It wouldn’t be a Comm 101 blog without a post about Apple, right?
On Thursday, October 30th, Tim Cook, CEO of Apple, made the mature, privacy-sacrificing decision of coming out.
He’s gay.
Cook published an eloquent and professional article to Bloomberg Businessweek to officially confirm the rumours about his sexual preference. In his article, he explains what led him to come out– a daunting task to most people in his shoes.
He states that, “Being gay has given [him] a deeper understanding of what it means to be in the minority and provided a window into the challenges that people in other minority groups deal with every day. It’s made [him] more empathetic, which has led to a richer life. It’s been tough and uncomfortable at times, but it has given [him] the confidence to be [himself], to follow [his] own path, and to rise above adversity and bigotry. It’s also given [him] the skin of a rhinoceros, which comes in handy when [one’s] the CEO of Apple.”
One trait I feel is necessary in business (in any field actually) is the ability to emphasize with others. To understand others. In business, one needs to know and understand their consumers. From that, they can develop certain value propositions to attract and maintain their consumers. (The ability to emphasize also allows one to fight the belief that all business people are cold, calculating and only care about the money.) I feel, that it is from experiences with differences and adversary that one gains the ability to emphasize (that and literature). From his experience with being gay, a minority in a mainly heterosexual world, Cook learned to emphasize with others which is beautiful.
While many businesses support gay rights (examples such as Oreo and Smirnoff), there are other business (typically associated with a theological within their business model) that are against these rights.
Using the United States as an example, as there is a larger divide on the topic of LGTBQ(etc.) rights, how does the stance on homosexuality affect business? Does it matter (it shouldn’t)?
While Cook may have been concerned that him coming out would have a negative impact on Apple (meanwhile in Russia where a Steve Jobs– Apple’s late founder– memorial was torn down), I know that he 1) knows Apple’s customer base 2) trusts in Apple’s brand that the supreme quality of the product would outweigh any negative impact from his coming out and 3) if someone is too bigoted to not buy an Apple product because he is who he is, then that business from that customer is not worth it.
Representation of any sort is always welcome– whether it’s the gay CEO of one of the world’s most successful brands or it’s Sauder grads who combined both their love of business and arts (Jenny and Tom). I’m exceedingly impressed by Cook’s decision.
And, actually, how does a business’ stance on any current issue affect it? There are two equally understandable, yet opposing answers: Yes, it does affect it– if two business have the same or similar products, then consumers may choose based on which business they share values with. No, it does not affect it– people should being going after the business for the product and not the values of the people in charge.
What’s your opinion? Would you choose one business over another because the leaders valued one thing over another? (An example coming to mind is Toms and their One for One policy.)