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Steve Jobs was undeniably a genius.

But Tim Cook took Apple from $153B to $3T over the last 11 years. (20x increase)

Here are 9 lessons from the underrated CEO:

1. Quality over quantity

Quote:

“Our goal has never been to make the most. It’s always been to make the best.”

Lesson:

1 great product is better than 100 bad products.

2. Focus

Quote:

“I learned that focus is key. Not just in your running a company, but in your personal life as well”

Lesson:

Do one thing at a time. Both in your professional life and in your personal life.

3. Never stop innovating

Quote:

“When we launch a product, we’re already working on the next one. And possibly even the next, next one.”

Lesson:

One of the reasons for Apple’s success is their ability to always innovate and deliver new things. Apply this to your craft.

4. Long-term thinking

Quote:

“The kind of investors we seek are long term because that’s how we make our decisions.”

Lesson:

Build long term plans with long term people. That’s how you win in business.

5. Don’t compete on price

Quote:

“Price is rarely the most important thing. Somebody gets it home and they feel great when they pay the money, but then they get it home and use it and the joy is gone.”

Lesson:

Make something so good it justifies the price.

6. Stay true to your values

Quote:

“Our values are that we do think that people have a right to privacy. And that our customers are not our products.”

Lesson:

Stay true to your values. Build around that.

7. Aim big

Quote:

“If you embrace that the things that you can do are limitless, you can put your ding in the universe. You can change the world.”

Lesson:

Your self-beliefs dictate your course of action. Be irrationally confident in your ability to drive change.

8. Be a good person

Quote:

“I hope people remember me as a good and decent man. And if they do, then that’s success.”

Lesson:

At the end, all that matters is whether you were a positive influence on the people around you.

9. Ditch shiny object syndrome

Quote:

“You can only do so many things great, and you should cast aside everything else.”

Lesson:

If you want to be the best. Focus at one thing at the time. Sometimes it all comes down to making that one choice.