My thoughts on Apple's Company Culture. Speech to ICAEW.

1. 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

2. iPad
iPhone
iMac
iPod
$1,000,000,000,000
One Trillion?

4. YOU +
Apple
iPod . iPhone . iPad
iMac . MacBook . MacPro . Mac mini
iTunes . Apps

5. RG = B + BA + TTF

6. Revenue Growth =
Buy + Buy Again
+ Tell Their Friends

7. Buy
1999

8. 2
2000 2003 2006
2010 2011
2008
Buy Again

9. 2002 - 2012 2010 + 2012
2007 - To Date 2010 - To Date
Buy Again ...and again...

10. Tell My Friends

11. WHY?
BUY, BUY AGAIN
& RECOMMEND

12. 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 Great Marketing
Experience
(Simple, Emotional, Sell Dreams - Not Products, Cause Based, Memorable, Repeatable)
(Retail, Web, 5Star Experience, Genius Bar)

13. 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!

14. HOW?

16. 70,000
Employees
in Total

17. 26,000
Employees
in Retail

19. HOW?
CULTURE

20. 1. Entire company aligned behind common vision, values,
purpose and goals
Vision
Values
Purpose
Goals

21. 2. Teams work together for the good of the customer

22. 3. Employees take ownership and responsibility for
their actions - just like business owners

23. 4. Motivation, morale and engagement is high

24. 5. Strong communication and collaboration

25. 6. Deliver a world class customer experience

26. 7. Foster Innovation, creativity and entrepreneurialism

27. We believe that we’re on the face of the Earth to make great products, and that’s not
changing.
We’re 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 don’t settle for anything less than excellence in every group in the
company, and we have the self-honesty to admit when we’re 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

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

29. One More
Thing...

30. www.EnterpriseLeaders.com