Steve Jobs’ persuasion is now legendary. Not only to convince the public of the virtues of dozens of Apple products, but also to close the signing of what for him were great promises for the company. Another example is how he recruited the person who is now CEO of the company, Tim Cook himself.
Without reaching the age of forty, Cook was by no means hairless and inexperienced when Jobs went looking for him.. In fact, he held a high position in the technology company Compaq. He had just arrived and was happy. However, once again, Steve got what he wanted.
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In this story, Jobs didn’t have a phrase as legendary as the one he said to John Sculley when he asked him to leave Pepsi to run Apple. The one about “Do you want to sell sugar water for the rest of your life or do you want to come with me and change the world?” He didn’t need much depth.
Tim Cook wasn’t as well known as he is today, but not hogging the spotlight doesn’t mean he wasn’t known in the industry. It was a lot. After a little over a decade at IBM, with which Apple curiously faced very tough competition in the 1980s and part of the 1990s, he became head of operations at Intelligent Electronics. A position that would help him finish joining Compaq in 1998 as vice president of worldwide operations
Cook, who in his youth was considered too normal to be a revolutionary, possessed enormous intelligence to direct areas as complex and demanding as operations. Steve Jobs had just returned to Apple and was doing so for the first time as CEO (during his previous stint he was a co-founder, board member, and affected person, but never CEO). In this new stage he sought a complete reorganization of Apple and there, Cook was a fundamental piece. At least that’s what Jobs believed.
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In the end, we know that Jobs was right in his intuition, although it was not easy to know them and giving up trying to sign him would have been at least reasonable. But no, Jobs was stubborn.
“I always thought that following the herd was wrong”
Jobs’ initial telephone contacts with Cook failed to reach an agreement. In fact, in an interview with Charlie Rose in 2014, Cook admitted that He was very happy at Compaq. He had just arrived at this company six months ago, they had a big long-term project and even his admired Steve Jobs didn’t make him hesitate.
And we say admired because, as Cook acknowledged in this and many other interviews, he knew very well what Steve Jobs was like even though he didn’t know him personally. In fact, even though the Apple that Jobs acquired in the late ’90s was falling on hard times, Cook had a hunch that he would take the company far.
The fact is that Just one face-to-face meeting with Cook was enough for Jobs to bring him into his field
Cook does not comment on it for more or less obvious reasons, but the proposed salary would also have an effect. $400,000 per year, which, with an additional $500,000 bonus, would be almost a million dollars in exchange for being Apple’s new vice president of operations. It was a big deal and in some ways it was out of the market for an Apple that was being recomposed.
And the rest is history
Tim Cook agreed after the interview with Steve Jobs, also applying his principles of no longer being a member of the herd, as he also explained in another interview. From 1998 to 2011, he served as vice president of operations at Apple.
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Along the way, Cook became one of the most important men not only to Jobs, but to the company in general. This is how it was forged Appointment of CEO in 2011 when, just a few months after dying from his long illness, Steve Jobs handed over control to him.
There is now a lot of talk about possible successors to Tim Cook at Apple, with John Ternus gaining momentum, although the truth is that There is no indication that Cook will not have the rope for a while. Indeed, his profitability is more than proven after having multiplied the value of the company fifteen-fold since he took charge. And without Jobs’ stubbornness, this point might never have been reached.
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The new
How Steve Jobs Convinced Tim Cook to Join Apple: It Only Took Five Minutes… and a Huge Pay Raise
was originally published in
Pommesfera
by Álvaro García M. .