ARE YOU THE BEST VERSION OF YOURSELF? EMBRACE THE YOU DOCTRINE BUSINESS HOW-TO
of their religion, regardless of their sexual orientation, regardless of their gender … everyone deserves respect” into their business model since “inclusion inspires innovation.” Whether you’re the successor to a long tradition or you’ve struck out on your own, it’s important to ask yourself who are you trying to be. Even if it sounds silly, are you being the best version of yourself, or are you chasing a mold that doesn’t fit? Unleash the YOU doctrine and take hold of your company’s DNA.
have the self-honesty to admit when we’re wrong and the courage to change,” and in the past few years, we’ve seen just that. Cook has taken incredible strides to make Apple a company deserving of its fandom. Through Cook’s influence, Apple has made it a priority to become more transparent about major functions while still upholding their trademark production secrecy. Cook is known, and somewhat notorious, for his comment, “I don’t think about the bloody ROI.” Here, Apple has taken a hard stance that its top priority is improving the world, not just profitability, and they’ve become environmental and charitable leaders. Cook has also integrated the value that “regardless of their color, regardless
Back in 2009, Tim Cook stepped up to fill in for Steve Jobs during what everyone assumed would be a single medical leave of absence. The temporary stint quickly turned into a permanent position, and, more than eight years later, Cook is thriving as the tech company’s CEO while carving out a significant legacy for himself. But how has this solitary tech wiz brought about so much change to such a monolithic corporation? It all comes down to a rather simple philosophy: Don’t try to be Steve. This is in no way a snub. In fact, after Jobs brought Cook into the Apple fold during his campaign to return profitability to the company in 1996, the two made a formidable team. Cook’s deviation from the Jobs mold has its roots in something we all learned in pre-K: “The only person I can be is the person I am.” As Cook once said in an interview with Charlie Rose, “I’ve tried to be the best Tim Cook I can be.” As contentious as his first couple of years at Apple’s helm may have been, it appears that Cook has succeeded in doing just that. So, what does the world of Apple look like today? It follows a little something called the Cook Doctrine. “‘THE ONLY PERSON I CAN BE IS THE PERSON I AM.’” Originally outlined in his very first quarterly earnings call back in 2009, Cook was praised for having a keen grasp on the “DNA” of Apple. In its most boiled-down version, this Cook Doctrine affirmed that excellence, simplicity, control, collaboration, and selectivity stood as the core pillars upon which Apple functioned. Cook also included this gem: “We
–Shaun
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