By Benzinga
Publication Date: 2026-03-13 14:01:00
In a letter to young creators, Apple Inc.’s (NASDAQ:AAPL) CEO, Tim Cook, disclosed the crucial question that steered his choice to join the then-ailing tech giant.
He remembers, “Many people doubted the company could survive, and I was warned that accepting a job there would come with risks.”
Despite the risks, Cook was influenced by founder Steve Jobs‘ fervor and vision. However, his admiration for Jobs wasn’t the only factor in his decision. Cook needed to be sure the move was right for him.
Cook said the future is unpredictable despite our best efforts to shape it, and advises that instead of focusing on “What will happen?”, people should ask themselves something deeper.
Thus, he posed himself a potent question: “Who will I be when it does (happen)?”
This question guided Cook to choose purpose and passion over security and prestige, molding the skills he would acquire and the person he would evolve into.
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