This reminds me of Ben Horowitz's article, Ones and Twos: http://www.bhorowitz.com/ones_and_twos http://www.bhorowitz.com/ones_and_twos I have to say that it

This reminds me of Ben Horowitz's article, Ones and Twos: http://www.bhorowitz.com/ones_and_twos http://www.bhorowitz.com/ones_and_twos I have to say that it seems darn hard to be a One. Not that it's easy to be a Two, but Ones have this mystical aspect about them that seem to ascribe their traits and success to something almost like genetics/luck/natural talent that hard work can never touch. As creative as I think I am, I know that I lack the vision for being a really top-tier One. I'm good at analyzing problems, finding solutions for them, streamlining stuff, etc. So you could say that I'm a Two. And yet, here I am running a bad startup (and maybe it's because I don't seem to be a One that it's not going amazing? :D). That being said, I'm really impressed with what Tim Cook is doing so far. Wooing and hiring the Burberry CEO seemed like a total upgrade on trying to get back the guy they lost to JC Penney (who later was fired anyway) to run their retail operations. All the medical-oriented rumors about the iWatch make me think that Apple hasn't yet lost its touch for making something mindblowing; it will be really interesting to see if they truly are introducing a totally new product category yet again. And the fact that Tim Cook can get all fiery during a public shareholder meeting to defend what many people will agree is the right thing to do demands respect. Tim Cook may be a Two, rather than a One. But so far, I would not yet count Apple out just because he's a Two. I get the impression so far that he really can keep it together. I'm not making a prediction here, I'm just saying that I wouldn't count him out. So far, he has not done anything significantly bad enough to make me think he's the wrong guy for the job. In fact, I think he has done some good things. And let's face it. I don't think even Steve Jobs would have been good enough to consistently introduce new product categories for the rest of his life, were he still here. That kind of track record is really tough to match for a single person. I may be wrong, but I think you need to ingrain that way of life into an entire organization for there to be any chance of continually doing it. And hopefully, that's what Tim Cook inherited.