The flaw with your argument is that I don’t believe Tim is either of those things.
Why Tim Cook Doesn’t Care About ‘The Bloody ROI’. Time for the NCPPR to learn the fundamentals of 21st Century management and the Creative Economy. The new bottom line for business is customer delight.
www.forbes.com
“Steve Jobs was once asked at an Apple [AAPL] shareholder meeting by a shareholder who wanted get some insights into his deepest thinking: “What keeps you awake at night?” Mr. Jobs replied, “Shareholder meetings.”
The wisdom of this insight was borne out last week when Mr. Jobs’s successor at Apple, Tim Cook, was asked at the annual shareholder meeting by the NCPPR, the conservative finance group, to disclose the costs of Apple’s energy sustainability programs, and make a commitment to doing only those things that were profitable.
Mr. Cook replied –with an uncharacteristic display of emotion–that a return on investment (ROI) was not the primary consideration on such issues. “When we work on making our devices accessible by the blind,” he said, “I don’t consider the bloody ROI.” It was the same thing for environmental issues, worker safety, and other areas that don’t have an immediate profit. The company does “a lot of things for reasons besides profit motive. We want to leave the world better than we found it.”
Reportedly looking directly at the NCPPR representative, he said, “If you want me to do things only for ROI reasons, you should get out of this stock.”
The National Center for Public Policy Research (NCPPR) attended the meeting as shareholder. It describes itself as a conservative think tank and was
pushing a shareholder proposal that would have required Apple to disclose the costs of its sustainability programs and to be more transparent about its participation in “certain trade associations and business organizations promoting the amorphous concept of environmental sustainability.”
Mr. Cook made clear that Apple would continue with energy sustainability and its other initiatives. Most of the shareholders went along with that: the NCPPR’s proposal received just 2.95 percent of the vote.”
Now, do those sound like the words of a “a soulless greige beancounter who knows the price of everything but the value of nothing?”