Apple's New Credo: Enriching Lives

In addition to other Apple retail updates, the company has a new credo: Enriching Lives.

In this long Fast Company interview with Apple CEO Tim Cook, Everything Can Change Except Values, he talks about the culture of the company as established by the late, great Steve Jobs (remember that very first iPhone announcement back in 2007? And did you read Ed Catmull's book, Creativity Inc.? You might see Steve Jobs in a new light). 

In that interview, Tim Cook notes that Apple makes the bold decision to walk away when they need to, which is something that sets the tech titans apart from most large companies. (To read about other differences between most large companies and Amazon, click here).

More from Apple's Enriching Lives campaign:

Enriching lives. 

We are here to enrich lives. 
To help dreamers become doers, 
to help passion expand human potential, 
to do the best work of our lives. 

AT OUR BEST 

We give more than we take. 
From the planet, 
to the person beside us. 
We become a place to belong 
where everyone is welcome. 
Everyone. 

We draw strength from our differences. 
From background and perspective 
to collaboration and debate. 
We are open. 

We redefine expectations. 
First for ourselves, then for the world. 
Because we’re a little crazy. 
Because “good enough” isn’t. 
Because what we do says who we are. 

We find courage. 
To try and to fail, 
to learn and to grow, 
to figure out what’s next, 
to imagine the unimaginable, 
to do it all over again tomorrow. 

AT OUR CORE 

We believe our soul is our people. 
People who recognize themselves 
in each other. 
People who shine a spotlight 
only to stand outside it. 
People who work to leave this world better than they found it. 
People who live to enrich lives.

Rita J. King is the co-director of Science House in Manhattan, where she works with leadership teams around the world to align the missions of organizations with the people who work hard to make them a reality.