How Apple Turns its

Company Culture
into Profit...
... and How You Can Profit From
Your Own Company Culture Too!

Richard Parkes Cordock

www.EnterpriseLeaders.com

iPad
iPhone
iMac

iPod

$1,000,000,000,000
One Trillion?

YOU
+
Apple

iPod . iPhone . iPad

iMac . MacBook . MacPro . Mac mini
iTunes . Apps

RG = B + BA + TTF

Revenue Growth =
Buy + Buy Again
+ Tell Their Friends

Buy
1999

2000

2008

2003

2010

Buy Again

2006

2011

2002 - 2012

2007 - To Date

2010 + 2012

2010 - To Date

Buy Again ...and again...

Tell My Friends

WHY?
BUY, BUY AGAIN
& RECOMMEND

Insanely Great Products

Interlinked Eco System

(Simple, Easy to User, Design, Packaging, Up-Sell/Cross-Sell)

(iTunes. iCloud, App Store, Lock Customer In)

WOW Customer
Experience
(Retail, Web, 5Star Experience, Genius Bar)

Great Marketing
(Simple, Emotional, Sell Dreams - Not Products, Cause Based, Memorable, Repeatable)

WHY?
1. Simplicity
2. Stylish Design
3. Cool Lifesytle
4. Feel Good
5. Feel Part of Something
6. Exciting Innovation
7. Aspirational Brand
8. Art + Science
9. It Just Works
10. Fan/Customer For Life!

HOW?

70,000
Employees
in Total

26,000
Employees
in Retail

HOW?
CULTURE

1. Entire company aligned behind common vision, values,

purpose and goals

Vision
Values
Purpose
Goals

2. Teams work together for the good of the customer

3. Employees take ownership and responsibility for

their actions - just like business owners

4. Motivation, morale and engagement is high

5. Strong communication and collaboration

6. Deliver a world class customer experience

7. Foster Innovation, creativity and entrepreneurialism

We believe that were on the face of the Earth to make great products, and thats not
changing.
Were constantly focusing on innovating.
We believe in the simple, not the complex.
We believe that we need to own and control the primary technologies behind the
products we make, and participate only in markets where we can make a significant
contribution.
We believe in saying no to thousands of projects so that we can really focus on the
few that are truly important and meaningful to us.
We believe in deep collaboration and cross-pollination of our groups, which allow us
to innovate in a way that others cannot.
And frankly, we dont settle for anything less than excellence in every group in the
company, and we have the self-honesty to admit when were wrong and the courage
to change.
And I think, regardless of who is in what job, those values are so embedded in this
company that Apple will do extremely well.
- Tim Cook, Acting Apple CEO,
January 2009 FQ1 2009 Earnings Call

Apple University:
Teach Apple
Case Studies
significant decisions in Apples recent history
Jobs is ensuring that his teachings are being
collected, curated, and preserved so that future
generations of Apples leaders can consult and
interpret them.

One More
Thing...

www.EnterpriseLeaders.com