

– The choice to start releasing bigger iPhones, a trend towards which the smartphone industry was clearly heading from 2013 onwards.

Listen To Your Intuition: Reasoning Is Not Always Right Five million shares, sold for more than 750 million dollars: this is how Tim Cook celebrated ten years as Apple’s CEO. It was expected as a reward when he signed his contract as CEO.

But, it was August 24, 2011, when Steve Jobs handed him the keys to his company that he had grown for years. It was already the company with the largest capitalization in the world.

In fact, few would have bet one euro on Tim Cook and his team. Many thought that Apple would end like the empire of Alexander the Great after the disappearance of its main architect.

But Cook followed his intuition. He silenced all internal and external voices. He did this twice. Once when he left Compaq. He did it again, thanks to the hand that Jobs extended to him. This is what he said:

“Every rational consideration was given to me to stay at Compaq. The people closest to me suggested that I stay at Compaq. But, after a five-minute interview with Steve, I threw caution and logic to the wind and choose Apple “.

He had the same attitude when the most visionary entrepreneur of the twentieth century proposed that he take his place at the helm of the company.

So where is the lesson? It lies in the understanding that logical reasoning only reinforces our fears, rather than objectively analyzing the situation.

This is because you are never ready for certain tasks and roles. NEVER!

Then you have to listen to your intuition. It will undoubtedly tell us what to do.

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Nico Nobili —Alias SirNickNite