Berger Leadership Blog

Jun 03, 2022

What would Tim Cook do?

As leaders, it’s important to remember that there will be times for success, and there will be times for failures. That’s life. However, there’s always aspects of leadership that leaders can control in the process, according to Apple CEO Tim Cook.

In a recent Inc. article that my father-in-law sent me, tech columnist Jason Aten writes about Tim Cook’s words of wisdom to a recent class of graduates from Gallaudet University on leadership. His advice:

Whatever you do, lead with your values.

Aten highlights that Cook leads one of the most profitable companies in the world with over 180,000 employees who make, sell, and process the most popular high-tech products. In addition, Cook makes it known what Apple represents in its values, like privacy, the environment, and accessibility. These simple values help drive the company’s goals.

"By leading with your values," continued Cook. "What I mean is that you should make decisions – big and small, each and every day – based on a deep understanding of who you are and what you believe."

In the end, your values help create the map to your organization’s success. By listening to and understanding what you truly care about, and what you want your organization to represent, you will be able to create a working culture with greater force than just delivering your product. By discovering and keeping your values consistent, your organization will be unstoppable.

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