Excerpt From New Book Offers Look at Tim Cook's Management Style

Discussion in 'MacRumors.com News Discussion' started by MacRumors, Feb 28, 2014.

  1. MacRumors macrumors bot


    Apr 12, 2001

    The Wall Street Journal today published a new excerpt from former WSJ reporter Yukari Iwatani Kane's new book Haunted Empire, Apple After Steve Jobs, offering a new look into the management style of Tim Cook.

    Kane notes that when Cook started at Apple in 1998, he set high expectations for everyone working for him, asking them to act like Apple was a $20 billion company when they were a $6 billion company and to procure the best yields, delivery and prices on components.
    Cook ran his operations meetings in an orderly and disciplined fashion, going through every item and finding any possible error in meetings that could last up to six hours long. These meetings, according to Kane, could sometimes be terrifying for employees.
    Unlike Jobs, Cook apparently used deafening silence when he wasn't happy with something. For instance, the excerpt explains an incident where someone was unable to answer one of Cook's questions so Cook didn't say a word and let the silence fester, causing everyone in the room to stare at the table. The atmosphere of the room would grow to intense levels as Cook kept his eyes on the person who wasn't able to answer until Cook pulled out an energy bar from his pocket to eat as he waited for an answer.

    However, once Cook became CEO he made moves to make Apple feel more open internally than it had under Jobs. He opted to communicate with employees more often via emails and town-hall meetings. And, unlike Jobs, who opted to have lunch with Jony Ive, Cook would have lunch at the cafeteria and introduce himself to employees he didn't know and ask to eat with them.

    Haunted Empire, Apple After Steve Jobs will be published on March 18.

    Article Link: Excerpt From New Book Offers Look at Tim Cook's Management Style
  2. Dulcimer macrumors 6502a


    Nov 20, 2012
    Assuming these stories are true, Cook sounds like a great leader. As clear and directed as Jobs. Of course, he doesn't have the same charisma as Jobs, so all the SJ-loving fanboys on here hate him.
  3. ouimetnick macrumors 68020


    Aug 28, 2008
    Beverly, Massachusetts
    I like the part about how the staring continues until he gets tired and grabs a energy bar out of thin air.. err.. his pocket.
  4. AngerDanger, Feb 28, 2014
    Last edited: Feb 28, 2014

    AngerDanger macrumors 68030


    Dec 9, 2008
    In that picture, Cook looks like a badass walking away from an explosion without turning back.

  5. Rogifan macrumors P6


    Nov 14, 2011
  6. robertcoogan macrumors 6502


    Apr 5, 2008
    Joshua Tree, California
    Not surprising

    Really not much of a shocker. He is more focused on the business side and less on what makes Macs "Macs." Watch the Ballmerization of Apple continue.
  7. vomhorizon macrumors 6502a

    Sep 24, 2013
  8. Catalyx macrumors newbie

    Apr 17, 2008
    Are you implying that Steve Ballmer's strength is business management?
  9. vomhorizon macrumors 6502a

    Sep 24, 2013
    Companies as large as apple do not need to have one man that does absolutely everything..This a company that does 175 billion of revenue with just a few products..Someone has to manage the workings of the company, the logistics around it. Creativity can be centered around the leadership that only does that..
  10. BornAgainApple macrumors 6502a


    Jun 9, 2009
    So long story short, he's the anti-Steve...got it.
  11. euphemus macrumors newbie

    Jul 12, 2012
    Classic bitch move of a mid-level manager.
  12. kingtj macrumors 68020

    Oct 23, 2003
    Brunswick, MD
    Yeah, basically ....

    I don't find any of these intimidation tactics impressive in the least.

    Didn't like the stuff Jobs used to pull (yelling at people, etc.) and don't care for this either.

    I mean, look -- the person who can't answer your question satisfactorily in a meeting already gets it; he screwed up. How much productivity is going to happen in the meeting during long periods of awkward silence?

  13. Rogifan macrumors P6


    Nov 14, 2011
    As long as Cook allows the people who work for him to be focused on that why does it matter if he's more focused on the business side of things. I'd like someone to name one great product or idea that Cook stopped from happening because of his alleged "bean counter" mentality.
  14. Atlantico macrumors 6502


    May 3, 2011
    Quite the contrary, assuming those stories are true, Cook sounds like a terrible leader.

    Why ask the same question 10 times? Does Apple hire idiots?

    Why treat people with "deafening silence" when he is not pleased with them? A sign of a great leader or communicator?

    Why make people "toil from dawn to midnight" just for a praise. Not a raise, a praise.

    Why were his meetings with employees often "terrifying" for said employees? Were they incompetent? Does Apple hire incompetent people?

    This guy sounds like a lot of douchbags that somehow become executives. Terrible boss.
  15. lysingur macrumors regular


    Dec 30, 2013
    Sense of direction

    I agree with robertcoogan. For all his anti-Jobs qualities, one thing that Cook absolutely needs for Apple to continue to grow is an acuity on how technology is evolving and where it's heading. Somehow it doesn't feel like iWatch is 'it'.
  16. vpndev macrumors 6502

    May 11, 2009
    you have to be kidding

    I will agree that Cook is no Steve Jobs. But Cook didn't preside over a huge company that missed mobile - entirely - and has thereby condemned it to the imminent major-also-ran status that IBM now enjoys.

    Really - is this the best you can do ?? You're unworthy of your cave.
  17. The Doctor11 macrumors 603

    The Doctor11

    Dec 15, 2013
    New York
    I think he is a amazing leader and a amazing person. And he has a awesome voice :D
  18. swingerofbirch macrumors 68030

    Oct 24, 2003
    The Amalgamated States of Central North America
    It's interesting how the same qualities that are praised of very successful people would in unsuccessful people be deemed as antisocial personality problems.
  19. japanime macrumors 68000


    Feb 27, 2006

    Tim had some help with that explosion.
  20. rei101 macrumors 6502a

    Dec 24, 2011
    Damn, God save me from working at that company :s
  21. lolkthxbai macrumors 65816


    May 7, 2011
    He asked a question, he's waiting for an answer, as far as I'm concerned, the employee is not being very productive.
  22. Abazigal macrumors 604


    Jul 18, 2011
    I wouldn't like to be under such a boss, but I understand why it would be necessary from a management point of view.

    But good lord...6 hour meetings ?!?
  23. Harmonious Zen macrumors 6502a

    May 18, 2013
    Oh how right you are. Life is all about perspective, isn't it?
  24. BigBeast macrumors 6502a

    Mar 6, 2009
    Quite the contrary. The are many different types of effective leaders, and Tim is in the right place. The employees that need coddling and reassurance are not necessarily less valuable than those that do not, but those are not the employees Apple is seeking to hire, or to have on staff. Apple looks to have sharp, efficient, and detail-oriented personnel in key areas of the company. Therefore, to lead such a team, you need to push them to their limits so that they can shine. I bet you that after being drilled like that in front of your peers, the next time you have to present, you'll make sure that you are perfect! Like I said it's not for everyone, but for the Apple elite, you better be ready and willing to take a beating, pick yourself up, grow and overcome. That way in the future, when you're head and shoulders above all the others in your same category, you'll be able to handle what others would deem insurmountable. Being afforded a compliment by such a leader feels like no other compliment you have ever received. Not only do they earn you self respect and the respect of those around you, you can truly say that you worked hard and succeeded where many would not be able to-- that's an incredible achievement.
  25. Rogifan macrumors P6


    Nov 14, 2011
    Hmm...this profile coming from someone who says Scott Forstall should not have been canned but in the next sentence says Apple Maps was a "fiasco". Sorry can't have it both ways. I doubt I'll be buying this book.

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