Apple CEO Tim Cook To Duke Students: 'You Should Rarely Follow The Rules' [VIDEO]

on June 04 2013 2:41 PM
Tim Cook
Tim Cook speaking at the Fuqua School of Business at Duke University YouTube

While visiting his alma mater, the Fuqua School of Business at Duke University, Apple CEO Time Cook was asked by a student, “When should we listen to our professors, and when is it OK to break the rules?”

Cook responded, “I think you should rarely follow the rules. I think you should write the rules.”

 

Cook further elaborated, “I think if you do follow things in a formulaic matter, you will wind up at best being the same as everybody else.”

He added, “If you want to excel you can’t do that. I’ve watched a lot of companies do that. I think that’s a rotten strategy.”

Watch Tim Cook and his full response to the Duke University students in the video above.

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