Other U.S. CEOs are planning to copy Tim Cook's Trump strategy to lobby the incoming administration, a new report says.
Cook has developed the world's easiest approach to engaging with Trump, the report says, and says the strategy has paid off for Apple …
An Awkward History
Cook and Trump have often disagreed. For example, during Apple's standoff with the FBI over the San Bernardino shooter, Trump urged people to boycott the iPhone maker. Cook also sent an all-employee memo in 2017 stating that the company opposed Trump's immigration policies and would do everything it could to help affected employees.
Some criticized Cook for meeting with Trump and allowing the then-president to take credit for “opening” a Mac Pro plant that had actually been open for six years. Cook also chose not to comment on Trump's unsubstantiated claim that Apple would open three more factories in the U.S.
Tim Cook's Trump Strategy
Cook responded to the criticism by saying it was better to engage.
When asked why he thought it was important to meet with President-elect Trump, Cook explained that he believed it was more important to engage than to sit on the sidelines. Even if you disagree with someone.
Moreover, Cook explained that it was important to engage with governments around the world, including the United States, the European Union, China, and South America. “You don’t change things by shouting,” Cook wrote. “You change things by showing everyone why your way is best.”
The Wall Street Journal reports that Cook’s strategy in dealing with Trump was to talk to and meet him in person, and to make things as easy as possible for the then-president.
Instead of sending government relations executives or lobbyists, Cook reached out to Trump directly through phone calls and lunches, people familiar with the interactions said.
Cook then developed a strategy for meetings with Trump in which he would bring up one data point on one issue per meeting, the people said.
It was this approach that led to technology imports being largely exempted from tariffs on imported products made in China. More recently, Cook also reportedly spoke with Trump about the antitrust issues the company faces before congratulating him on his election victory.
Replicating Cook's Approach May Not Be Easy
The WSJ reports that other CEOs are likely to try to follow Cook's lead, but while the strategy is simple, it may not be easy to execute.
Executives across the corporate landscape are working to curry favor with the new administration. Many are hoping to follow Cook's playbook, [but that] will likely prove challenging. Few companies have as recognizable a name as Apple and Cook. Some lobbyists and corporate consultants have already discovered that unless Trump has a strong relationship with the boss, it's hard to fit into his schedule right now.
Photo: White House/Public Domain
