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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?
Apple Company Culture
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
2




2000       2003    2006




            2010   2011
2008




       Buy Again
2002 - 2012           2010 + 2012




2007 - To Date       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                                                                   Great Marketing
  Experience
                                                                   (Simple, Emotional, Sell Dreams - Not Products, Cause Based, Memorable, Repeatable)


       (Retail, Web, 5Star Experience, Genius Bar)
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?
Apple Company Culture
70,000
Employees
in Total
26,000
Employees
in Retail
Apple Company Culture
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 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
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.”
One More
 Thing...
www.EnterpriseLeaders.com

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Apple Company Culture

  • 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
  • 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...
  • 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?
  • 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.”