Career Planning with Apple CEO Tim Cook

Apple CEO Tim Cook discusses the 25 year plan he developed while a student at Duke University's Fuqua School of Business and why you should veer away from such plans. Cook spoke as part of his class reunion at the school.(www.fuqua.duke.edu)

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APPLE CEO AND FUQUA ALUM TIM COOK TALKS LEADERSHIP AT DUKE

Tim Cook spoke to students and alums when he returned for his 25th reunion



"Explore everything. Push the corners of your mind. Just get on this kind of continual learning roller coaster and see what happens."

This was among the advice Apple CEO Tim Cook shared with students at Duke University's Fuqua School of Business on April 26th. Back on campus for his 25-year reunion, Cook took part in an hour-long dialogue with Fuqua Dean Bill Boulding and the students in a jam-packed Geneen Auditorium buzzing with excitement to hear from the leader of the world's most profitable company.

The Apple CEO has embarked on a career far different than he had envisioned after graduating from Fuqua's Evening Executive MBA program in 1988. "For me the journey was not predictable at all. You have to find your own north star and stay with your north star."

As 450 Daytime MBA students prepared to graduate, Cook advised the students to heed Abraham Lincoln's words of wisdom: "I will prepare and someday my chance will come."

Cook shared the three keys to his leadership at Apple: people, strategy, and execution. "If you get those three right the world is a great place."

Students were able to get a unique glimpse into Cook's motivation, inspiration and leadership role models. Raised in the south and a witness to racial injustice, Cook described his admiration for Robert Kennedy and Martin Luther King Junior's bravery in risking their lives to fight for what they believed in. He has just three photos in his office: two of Kennedy and one of King.

Cook was asked when to follow strict principles of business theory and when to break the rules. His response stressed the importance of risks and learning from failure. "You should rarely follow the rules. What Fuqua teaches you so well is how to learn and how to collaborate. Write your own rules."

This message resonated with first-year MBA student Shelby Hall. "I know this follows Steve Jobs' belief that Apple creates products which consumers didn't ever know existed," she said. "It was interesting to hear Tim Cook's perspective on how we should balance writing our own rules while applying the foundations of business taught here at Fuqua."

Cook also spoke about some of his recollections from Fuqua. "The people made it an incredible experience. It was great for me to see how bright people approached solutions in different ways."

First-year MBA student Juan Danzilo says Cook's willingness to share his experiences shows a deep commitment to Fuqua. "Tim Cook's presence reflects Fuqua's sense of community. His humility and eloquence is admirable. It certainly was a unique opportunity for MBA students to hear from such an inspirational leader."

Tim Cook was asked to write a 25-year plan as part of his MBA experience.

The plan was more of a personal plan and was found by Cook a few years ago.

The plan was reasonably accurate for only 18 to 24 months.

Apple CEO Tim Cook reflects on his 25-year plan that he wrote during his MBA, finding it reasonably accurate for 18 to 24 months.

Career planning is unpredictable and the journey can be different for everyone.

It is important to be prepared for the changes and uncertainties in the world and work environment.

Personal life and relationships are also subject to change.

Apple CEO Tim Cook shares his unpredictable career journey and emphasizes the importance of being prepared for constant change in the world and workplace.

Having a clear goal or 'north star' is important in career planning.

It's important to stay focused on your own journey and not be affected by external distractions.

Finding your own path in career planning is essential.

Apple CEO Tim Cook emphasizes the importance of having a clear direction and staying focused on your journey.

Apple CEO Tim Cook reflects on his career journey and emphasizes the importance of being prepared for constant change.

Career Planning with Apple CEO Tim Cook

Apple CEO Tim Cook reflects on his career journey and emphasizes the importance of being prepared for constant change.

00:00:16 Apple CEO Tim Cook reflects on his 25-year plan that he wrote during his MBA, finding it reasonably accurate for 18 to 24 months.

00:01:21 Apple CEO Tim Cook shares his unpredictable career journey and emphasizes the importance of being prepared for constant change in the world and workplace.

00:02:25 Apple CEO Tim Cook emphasizes the importance of having a clear direction and staying focused on your journey.

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