回顾苹果公司 2011 年 CEO 交接，当时苹果联合创始人乔布斯（Steve Jobs）给库克的忠告是“不要问我会怎么做，只做正确的事。”（Don’t ask what I would do. Just do the right thing.）库克坦言，这条建议卸下了他的巨大重担，并在他掌舵苹果的 15 年间发挥了关键作用。
如今轮到库克传授经验，他给特努斯的核心忠告是“永远不要忘记公司的北极星”（Never forget the North Star for the company），IT之家注：这里的北极星指代苹果用户。
库克告诉特努斯，新任 CEO 面临的最重要决策之一是如何分配时间。库克建议特努斯不要耗费精力纠结于细枝末节，应把时间投入到对公司和用户最有益的领域。
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