An Open Letter to Tim Cook

Dear Tim,

Congratulations on your recent promotion to CEO at Apple.  Obviously, we are all concerned about what this implies about Steve's health.  However, as his hand picked successor we have all the confidence in the world in the potential of your tenure.

Last week we saw the press you generated from your initial interviews.  In those, we heard you say that "Apple would not change" under your leadership.  While that may be what your loyal Apple employees, shareholders and the press wanted to hear, it raises many concerns.

It's very difficult to be the successor of an "imperial CEO."  Just ask some of the high profile successors to Bill Gates, Phil Knight, Larry Page and a host of others.  As the returning CEO at Apple, Steve certainly generated superhuman results, commanded a cult-like following, changed the course of consumer behavior, and in doing so resurrected your company from the ashes into one of today's most valuable companies. I'm sure this is a legacy you would like to perpetuate.  But if I were going to give you any advice as you take on your new role, it is BE YOURSELF!  Don't try to live in someone else's shoes.  Be authentic.  Even if it means changing the way things are done at Apple.

Steve Jobs is a once in a century phenomenon.  Perhaps history will record him in the same league as Einstein, Ford, Ben Franklin, or Edison.  You are not Steve Jobs.  So don't try to be.  Tim, you have much to bring to Apple.  You have been the behind the scenes architect of some of the most important parts of Apple's success.  But I fear that if you try to perpetuate Jobs-ian cult-like status you will fall flat on your face.

Being yourself will require changes that Steve would not have made.  Make them.  Be sure they are thoughtful and take into account the expected reaction from the loyal Appleonians.  Start with "Why".  Make sure the employee ranks, customers, and even the press understand your deep feelings for the changes and then proceed.

Don't expect immediate gratification.  In fact expect the opposite.  Human nature abhors change.  Most of your constituents will likely oppose your changes.  Be patient.  If you are as smart as you appear, the changes you make will be for the good.  Keep the faith; don't back down.

Apple is an important American icon, especially in this fragile economy.  Finding ways to cause Apple to grow and prosper is more important than ever.  Steve hand picked you for this job.  He probably was right.  Don't let us down.