Business Part 16: Apple CEO Tim Cook on Intuition

  • 投稿カテゴリー:Business

Warm Up

—- **FOR NEW STUDENTS**————————————————

  1. What industry do you work in and what is your role?
  2. What are your responsibilities in your role/position?
  3. Can you describe to me the function of your workplace/company?
  4. How many departments, how many offices. National or International?
  5. What is the Minimum requirements for employment i.e Education or Experience?
  6. How many opportunities are there to ‘move up the ladder’?
  7. What is the process for changing job roles i.e Interview? Test?

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General discussion about your workweek:

  1. Current projects? Deadlines? Opportunities?
  2. Anything of interest happening?

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Listening

Before the video: Teachers will read the following questions aloud, please prepare for listening!
After the video: Did you get it? If not, please tell your teacher specifically which part you didn’t understand. Let’s review the video again 🙂
  1. How did the host describe Compaq in 1998?
  2. How does Tim Cook describe himself at heart?
  3. What did people say about Tim Cooks decisions?

Key Words and Phrases

You’ve talked about your decision to go to Apple back in 1998 and how people forget that at that point in time Apple was really close to extinction, almost, and was certainly in the eyes of some

yet you had just actually started a new job at Compaq which was a healthy, vibrant company at the time and so you then go to Apple shortly after having accepted this job

you said you spent about five minutes talking to Steve Jobs and your intuition told you despite all the reasons not to do this that this is where I should be

so my question is given the importance that you lend to this intuition. Is intuition something you’re born with or is it something that you’ve developed over your career so that you’ve kind of refined your instincts.

I think it’s more the latter, I don’t think that you’re born with a gut I think you’re gut matures and gets better and better over time and what the struggle that most people have I think is learning to listen to it and figuring out how to access it in some way

for it for me though what I found was that even though I’m an engineer and an analytical person at heart, the most important decisions I’ve made had nothing to do with any of that. They were always based on intuition and the Apple one is a prime example of that

you know I remember actually forming my list of pluses and minuses and I could not get the chart to work out the way I wanted it to because I wanted something to say you know I should go to Apple but it would not. There was nothing financially that would do that, I talked to people I trusted that knew me and they said this is not what you should do

it wasn’t so easy and people said you know you’re just crazy you’re working for the top PC company in the world how could you even think of doing this you’ve lost your mind and yet that voice said go west young man go west and sometimes you just have to go for it.

Discussion

  1. Why did you chose the career you are in? What influenced you?

  2. How did you make this choice? – Has intuition ever played a role in your decision making?

  3. What were the pros and cons that you could see before making your choice (at that time)?

Answers

  1. healthy, vibrant company
  2. engineer and an analytical person
  3. This is not what you should do, you’re just crazy, you’ve lost your mind.

key words and phrases

  1. Back / Way back
  2. Extinction = dead, vanished, disappeared.
  3. “In the eyes of some” = In someone’s view or opinion.
  4. yet / additionally / still
  5. Vibrant = full of energy
  6. Instincts = urge, drive, compulsion, need. / a natural or intuitive way of acting or thinking.
  7. Intuition = ability to understand something instinctively, without the need for conscious reasoning / logical rationale.
  8. Despite / regardless of / no affected by something “he played basketball despite being short
  9. Given / Considering. “Given the amount of tourists that will come to Tokyo in 2020, is the city prepared ?”
  10. Lends itself to =Adapt to, be suitable for.
  11. refined = developed or improved
  12. latter / former – If you are given two choices you can say the former (1st option) or the latter (2nd option)
  13. a gut” = gut instincts. An instinct or intuition; an immediate or basic feeling or reaction.
  14. Struggle / wrestle / fight  = make forceful effort to overcome something
  15. Figure it out” = reach an understanding.
  16. “at heart” / basically, fundamentally, essentially
  17. Prime example = very good example of a particular kind of person or thing. Prime = high value
  18. pluses and minuses/pros and cons
  19. Knew me / know of / know about
  20. Even = slightly
  21. lost your mind
  22. Go west = Famous song by the Village people later covered by Pet Shop Boys. A musical group created to target the Disco Scenes large gay audience. Their name is derived from grenwich village which was also known for its large gay population. A symbolic group of American masculinity and gay-fantasy personas. Camp = Flamboyant, effeminate. / extravagant

Go for it” = attempt to gain, often energetically.

Script

00:15 you’ve talked about your decision to go
00:17 to Apple back in 1998 and how people
00:22 forget that at that point in time
00:28 almost and was certainly in the eyes of
00:31 some and yet and you had just actually
00:35 started a new job at compact which was a
00:40 so you then go to Apple
00:45 and you said you spent about five
00:48 minutes talking to Steve Jobs and your
00:50 intuition told you despite all the
00:53 reasons not to do this that this is
00:56 where I should be so my question is
00:59 given the importance that you lend
01:08 you’re born with or is it something that
01:09 you’ve developed over your career so
01:12 that you’ve kind of refined your
01:13 instincts I think it’s more the latter
01:16 I don’t think that you’re born with a gut I think you’re the gut
01:30 over time and what the struggle that
01:33 most people have I think is learning to
01:39 access it in some way for it for me
01:42 though what I found was that even though
01:47 I’m an engineer and an analytical person
01:54 I’ve made had nothing to do with any of
01:57 that they were always based on
02:00 intuition and the Apple one is a prime
02:02 example of that you know I remember
02:04 actually forming my list of pluses and
02:08 minuses and I could not get the chart to
02:13 work out the way I wanted it to
02:15 because I wanted something to say you
02:18 know this is I should go to Apple but it
02:22 would not there were nothing financially
02:25 would do that I talked to people I
02:29 trusted that knew me and they said this
02:34 is not what you should do it wasn’t so
02:38 easy and in people said you know you’re
02:40 just crazy you’re working for the top PC
02:46 think of doing this you’ve lost your mind
02:49 and yet that voice said go west young
02:54 man go west and sometimes you just have
03:01 to go for it