In the world of business, few names resonate like Tim Cook. The Apple CEO is not only known for his leadership within one of the most influential companies in the world, but also for the way he knew managing complex relationships with political figures such as Donald Trump.
A recent analysis of Wall Street Journal highlight how other American CEOs are trying to imitate Cook’s strategy with the newly re-elected president, but replicating it may not be so simple.
Tim Cook and Donald Trump haven’t always been in tune. The friction between the two dates back to several episodes, such as when Trump called for a boycott of Apple products during the clash between the company and the FBI over the San Bernardino case. Or when Cook took a stand against the then-president’s immigration policies, assuring Apple employees of support and protection.
Despite the differences, Cook chose to keep an open channel with Trumpeven at the cost of criticism. Emblematic was Cook’s visit to the Mac Pro factory in Texas, where Trump took credit for an opening that, in reality, dated back six years earlier. On other occasions, Cook has refrained from commenting on Trump’s unverified claims about new manufacturing facilities in the United States.
Cook’s strategy is based on a simple principle: dialogue is better than ignorance. “You don’t change things by sitting on the sidelines,” Cook explained, underlining that dialogue is essential, even when you disagree.
The Apple CEO has applied this approach not only with Trump, but with governments around the world, from the European Union to China, showing a global vision. His tactic was to confront Trump directly, without intermediaries such as lobbyists or institutional relations experts.
In each meeting, Cook focused on a single key fact to address a single issue, making the message as clear as possible. This approach has brought concrete results, such as the exemption of Apple technology products from tariffs on Chinese imports.
Many CEOs hope to follow Cook’s lead, especially as new administrations come in, but the Wall Street Journal points out that it’s not that simple. Cook was able to count on two fundamental advantages: the weight of the Apple brand and his personal status. Not all companies or leaders have the same ability to attract the attention of high-level political figures.
Without a pre-existing relationship, gaining space on Trump’s – or other influential leaders’ – agenda can be a tall order. Apple, in fact, enjoys global recognition that few other companies can boast, and Cook has been able to make the most of this leverage.
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Source: www.iphoneitalia.com
