World-Class Business Advice From Apple Inc. (AAPL)’s CEO

Find “wicked smart people”
How do you foster world-class collaboration? Cook’s answer for Duke University students was succinct. Cook looks for people that are not political and bureaucratic — people that don’t really care who will get the credit for excellent work. They should “appreciate different points of view.” And last, but not least, they should be “wicked smart.”

The “customer is the judge”
Slacking on the customer experience isn’t the way to go. Cook told Walt Mossberg and Kara Swisher at All Things Digital:

No matter what business you’re in, ultimately the customer is the judge. … iPad has the highest customer [satisfaction] of any tablet. … That’s what we’re about. Not winning awards — we’re about enriching customers’ lives. And making great products. Not making the most.

Find your North Star
On careers, Cook recounted of his own, “For me, the journey was not predictable — at all.” The 25-year plan his professor at Duke University had him write up, he told students, had no relation to what actually happened in his career. “The only thing I believe you can do is prepare,” he said. “You sort of have to have a North Star, and stay with the North Star.”

Cook & Co.
For now, investors seem to be mostly split on the Apple Inc. (NASDAQ:AAPL)’s stock, with Cook among the heated topics. Though these principles may have successfully guided him as Apple’s chief operating officer, many are questioning whether his principles will carry over to the CEO position. Though time will undoubtedly uncover the answer, I’d love to hear your thoughts on Cook’s advice in the comments below.

The article World-Class Business Advice From Apple’s CEO originally appeared on Fool.com.

Fool contributor Daniel Sparks has no position in any stocks mentioned. The Motley Fool recommends Apple Inc. (NASDAQ:AAPL). The Motley Fool owns shares of Apple.

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