A report from Wall Street Journal points out that CEOs of various American companies are considering imitating Tim Cook’s method of engaging with Donald Trump in order to influence the new administration. The Apple CEO reportedly developed a simple technique for dealing with the president-elect that appears to have benefited his company significantly.
A relationship far from linear
The relationship between Cook and Trump has been marked by public disagreements. For example, Trump advocated for a boycott of Apple during the dispute between the FBI and the company over the unlocking of an iPhone linked to the San Bernardino shooting. Additionally, Cook has openly opposed Trump’s immigration policies, arguing in particular that Americans need the best minds in the world. Despite these tensions, Cook’s approach to Trump is to avoid confrontation with the president.
Cook defended his meetings with Trump by emphasizing the importance of engagement rather than isolation. He believes that direct dialogue, even in cases of disagreement, can lead to constructive results. His method consists of:
- Personal interaction : Instead of using lobbyists or government relations teams, Cook communicated directly with Trump through phone calls and personal dinners.
- Targeted discussions : In meetings, Cook focused on a key issue with a single data point, keeping the conversation simple and focused.
You don’t change things by shouting. We change things by showing everyone why our way of doing things is the best.
This tactic proved particularly effective during the negotiations that led to the exemption of customs duties on Chinese imports for Apple products. More recently, Cook reportedly discussed his concerns with Trump regarding antitrust investigations.
The challenge of others
Although Tim Cook’s direct approach seems simple, replicating it might be difficult for other CEOs like Meta’s Mark Zuckerberg for example:
- Brand recognition: Few companies have Apple’s global brand stature, which could have made Cook’s access to Trump easier.
- Access to Trump: Without prior personal connections, it could prove difficult for other leaders to get time on the president’s agenda.
Clearly, not everyone is Tim Cook or Elon Musk, who is now a close advisor to the president. We will scrutinize Trump’s “new friends”, as well as the media reaction.
