A new report suggests that CEOs of other US companies plan to copy Tim Cook’s Trump strategy in order to lobby the incoming administration.
The report suggests that Cook developed the world’s simplest approach to interacting with Trump, noting that the strategy paid off for Apple …
An awkward history
Cook and Trump have frequently disagreed. For example, during the standoff between Apple and the FBI over the San Bernardino shooter, Trump called for people to boycott the iPhone maker’s products. Cook also sent a memo to all employees in 2017 stating that the company opposed Trump’s immigration policies, and would be doing everything it could to assist affected employees.
Some criticized Cook for meeting with Trump, and allowing the then-president to claim credit for “opening” a Mac Pro plant which had in fact been operating for six years. Cook also opted not to comment on an unsubstantiated claim by Trump about Apple opening three further US plants.
Tim Cook’s Trump strategy
Cook responded to criticism by stating that it was better to engage.
When asked why he felt it was important to meet with President-elect Trump, Cook explained that he feels there’s more value in engaging rather than sitting on the sidelines. Even when you disagree with someone.
Furthermore, Cook explained that it’s important to engage with governments everywhere, including in the United States, the European Union, China, and South America. “You don’t change things by just yelling,” Cook wrote. “You change things by showing everyone why your way is the best.”
The Wall Street Journal says that Cook’s strategy for dealing with Trump was to speak and meet with him personally, and to make things as simple as possible for the then-president.
Instead of sending government relations executives or lobbyists, Cook would appeal to Trump directly through phone calls and meals, said people familiar with the interactions.
Cook then developed a meeting strategy with Trump where he would bring one data point to home in on a single issue in a meeting, the people said.
It was this approach which saw tech imports largely exempted from tariffs on imported products manufactured in China. More recently, Cook also reportedly spoke to Trump about antitrust issues faced by the company before congratulating him on his election win.
Replicating Cook’s approach may not be easy
The WSJ says that other CEOs are likely to seek to follow Cook’s example, but while the strategy is very simple, executing it may not be easy.
Executives across the corporate sphere are working to get in the good graces of the new administration. Plenty hope to follow Cook’s playbook [but this] will likely prove challenging. Few companies carry the name recognition of Apple and Cook. Some lobbyists and corporate advisers have already found that, if Trump doesn’t have an existing relationship with an executive, getting on his schedule now is difficult.
Photo: White House/Public domain
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