Robert Safian with Apple's Tim Cook

Thirteen Lessons of Innovation by Robert Safian

by ROBERT SAFIAN from Fast Company 

I got my first glimpse of Apple’s newest product as the sun was coming up. It was just after 7 a.m. on a Wednesday in January, two days after Apple executives, including CEO Tim Cook, began moving into Apple Park, the company’s new spaceship-like headquarters in Cupertino. As I was escorted around the gleaming structure, it occurred to me that it embodied everything Apple’s products represent: a glimpse of the future, and yet also something familiar—not science fiction, but a tangible vision made real.

When I sat down with Cook a while later, in a conference room labeled simply “ceo”, he talked about how central “humanity” is to Apple’s products, how tech specs and silicon advancements only matter if they enable users to improve their lives.

Apple has long been an icon of innovation. In an age of rapid change, what’s remarkable has been the company’s staying power. This year, it returns to the No. 1 ranking on our annual Most Innovative Companies list. Apple is the only business to have passed our editors’ criteria to make the list every year since 2008. Which does not mean that the company hasn’t hit roadblocks along the way; in fact, Cook was quite candid that innovation rarely unfolds in a straight line. While many outfits aspire to emulate Apple’s system, it’s the company’s adaptability that truly sets it apart. Apple’s culture combines intense effort, high standards, and a willingness to forge new paths, even if those paths may threaten the company’s existing products…click to read the full article.

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