When Tim Cook retires in September, he’ll close a remarkable 15-year chapter of the Apple brand story. When Cook succeeded Steve Jobs as CEO in 2011, many observers thought Apple’s best days were behind it. Few predictions have turned out so dramatically wrong. Under Cook’s leadership , Apple became the first publicly traded company worth $1 trillion and the world’s most admired brand. But numbers alone don’t explain Cook’s success. If Steve Jobs was the greatest business storyteller of our time, Tim Cook was the most consistent storyteller. The consistency was on display when Cook took his final bow at the company’s annual worldwide developers conference (WWDC). After Apple executives introduced new services, software, and AI capabilities for Siri, Cook ended the opening day’s keynote by saying, “Creating the best products in the world that enrich people’s lives has always been our North Star.” The Difference Between a Mission Statement and a North Star The ...
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