Tim Cook is best known for being the HEAD of the Most Iconic Company in the World - Apple
But very few know about how he got there.
This is the story of Tim Cook and HOW he managed to became the CEO OF APPLE.
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But very few know about how he got there.
This is the story of Tim Cook and HOW he managed to became the CEO OF APPLE.
π§΅π
1/ Aside from building multi-billion dollar firms such as Apple and Pixar, Steve Jobs was the most charismatic business person throughout his term at Apple.
So, why did someone like Tim Cook become his successor?
As a Leadership Coach, I needed an answer.
So, why did someone like Tim Cook become his successor?
As a Leadership Coach, I needed an answer.
2/ Cook was the polar opposite of Jobs.
Quiet and introverted, he had a background in OPERATIONS and DATA ANALYSIS rather than PRODUCT DEVELOPMENT.
Was he an exceptional employee?
Not Exactly!!!
Quiet and introverted, he had a background in OPERATIONS and DATA ANALYSIS rather than PRODUCT DEVELOPMENT.
Was he an exceptional employee?
Not Exactly!!!
3/ Prior to becoming CEO, Cook wasn't really one of the STAR players in Apple's executive lineup.
That title usually went to
-Jonathan Ive or
-Phil Schiller,
who were often featured in Apple's keynotes and promotional videos.
That title usually went to
-Jonathan Ive or
-Phil Schiller,
who were often featured in Apple's keynotes and promotional videos.
4/ Apple was founded on April fool's day back in 1976.
And while Jobs was there from day one, cook didn't join the company until 1990.
In order to really understand Cook's qualifications, we have to go back further back.
And while Jobs was there from day one, cook didn't join the company until 1990.
In order to really understand Cook's qualifications, we have to go back further back.
5/ Cook joined IBM's personal computer division in 1982.
He rose through the ranks to become director of North American fulfillment.
This drew the attention of people at intelligent electronics (IE), who offered him a position as COO at their computer reseller division.
He rose through the ranks to become director of North American fulfillment.
This drew the attention of people at intelligent electronics (IE), who offered him a position as COO at their computer reseller division.
6/ He took the position.
Later he proposed JIT (Just-In-Time) manufacturing,
which is a process where items spend as little time in the production phase,
and as little time as possible sitting in warehouse.
Resulting in less cost for the company, but also faster delivery.
Later he proposed JIT (Just-In-Time) manufacturing,
which is a process where items spend as little time in the production phase,
and as little time as possible sitting in warehouse.
Resulting in less cost for the company, but also faster delivery.
7/ This led to an offer from Compaq as their VP for corporate materials.
Cook took the job, but didn't stick around.
Back at Apple things weren't good.
Cook took the job, but didn't stick around.
Back at Apple things weren't good.
8/ When Steve jobs returned to apple in 1996, he realized that the company was in need of a production overhaul.
HP was already entering the e-commerce space by selling computers online and experiencing success.
Thanks to their tightly integrated production.
HP was already entering the e-commerce space by selling computers online and experiencing success.
Thanks to their tightly integrated production.
9/ Jobs wanted find someone who could do the same at Apple quickly.
Tim Cook was just the man.
Jobs invited him to Apple's campus for an interview.
Tim Cook was just the man.
Jobs invited him to Apple's campus for an interview.
10/ Cook accepted, not because he was looking to leave his executive position at Compaq, the most successful computer company in the world at the time.
But because he simply wanted to meet Steve Jobs, the guy who helped pioneer the entire computer industry.
But because he simply wanted to meet Steve Jobs, the guy who helped pioneer the entire computer industry.
11/ Jobs did his Magic.
Cook, experienced, something he least expected.
A DESIRE and excitement to work AND MAKE A DIFFERENCE.
But...
there were countless logical reasons why that was a bad idea.
Cook, experienced, something he least expected.
A DESIRE and excitement to work AND MAKE A DIFFERENCE.
But...
there were countless logical reasons why that was a bad idea.
12/ Apple:
1 - Was hemorrhaging money for years.
2- Releasing one failed product after another.
3- Replacing CEO's on a regular basis.
Not to mention they were estimated to be 90 days away from bankruptcy.
1 - Was hemorrhaging money for years.
2- Releasing one failed product after another.
3- Replacing CEO's on a regular basis.
Not to mention they were estimated to be 90 days away from bankruptcy.
13/ There was no evidence of Apple's revival at the time of Cook's interview.
Since Apple hadn't had a significant hit since Apple-2,
most people were betting against them.
That's what made Tim Cook's move to Apple so surprising.
Since Apple hadn't had a significant hit since Apple-2,
most people were betting against them.
That's what made Tim Cook's move to Apple so surprising.
14/ He switched,
from the world's most popular computer company,
to one that was about to go bankrupt.
His choice astonished his family and coworkers.
It defied all reasoning.
But Cook was directed by something more valuable.
Something that was beyond logic.
from the world's most popular computer company,
to one that was about to go bankrupt.
His choice astonished his family and coworkers.
It defied all reasoning.
But Cook was directed by something more valuable.
Something that was beyond logic.
15/ In the interview with David Rubinstein, he said,
"It wasn't a decision that you could sit down and do the engineering analysis saying here are the pluses, here are the minuses."
"It was this voice in my head that was saying go west young man, go west."
"It wasn't a decision that you could sit down and do the engineering analysis saying here are the pluses, here are the minuses."
"It was this voice in my head that was saying go west young man, go west."
16/ That was the magic of Steve Jobs.
The Master Persuader.
Jobs once said, "Intuition is more important than intelligence."
Cook followed his INTUITION.
The Master Persuader.
Jobs once said, "Intuition is more important than intelligence."
Cook followed his INTUITION.
17/ Just like Jobs, Cook had the guts.
Guts to bet his career on his INTUITION.
This made it easier for Jobs to pick him as his own replacement.
But this wasn't the only reason.
Guts to bet his career on his INTUITION.
This made it easier for Jobs to pick him as his own replacement.
But this wasn't the only reason.
18/ Cook joined Apple as their SVP for worldwide operations.
He closed factories and warehouses and replaced them with contract manufacturers.
This drastically lowered the amount of inventory Apple needed to have on hand, from a few months' worth to only a few days' worth.
He closed factories and warehouses and replaced them with contract manufacturers.
This drastically lowered the amount of inventory Apple needed to have on hand, from a few months' worth to only a few days' worth.
19/ In 2006, he secured long-term partnerships with vendors for flash memory cards, years before the technology became widespread.
This Enabled Apple to deliver three high-volume items in five years.
iPod Nano - 2005
iPhone - 2007 and
iPad - 2010
This literally saved Apple.
This Enabled Apple to deliver three high-volume items in five years.
iPod Nano - 2005
iPhone - 2007 and
iPad - 2010
This literally saved Apple.
20/ Cook's stellar performance won him a promotion as Apple's COO in 2007.
He worked closely with all corporate officials,
ensuring that Steve Jobs' and Jonathan Ive's visions could be realized through mass manufacturing and a consistent supply of parts.
He worked closely with all corporate officials,
ensuring that Steve Jobs' and Jonathan Ive's visions could be realized through mass manufacturing and a consistent supply of parts.
21/ In any other company
logistics is one of the most demanding components.
That's why all divisions traditionally report to production.
Designers, marketers, and engineers are all constrained by the production team's capacities.
Not in the case of Apple though!!!
logistics is one of the most demanding components.
That's why all divisions traditionally report to production.
Designers, marketers, and engineers are all constrained by the production team's capacities.
Not in the case of Apple though!!!
22/ Here all departments reported to,
THE DESIGN TEAM.
They had the final say.
So Cook had to plan ahead and figure out how to mass produce all their items efficiently and cheaply.
THE DESIGN TEAM.
They had the final say.
So Cook had to plan ahead and figure out how to mass produce all their items efficiently and cheaply.
23/ This was incredibly difficult.
But something that could easily hide behind the scenes.
Cook's name was hardly raised in discussions about who might replace Jobs.
But something that could easily hide behind the scenes.
Cook's name was hardly raised in discussions about who might replace Jobs.
24/ Jonathan Ive,
Apple's iconic industrial designer was people's favourite.
But Jobs knew that Jonathan wasn't a good choice.
The CEO's role is not to be the best product designer or software developer; Steve Jobs was none of these things.
Apple's iconic industrial designer was people's favourite.
But Jobs knew that Jonathan wasn't a good choice.
The CEO's role is not to be the best product designer or software developer; Steve Jobs was none of these things.
25/ CEO's role is to be the
-best at spotting outstanding people,
-making excellent decisions based on intuition, and
-bringing out the best in their employees,
all in order to guarantee the company operates smoothly and in the right direction.
Tim Cook was the best choice
-best at spotting outstanding people,
-making excellent decisions based on intuition, and
-bringing out the best in their employees,
all in order to guarantee the company operates smoothly and in the right direction.
Tim Cook was the best choice
26/ In the interview with David Rubinstein he said, " I wasn't a star athlete, star scholar, or tech nerd. But I was a star".
That was his defining characteristic.
Cook was well rounded.
He was T-Shaped, unlike Jonathan who was "I" shaped in his strengths.
That was his defining characteristic.
Cook was well rounded.
He was T-Shaped, unlike Jonathan who was "I" shaped in his strengths.
27/ He didn't design products, but had a degree in industrial engineering.
He didn't build assembly line gear, but he helped IBM implement robotic manufacturing.
He wasn't as charismatic as Steve Jobs, but his skills as a team leader gained him respect.
He didn't build assembly line gear, but he helped IBM implement robotic manufacturing.
He wasn't as charismatic as Steve Jobs, but his skills as a team leader gained him respect.
28/ Cook was LEADER with his own style and values.
He was more concerned about human
rights,
philanthropy, and
environmental issues than Jobs.
He was more concerned about human
rights,
philanthropy, and
environmental issues than Jobs.
29/ He had the same passion for Apple as Jobs once had.
These T-shaped skills combined with this passion got him the CEO position.
These T-shaped skills combined with this passion got him the CEO position.
30/ That was Tim Cook's story and how he became the CEO of Apple and an extraordinary LEADER in the industry.
Follow me @VibhorChandel for more threads on Leadership + Communication + High Performing Teams + Being Agile. Or Subscribe to my YouTube Channel
Follow me @VibhorChandel for more threads on Leadership + Communication + High Performing Teams + Being Agile. Or Subscribe to my YouTube Channel
32/ You Can find my last thread on 16 Smartest Leadership Podcast Episodes here
https://twitter.com/VibhorChandel/status/1489613535046950915
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