From pitching new ideas to launching new products, this attribute means understanding the subtleties of good timing. It’s knowing when to hold back and when to engage, how to push without rushing, and when to stop.

This attribute begins with the recognition that we do things differently at Apple. As a result, the best solution isn’t always the one that seems easiest or most direct. Taking on challenges successfully here requires a willingness to adapt and modify your approach, without compromising on the outcome.

This attribute is about resisting the gravitational pull of mediocrity. It means digging deep — and inspiring others — to strive to get it right, every time. It also requires being honest with ourselves when something isn’t excellent, and learning from the experience.

This attribute means making tough decisions and standing behind them. It includes buy-in, negotiation, pushback, push-through — and sometimes pulling the plug on a project in which considerable time and energy has been invested.

This attribute is about recognizing that we all depend on each other. It means going out of your way to help someone else succeed without worrying about what’s in it for you.

When an approach to something feels too complicated to be right, it probably is. Solving problems requires both stripping out what is not essential and identifying what is. This attribute takes concentrated attention and a persistent need to get to the heart of the matter.

Doing what’s right for Apple means not settling for common approaches and best practices. This attribute is about seeking a new path forward and charting that new course.

Apple doesn’t cut corners,
in products or in business. This attribute means driving quality, honesty, and accountability in all that we do, and actively modeling high standards in matters great and small.

This attribute is not just about selecting the right tasks on which to focus from among the multiple things competing for your attention. It’s about ensuring that others similarly zero in on what’s critical and let go of what isn’t.

This attribute comes from delivering on your expertise, doing what you say you’ll do, and quickly acknowledging mistakes. It’s letting others grow through their own experiences and providing honest, productive feedback along the way.

For almost any decision,
there are many relevant considerations, but it’s likely that only a few are truly important enough to guide the way forward. This attribute
is about distilling big decisions down to their determinative factors. It involves a hard look at the data and a healthy dose of intuition.

Accepting everything at face value is a recipe for mediocrity. This attribute means continually asking why and why not. It’s about being inquisitive in pursuit of excellence, and never feeling like you’ve figured it all out.

There’s no cheat sheet for Apple’s culture. This attribute means taking the time to think about who we are by examining what we do. It also means grappling with and working through the inevitable conflicts in our culture.

This attribute is the first step in a healthy debate. Understanding a wide variety of others’ perspectives allows you to investigate them productively. But once a decision is made, whether or not it was yours, sticking to it is what moves us forward.

Getting things done at Apple requires this attribute because the involvement of others is necessary to get something done. But it also requires communicating with those around you— understanding what they care about to effectively engage them in what you are trying to accomplish.

Focusing exclusively on current problems and opportunities means missing even bigger problems and opportunities ahead. This attribute
is looking beyond daily demands and identifying trajectories — from the technological to the organizational to the political — that will be critical in the future.

At Apple we focus on getting the big ideas right, but our love is in the details. Our customers’ experiences consist of many moments of actual or potential interaction with our products and services. Each of these is an opportunity to surprise and delight through this attribute.

This attribute involves experiencing our products and services as our customers do. It enables us not just to meet our customers’ expectations, but to exceed them.

Things at Apple aren’t always clear. This attribute means finding the right path despite haziness or uncertainty. It’s also about blazing that path, rather than waiting on others or deferring responsibility.

We all have something to learn. This attribute is about recognizing our shortcomings and supplementing them with the talents of others. It means caring deeply enough about the end result to involve the right experts for the best outcome.

Janelle is a manager and needs to give some coaching to an advisor who made a mistake. Janelle notices the advisor has been crying and decides to first talk to the advisor to see what's wrong before proceeding with the coaching. The advisor is thankful that the manager showed care in the advisor and received the feedback well knowing it came from a place of trust.

Brad is a new advisor at Apple and is not very technical but loves to learn. He becomes extremely invested in the ins-and-outs of the account recovery process so that he can help explain and preposition better for his customer. He is always interested in learning more about other procedures once he masters one.

Diane documents interactions honestly and appropriately for each call. She includes what she told customers and how they responded as well as detailed notes on the troubleshooting. To go a step further, she attaches the articles and resources she is referencing for her case.

Frank is a T2 and gets a call where a customer does not accept the provided resolution. Frank documents why the customer's device is not eligible for service under the limited warranty because the damage to the device was accidental. The customer demands a replacement device but Frank sticks to his provided resolution and offered the out-of-warranty screen repair pricing. Frank takes ownership of the case and emails the customer accordingly.

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