Dan Pallotta: 5 things to help Tim Cook to be a great

Tim Cook graduated speech before the US Congress, and it was gorgeous. At each vypadki against Apple, he posted a pack of iron facts refuting opponents said. Senator Levin wanted blood, but Tim has defended the honor of his trusted company. Cook drives the shame of those who asked him questions. What he said when asked about violation of basic principles of honest work? "I am an honest person. Apple - an honest company. I would not manage... [something that it would be unfair]. "

Tim Cook - a man with a unique character and an incredible mind, and it is these qualities allow him to create a unique image, to leave their mark, and not just at Apple, but in the whole of history. In Dan Pallotta There are some ideas about how a man in his position could help yourself to it.

1. Come up with a joke about himself

Tim Cook is the most tightly scripted leading since Neil Armstrong, and most people (students) it does not interfere. What really bothers them - this apparent lack of understanding of this fact Cook. If Tim made it clear to people that he knows what he is leading, he became an instant would be better in this capacity. He could start his speech at WWDC with deadly jokes about his performance style, and people would have liked it. They would have loved it even more.

2. Run a cool advertising campaign

Apple once again need a cheerful and relaxed advertising. Something like the legendary Mac vs PC. For example, iOS vs Android, and Android in this campaign will be destroyed by obvious facts, faced its users. Alternatively, you can show how Apple products are helping in the life of people with disabilities. Bold company can not afford to be "modest" in such matters as advertising, and Tim should make the first move in this direction.

3. Stop delegate other major announcements

Tim too many delegates. Preview the product should head. This emphasizes the importance of the product for the company, because it shows not someone, and he her head. The fact that so Cook often refers to the Vice-Presidents, at odds with the history of Apple. In addition, it is possible to see the lack of passion from the CEO to the products created by the company.

In this regard, Jobs made the performance look like a lawsuit. He came out and argued, argued all. He talked about what slop current products in any sector, why are they settling in what the root of the problem, and then show how Apple will fix it all their product. He did not just talk about what's going to make users happy. In his speeches, Apple became the hero who embarks on a dangerous odyssey to conquer the dragon everyday. He showed how close and clear it of users problems, his concern was felt in the minds of Apple fans, he was incredibly close to them. He showed that he uses Apple products, because it has the same problems as that of other users, and only Apple products solve these problems.

Cook to do the same. He must show that he uses these products. This part of his work, an important part.

4. Distinguish between product design and the design of the future

product design and design of the future - are two completely different concepts. Jony Ive could create future products, but it can not create the company's future. Imagine a president who would take the service of "control by a vision," rather than to show their vision of the future. Tim Cook has to realize what his own vision of the future of Apple, and then to organize a major event in which to share this vision with others.

5. Do not be afraid to do with myself

The vision of Steve Jobs was not his only forte. His willingness to fight to defend the consistency of his vision even at the cost of hatred in his address, unless it is necessary for the realization of his vision from a dream into reality - is no less important than the presence of the very own vision. Awareness of the possibility of realization came not only from the product itself. He could make it so that the new product was demonstrated at 6 months earlier than expected all sorts of analysts, and it was not the result of worries about others like it or not. At each stage, he showed all that man can do more. Delight customers - it is also able to show them that real things are done, and they are made faster than that of all other companies. You know these companies: they show concepts, but these concepts are and remain in development, we can not buy them. To be successful, you have to solve the problem with characteristic human desire to postpone things for later. Others will not like it, but only until such time as you do not show them that they can. They may hate you today, but in the long term, they will love you.

0. zero point

There are zero point. Tim will not be able to take place in the pantheon of the great business leaders, while not dare to go beyond your comfort zone.