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Reasons for Apple’s Greatness? How ‘Bout The Cook Doctrine?

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Image Source: iphonestalk.com

Asymco has a great post up titled simply ‘The Cook Doctrine’. It’s a compilation of statements from Tim Cook in a financial earnings call (for Q1 2009), while he was the Acting CEO for Apple during Steve Jobs’ leave of absence.

We believe that we’re on the face of the Earth to make great products, and that’s not changing.

We’re constantly focusing on innovating.

We believe in the simple, not the complex.

We believe that we need to own and control the primary technologies behind the products we make, and participate only in markets where we can make a significant contribution.

We believe in saying no to thousands of projects so that we can really focus on the few that are truly important and meaningful to us.

We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot.

And frankly, we don’t settle for anything less than excellence in every group in the company, and we have the self-honesty to admit when we’re wrong and the courage to change.

And I think, regardless of who is in what job, those values are so embedded in this company that Apple will do extremely well.

Taken together, these add up to one hell of a great company philosophy. They also offer cause for optimism on the company’s prospects even when Steve Jobs is no longer in charge.

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