Steve Jobs advised Tim Cook to never ask what he would do, but to simply do the right thing when handing over the reins of Apple in 2011. This lesson, which Jobs himself had learned watching Disney paralyzed by the question of what Walt Disney would do, was meant to prevent decision paralysis at the company. Tim Cook spent nearly three decades at Apple, thirteen of them as CEO, before passing the torch to John Ternus last September. Jobs also imparted core principles to Cook, including the importance of collaboration where one plus one equals three, saying no to a thousand things to focus on what truly matters, and pursuing excellence. Jobs’ key advice for everyone, which he shared during his 2005 Stanford commencement speech, was to do work you love.
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