库克：改变苹果公司的傲娇和高冷

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AS网站目录（www.adminso.com）：库克：改变苹果公司的傲娇和高冷上周苹果公司CEO蒂姆・库克参加为ALS患者筹措慈善基金的活动，在苹果公司每周的啤酒狂欢节上接受了冰桶挑战。自从2011年成为苹果公司CEO以来，库克在任间对苹果公司的文化产生了重大影响

AS网站目录（www.adminso.com）：库克：改变苹果公司的傲娇和高冷

上周苹果公司CEO蒂姆・库克参加为ALS患者筹措慈善基金的活动，在苹果公司每周的啤酒狂欢节上接受了冰桶挑战。自从2011年成为苹果公司CEO以来，库克在任间对苹果公司的文化产生了重大影响。史蒂夫・乔布斯很少有对员工产生兴趣或者关心的时候，他时刻保持着寻猎天才的状态，他会通过重金诱惑的方式把这些天才带到苹果公司、或者让他们留在苹果公司。

乔布斯下的苹果公司文化中带有一点点的惧怕，另外还有神秘。很少有人会说在苹果公司工作有趣，相反在苹果工作非常具有挑战性，都是用产品来说话的。乔布斯的运营模式并无对错之说，而且它带来的成效我们有目共睹，不过库克则逐渐让苹果文化脱离乔布斯模式。

90 年代末曾在苹果公司工作的人表示，在那里最糟糕的情况就是和乔布斯单独会面。视心情而定，乔布斯可能会问你“用 10 个字或者更少的词语来说说你将给苹果创造什么价值。”如果他觉得你给出的答案不能满足他，那么他可能会当场开了你。在苹果人人都知道“绝对不要单独和乔布斯乘同一座电梯。”

库克在苹果一步步稳定自己的政权，并建立一个不同的文化氛围，而这个时机也刚刚好。随着反挖角事件的再次升温，苹果很有可能想尽办法来留住人才。

库克采取一种非常温和的方式来改变苹果公司的氛围，这产生了非常大的影响。他的第一个大胆举动就在上任苹果公司 CEO 一职几个月后，开展了 Double the Donation 慈善活动，承诺公司每年将会在员工在向非盈利组织捐款时同时追赠与该员工捐款相同的金额(以每人 10,000 美元为上限)。这是一项令人惊叹的企业慈善事业。乔布斯治下的苹果如果会推出这样的政策那是不可想象的。其实从这项事业中传递出来的信息非常简单：苹果公司的领导层关心重要的社会问题，但更重要的是，这些社会问题对于其员工来说很重要。今天的苹果会关心那些对员工来说重要的事情。

后来库克炒掉了 iOS 和 OS X 开发部门的斯科特・福斯特以及零售主管 John Browett。接受采访时他表示会做这些决定，是因为他希望苹果内部能形成一种合作文化。福斯特在乔布斯好胜的管理方式下幸存下来，但是如今的苹果已经不欢迎了。

库克对员工的关心还体现在 2012 年底苹果推出的一项计划，代号为“蓝天”（Blue Sky）,选择一部分员工让他们在两周的时间里放下手中的工作去进行一项特别的任务。另外如今零售店的员工也可以享受产品折扣了。库克另外也非常关心供应商生产链上的工人，要求供应商给工人提供更好的条件等。他也致力于推出更绿色的产品，以及多项回收项目。

本月早些时候苹果发布员工多样性报告，苹果多名高管参加冰桶挑战，为 ALS 患者筹措慈善基金。和乔布斯治下的苹果，其企业文化是不是不一样了？苹果的员工是否欣赏库克和公司则这种做法？答案是肯定的。

但是一家更具社会意识、更关心员工的公司是不是还能够开发出令人震惊的产品，打开新的市场？库克已经证明了他能够有效地领导苹果，而且获得一批拥趸，但是“苹果是否还有上述能力呢？”这或许也是目前关于苹果的最大疑问。库克和苹果在准备新的产品，而且可能还会有重新定义市场的新产品。库克的新企业文化能否转化成为主导市场的新产品，答案在未来几个月或者就能揭晓。

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