Tim Cook's Insightful Lecture on Intuition: A Leader's Perspective
Explore Tim Cook's unique approach to leadership and intuition in this inspiring lecture series, revealing how Apple's CEO makes pivotal decisions.
"Tim Cook's Insights" is a special series dedicated to unveiling the mindset of Apple's visionary leader. In an exclusive interview series for Duke University, Cook opens up about his career journey, sources of inspiration, and much more. This first installment delves into his perspective on intuition.
Back in 1998, Apple was on the brink of collapse. Despite the company's uncertain future, Cook made the bold decision to leave the thriving tech firm COMPAQ and return to Apple.
His decision came after a brief five-minute conversation with Steve Jobs. Against all odds and logical reasoning, Cook’s intuition guided him to take the leap:
"I don’t believe people are born with intuition. It seems to develop alongside a person's ability to observe and listen."
Cook, known for his analytical mindset and engineering expertise, recalls that his most critical decisions were not based solely on logic. He once drew a list of pros and cons about working at Apple. Although eager to accept the role, the cons heavily outweighed the pros.
Seeking advice from close confidants, all urged him against joining Apple:
"You’re crazy. You work for the world’s leading PC company (COMPAQ). How could you even consider this?"
Yet, a voice inside Cook encouraged him: "Go West, young man, go West." This phrase, attributed to Horace Greeley, symbolizes the historic American westward expansion. Choosing to trust his intuition, Cook embraced the uncertain path ahead.
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