He is Tim Cook, the current CEO of Apple.
When Cook took over Jobs' position eight years ago, the public didn't think much of Cook at all.
But Cook delivered a satisfactory result: when he took over, Apple's market value was 300 billion dollars.
By August of 20 18, Apple became the first company with a market value of 1 trillion dollars in human history.
How did Cook do it?
His biography can give you the answer-
Tim Cook operates like this:
1.？ Internal rectification, establish prestige
When Cook first took office, the project "Apple Map" that Vice President Fausto was in charge of had such a big problem as guiding users to the airstrip, which caused public dissatisfaction. After the project failed, Fausto also refused to apologize publicly. Although Fausto is an old employee of the company, Cook thinks Fausto has become the destroyer of the team, so he decisively fired Fausto. This move made all employees see his leadership and courage and established a high prestige in the company.
2. foster strengths and avoid weaknesses, don't imitate jobs.
As we all know, Jobs' excellent speech ability makes every press conference become the focus of the industry. Cook, on the other hand, has always been very low-key, and has hardly been interviewed by the media, nor has he appeared in Apple's product videos. In the face of public doubts, Cook did not deliberately imitate Jobs, but maintained his advantage in supply chain management. In order to cooperate with the listing of a heavy product on holidays, he booked the schedule with various air transport companies several months in advance, successfully withstood the pressure of a large number of orders in a short time, and won the classic World War I in the industry.
3.？ Pay attention to public welfare and social responsibility, and enhance corporate image.
In the eyes of Jobs, Apple's best product is to fulfill its social responsibility, and he is not enthusiastic about charity. But Cook doesn't think so. He encouraged employees to donate money after taking over the company for several months, and promised that the company would donate the same amount as long as employees donated money. If the employee is a volunteer, the company will multiply the volunteer time by the salary to make a matching donation. At the same time, Apple also donated a lot of money to medical institutions, charitable organizations and AIDS prevention and control projects. This makes Apple's corporate image more friendly.
4.？ Develop application software to expand product competitiveness
In terms of products, Cook also broke the stereotype that Apple ignored corporate customers in the Steve Jobs era, and cooperated with his old club IBM to develop application software for different professional fields and enterprise markets. You must often entertain yourself on iPhone and iPad, right? Now, you can also handle professional work on it. These are Cook's product plans, which greatly increase Apple's market space.
5.？ Create new products and keep innovating.
The main reason why the outside world is not optimistic about Cook is that he lacks Steve Jobs' innovative ability. In this regard, Cook also responded with a new product, Apple Watch. Although the initial response was mediocre, Apple Watch caught up with the trend of people paying attention to sports health, and with the access of smart payment and other functions, the sales performance was very good: as of May 20 18, the sales volume exceeded 40 million, and maintained a quarterly growth rate of more than 50%.
6.？ Expand China market and occupy market share.
As the leader of global multinational companies, it seems natural for Cook to explore the China market. But leaders who act quickly and achieve remarkable results are rare. When Cook took office, the China market accounted for only 2% of Apple's total revenue. In just two years, China's market revenue has increased by more than 600%, and now it accounts for more than 20%.
How did Cook do it? On the one hand, negotiate with China government and telecom operators, and take a multi-pronged approach from contract machines, specialty stores and other channels; On the other hand, sincerely apologize for after-sales service and other issues to improve the image.
7.？ Pay attention to environmental protection and inject new values.
You know, in the early years, Apple was attacked by environmental organizations many times. Cook paid great attention to environmental protection as soon as he took office. He not only buys a lot of renewable energy in production and operation, but also urges suppliers to pay attention to environmental protection and seek safe and recyclable manufacturing materials. Today, Apple has become a model of green enterprise, and Cook's ideal is even more ambitious-let Apple's entire supply chain, 100% use renewable energy and recyclable materials.
8.？ Pay attention to privacy and protect users' rights
In the era of Jobs, Apple did not pay much attention to user privacy. But Cook is different. Every time Apple updates its software and hardware, it will strengthen the protection of users' privacy. In 20 16, the FBI tried to crack the user's mobile phone password on the grounds of investigating terrorist cases, and Cook firmly opposed it. Finally, Cook won the support of public opinion, and the FBI withdrew its request.
When you talk about Apple today, if you think of bold innovation, convenient use and excellent design, these may still be Jobs' legacy, but if you think of environmental protection, safety and social responsibility, it is Cook who branded Apple.