Apple's New Credo: Enriching Lives
In addition to other Apple retail updates, the company has a new credo: Enriching Lives.
In this long Fast Company interview with Apple CEO Tim Cook, Everything Can Change Except Values, he talks about the culture of the company as established by the late, great Steve Jobs (remember that very first iPhone announcement back in 2007? And did you read Ed Catmull's book, Creativity Inc.? You might see Steve Jobs in a new light).
In that interview, Tim Cook notes that Apple makes the bold decision to walk away when they need to, which is something that sets the tech titans apart from most large companies. (To read about other differences between most large companies and Amazon, click here).
More from Apple's Enriching Lives campaign:
Enriching lives.
We are here to enrich lives.
To help dreamers become doers,
to help passion expand human potential,
to do the best work of our lives.
AT OUR BEST
We give more than we take.
From the planet,
to the person beside us.
We become a place to belong
where everyone is welcome.
Everyone.
We draw strength from our differences.
From background and perspective
to collaboration and debate.
We are open.
We redefine expectations.
First for ourselves, then for the world.
Because we’re a little crazy.
Because “good enough” isn’t.
Because what we do says who we are.
We find courage.
To try and to fail,
to learn and to grow,
to figure out what’s next,
to imagine the unimaginable,
to do it all over again tomorrow.
AT OUR CORE
We believe our soul is our people.
People who recognize themselves
in each other.
People who shine a spotlight
only to stand outside it.
People who work to leave this world better than they found it.
People who live to enrich lives.
Rita J. King is the co-director of Science House in Manhattan, where she works with leadership teams around the world to align the missions of organizations with the people who work hard to make them a reality.
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8 年I believe fully in "purpose" driven marking as one of 3 effective types of marketing strategies. I helped develop Dove Real Beauty strategy from the start, to show how much I believe in it, but this sucks. This mission says everything and does nothing. If we ask top level Apple employees, what is Apple's purpose in the world? The most reduced answer is "Enriching lives". Are they any different than Starbucks' "to inspire and nurture the human spirit". Does Apple live by those values "enriching lives". I'm sure the factory workers in China would say otherwise. Whereas Starbucks actually does a pretty good job of living up to it's brand promise. I wrote 3 years ago on a post that as soon as I hear Tim Cook talk about chip speed, mhz and ram, that the Apple had another 6 years before it was out of the top 5 brands in the world. Tim Cook doesnt get what the company was, It was a religion, a belief system, it was what a brand was suppose meant to really be. The apple logo on the Iphone was the "cross" we wore in public to let others know what our beliefs are without even realising that is why we used it. Tim Cook I'm sure is a great CEO, he is not a marketeer though. He does not allow us to buy into the brand story as many great brands do, he wants you to buy his boxes of Mhz and Ram instead.