A recent analysis indicates that CEOs from various U.S. companies aim to adopt Tim Cook’s strategy when engaging with the incoming administration.
The analysis points out that Cook has formulated a straightforward method for engaging with Trump, highlighting its effectiveness for Apple…
A Complicated History
Cook and Trump have often found themselves at odds. Notably, during the conflict between Apple and the FBI concerning the San Bernardino shooter, Trump called for a boycott of Apple’s products. Additionally, in a 2017 memo to all employees, Cook made it clear that the company opposed Trump’s immigration policies and was committed to supporting affected employees.
Critics have pointed fingers at Cook for engaging with Trump and permitting the former president to take credit for “opening” a Mac Pro plant that had been operational for six years. Cook also chose to remain silent on Trump’s uncorroborated claim regarding Apple establishing three additional plants in the U.S.
Tim Cook’s Approach to Trump
In response to the criticism, Cook emphasized the importance of engagement.
When questioned about the significance of meeting with President-elect Trump, Cook explained his belief that engaging is more beneficial than remaining passive, even amid disagreements.
Moreover, Cook stated that it is crucial to engage with governments globally, including the United States, the European Union, China, and South America. “Change doesn’t occur by merely shouting,” Cook remarked. “It happens by demonstrating to others why your approach is the most effective.”
The Wall Street Journal suggests that Cook’s technique for engaging with Trump involved direct communication through personal meetings and keeping matters straightforward.
Rather than sending government relations officials or lobbyists, Cook would contact Trump directly through calls and meals, according to sources acquainted with their interactions.
Cook devised a strategy where he would focus on a single data point during discussions with Trump to ensure a concentrated dialogue on that issue, sources stated.
This method was instrumental in securing exemptions for tech imports from tariffs on products manufactured in China. Recently, Cook also reportedly discussed antitrust concerns with Trump, following which he congratulated him on his election victory.
Challenges in Imitating Cook’s Strategy
The WSJ notes that while other CEOs are likely to try and emulate Cook’s strategy, the simplicity of the approach does not equate to ease of execution.
Corporate leaders are striving to build favorable relationships with the new administration. Many aspire to adopt Cook’s methods, yet this endeavor is expected to be tough. Few companies enjoy the same level of recognition as Apple and Cook. Additionally, some lobbyists and corporate advisors have observed that gaining an audience with Trump is becoming increasingly difficult if an executive lacks an established relationship with him.
Image: White House/Public domain
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