In a new interview, Tim Cook says that one of the priorities of his job is learning to say “no to a bunch of great ideas” in order to keep Apple focused.
“There is more noise in the world than change,” he said. “One of my roles is to try to block the noise from the people who are really doing the work. That’s tougher and tougher in this environment … We can do more things than we used to do because we’re a bit bigger. But in the scheme of things versus our revenue, we’re doing very few things. I mean, you could put every product we’re making on [a] table, to put it in perspective. I doubt anybody that is anywhere near our revenue could say that.”
If the importance of saying “no” sounds familiar, it’s because it’s a lesson straight out of the Steve Jobs playbook.