Leading a large company like Apple requires specific qualities in its leaders. In his book The Mentally Strong Leader, Scott Mautz, a trainer and instructor at LinkedIn Learning, summarizes the business strategy principles that have contributed to the success of many CEOs and founders of major companies.
In an article for CNBC, the author highlights some of these key phrases. Interestingly, they can easily be connected to significant decisions made by both Steve Jobs and Tim Cook during their leadership at Apple.
1. “There’s No Such Thing as a Perfect Path”
The Japanese Wabi-sabi philosophy teaches us to appreciate the beauty of imperfection, emphasizing that nothing ever achieves absolute perfection. This lesson is particularly relevant in the business world, where the quest for perfection can lead to indecision and stagnation. “When you second guess a path you’ve chosen or lament that not everything is working out as you’d hoped, you can get stuck in a negative loop,” Mautz says.
This aversion to stagnation is what prompted Jobs to eliminate nearly 70% of Apple’s product portfolio when he returned to the company in 1997. During that time, the company was losing $867 million a year, according to The New York Times.
Cook faced a similar challenge when he decided to permanently remove the headphone jack from the iPhone. He understood that there would never be a “perfect” moment to make this change, so he deemed the launch of the iPhone 7 an appropriate time. Other brands quickly followed suit, agreeing with the decision.
2. “It’s Not What I Lost, It’s What I Still Have”
When fate deals you a bad hand, it’s easy to succumb to negativity. However, it’s essential to focus on your remaining strengths and assets.
According to Mautz, maintaining a positive mindset distinguishes leaders who successfully guide their teams through recovery from those who risk ruining their companies. “Remembering to focus on what you still have makes a profound difference,” he concludes. A study from the University of California supports this idea, showing that positive thinking helps condition the necessary state of mind to navigate adversity.
Jobs exemplified this mindset when he was fired from Apple, which he had founded a decade earlier. Instead of dwelling on the enormous project he lost, Jobs concentrated on his skills and used them to create two successful ventures: the computer company NeXT and the renowned animation studio Pixar.
Years later, in his motivational speech at Stanford University, Jobs reflected on his experience, stating, “Getting fired from Apple was the best thing that could have ever happened to me.”
3. “Adversity Creates Beliefs, Not Consequences”
Successful corporate leaders often share the ability to transform negatives into positives. According to Healthline, this concept is rooted in the ABC model of cognitive behavioral therapy. It was instrumental for Apple in navigating the “Antennagate” scandal surrounding the iPhone 4 in 2010, which led to improved transparency within the company.
Mautz points out, “Adversity doesn’t automatically mean negative outcomes.” Instead, negative trends can be reversed by adopting changes and maintaining a long-term strategy. Cook has experienced similar challenges in response to criticism regarding the sales of the Apple Vision Pro. He acknowledged the disappointing figures from the product’s initial release while focusing on its potential for future success.
4. “Let It Be”
“[You can] tell yourself, ‘Let it be.’ That means using a form of cognitive acceptance, which is a surer path to pulling out of a downward spiral. Don’t try to banish an adverse event from your psyche or change what you feel about it. Let it sit there. Acknowledge and accept that your emotions are legitimate reactions and focus on how you’ll move forward in a productive way,” Mautz advises.
Acceptance doesn’t mean ignoring problems. Rather, it involves being aware of them and continuing to move forward without being paralyzed by them.
When Cook succeeded Jobs as Apple’s leader, references to Jobs’ leadership style were prevalent. Instead of trying to imitate his predecessor, Cook chose to make his own decisions regarding the company’s future. This approach has paid off considering he’s transformed it into a tech giant.
A similar situation occurred when Apple launched the iPad, which raised concerns that the tablet would ultimately cannibalize the Mac market. Jobs was confident in the iPad’s potential for success and was willing to take that risk, knowing it might impact Mac sales. Over time, Apple itself has encouraged this shift.
5. “Big Picture, Small Step”
Eating a cake in one bite may seem like a challenge, but consuming it slice by slice is much more manageable. The goal remains the same. However, according to Mautz, breaking tasks into smaller steps offers greater flexibility and the ability to adapt to minor changes as they arise.
This approach is exemplified by the evolution of the iPod and, later, the iPhone, showcasing Jobs’ vision for advancing step by step within a long-term mission.
Interestingly, the five concepts Mautz describes in his book can be applied to any decision in your personal or business life. In fact, they can help you adopt the right mental framework for each situation.
Image | Dan Farber
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