How Apple Turns its Company Culture

into Profit...... and How You Can Profit From

Your Own Company Culture Too!

Richard Parkes Cordockwww.EnterpriseLeaders.com

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

iMac

iPhone

iPod

iPad

YOU+

AppleiPod . iPhone . iPad

iMac . MacBook . MacPro . Mac miniiTunes . Apps

RG = B + BA + TTF

Revenue Growth = Buy + Buy Again

+ Tell Their Friends

Buy 1999

2000 2003 2006

2008

2005

2010 2011

200820082008 2010 + 2012

Buy Again

2002 - 2012

2010 - To Date2007 - To Date

Buy Again ...and again...

2010 + 2012

Tell My Friends

WHY? BUY, BUY AGAIN & RECOMMEND

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

WOW Customer Experience

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

Interlinked Eco System(iTunes. iCloud, App Store, Lock Customer In)

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

1. Simplicity2. Stylish Design3. Cool Lifesytle4. Feel Good5. Feel Part of Something6. Exciting Innovation7. Aspirational Brand8. Art + Science9. It Just Works10. Fan/Customer For Life!

WHY?

HOW?

70,000 Employeesin Total

26,000 Employees in Retail

HOW?

CULTURE

1. Entire company aligned behind common vision, values, purpose and goals

VisionValuesPurposeGoals

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 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

“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.”

Apple University:Teach Apple Case Studies

One More Thing...

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