Get All Access for $5/mo

Apple's Tim Cook on Leadership: 'The Most Important Data Points Are People' Cook, who took over for Steve Jobs in 2011, stresses that CEOs need to make swift decisions.

By Laura Entis

Opinions expressed by Entrepreneur contributors are their own.

Reuters | Robert Galbraith

When Tim Cook assumed the role of Apple's CEO in 2011, he had some near-impossible shoes to fill. Steve Jobs was already a legend, his status as a genius, once-in-a-century innovator having been cemented long before his death six weeks later.

How do you directly follow the force behind the iPhone, iMac, iPad and iTunes? Simply put, there is no way to prepare, Cook told Fortune in an in-depth interview. After becoming CEO, he was immediately beset by predictions that Apple would sink without Jobs and that, as the company's new leader, he would usher in an age of un-innovation. This, of course, has so far failed to play out: Under Cook, the company has rolled out the Apple Watch and Apple Pay, among other potentially game-changing projects.

Cook says his baptism-by-fire – which included the Apple Maps debacle and some high-profile hires and subsequent firings – taught him valuable lessons about the art of leadership.

Related: Tim Cook Reveals the Sectors Apple Wants to Conquer Next

Cook has an operations background. As an engineer, he told Fortune, you have the luxury of analyzing specific problems. But as CEO, there are so many realms -- hiring, culture, marketing, product design etc. – that need to be managed at once. "You're engaged in so many things that each particular thing gets a little less attention," he said. "You need to be able to operate on shorter cycles, less data points, less knowledge, less facts."

As CEO, he says, "if you believe that the most important data points are people, then you have to make conclusions in relatively short order." It's a lesson Cook learned in early 2013, when he hired John Browett, the former head of the U.K.-based discount electronics chain Dixon's. It was quickly apparent that Browett didn't fit in with Apple's culture, and instead of hemming Cook swiftly cut him loose, firing him in March of that year. "You want to push the people who are doing great," told the outlet. "And you want to either develop the people who are not or, in a worst case, they need to be somewhere else."

Related: With ResearchKit, Apple Wants to Use Your iPhone For Medical Research

Laura Entis is a reporter for Fortune.com's Venture section.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Editor's Pick

Starting a Business

He Started a Business That Surpassed $100 Million in Under 3 Years: 'Consistent Revenue Right Out of the Gate'

Ryan Close, founder and CEO of Bartesian, had run a few small businesses on the side — but none of them excited him as much as the idea for a home cocktail machine.

Franchise

The Top 10 Coffee Franchises in 2024

From a classic cup of joe to a creamy latte, grab your favorite mug and get ready to brew up success with the best coffee franchises.

Business Ideas

63 Small Business Ideas to Start in 2024

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2024.

Business News

'Jaw-Dropping Performance in 2024,' Says a Senior Analyst as Nvidia Reports Earnings

Nvidia reported its highly-anticipated third-quarter earnings on Wednesday.

Marketing

How Small Businesses Can Leverage Dark Social to Drive Word-of-Mouth Marketing

Dark social accounts for 70% of social media shares and is crucial for small businesses. Here's how you can tap into this hidden marketing opportunity.

Business News

'Do You Sell Cars?': Tesla CEO Elon Musk Trolls Jaguar Rebrand on X

The team running Jaguar's X account was working hard on social media this week.