Tim Cook, CEO of Apple Inc. is revered among the greatest CEOs in the world today. On September 2, 2019, Cook demonstrated Optimal Thinking when he tweeted:
Our country is strongest when everyone has the opportunity to succeed.
On August 2, 2018, Cook achieved a remarkable milestone. Apple became the first public U.S. company to reach a 1 trillion valuation. Cook stated that the market capitalization is “not the most important measure of the company’s success.”
Financial returns are simply the result of Apple’s innovation, putting our products and customers first, and always staying true to our values.
This is a tiny window into how Tim Cook thinks. A few years ago, I decided to analyze the thinking Cook displayed during Apple’s 2013, 2014, and 2015 first quarter conference calls when he was faced with probing analysts.
I rated each word, phrase, and sentence according to my Hierarchy of Thinking Styles model (from Optimal Thinking, extraordinary positive thinking, moderate positive thinking, moderate negative thinking, extraordinary negative thinking, to totally negative thinking).
To anyone who follows Apple’s performance under Cook’s leadership, the results were not surprising.
Time and again, Tim Cook presents himself as an extraordinary positive thinker. He often uses words like “phenomenal”, “amazing”, “impressive”, “remarkable”, “exceptional”, and “staggering”. He also uses phrases like “exceptional growth”, “incredibly pleased”, “stellar quarter”, and “unprecedented customer experience”.
Extraordinary positive thinkers like to explore and resolve problems and challenges, especially when others have given up or believe that the problem can’t be solved. They love to figure out how to make the impossible work. Their high energy and enthusiasm enables them to sell ideas, products and services to others. Because they are creative, flexible, and welcome change, they will find unconventional ways to help teams perform exceptionally well.
Extraordinary positive thinkers are motivated by being more than ordinary, remarkable, outstanding, and making a difference.
Although people react differently to situations, extraordinary positive thinkers often feel upset if they are ignored when they expect recognition for their efforts. They will also become upset if their performance is mediocre. They do not like their freedom being restricted by traditional options and when forced to conform, they can feel trapped. They do not like rigidity, strict rules and guidelines, or having to observe traditions.
Extraordinary positive thinkers demonstrate a bias towards unusual constructive actions that produce a remarkable difference.
Optimal Thinking is the mental basis of individual and corporate peak performance. This realistic thinking style enables us to maximize any decision, process, communication, and situation.
Cook uses Optimal Thinking to define his commitment to quality.
As I’ve said before, our objective has always been to make the best, not the most. And we feel we’re doing that.
Optimal Thinking is deployed to articulate Apple’s greatest accomplishments.
we’ve been selling with China Mobile now for about a week, and last week was the best week for activations we’ve ever had in China.
Cook also uses Optimal Thinking to optimize Apple’s innovation initiatives.
We have zero issue coming up with things we want to do that we think we can disrupt in a major way. The challenge is always to focus to the very few that deserve all of our energy. And we’ve always done that, and we’re continuing to do that.
If you are a CEO, senior executive or rising star who is facing an immediate challenge, I would like to prove that Optimal Thinking will give you the best chance of achieving everything you want. You will experience consistent peak performance to best resolve your greatest challenge.
The transcripts used in this article are © SeekingAlpha.com. 2013, 2014, 2015.
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