Apple CEO Tim Cook says he isn't afraid of criticism. Here's how he's learned to handle negative feedback.
To an extent, it's part of the job: When you run one of the world's biggest companies, you're bound to make decisions some people find unpopular. And much like when you have a boss whose feedback comes in prickly forms, Cook needed to find a way to deal with the criticisms, he said.
Of course, that's easier said than done. Even when criticism is delivered kindly — and on the internet, it rarely is — it can threaten the crucial human psychological needs of safety and self-worth, bestselling author and social scientist Joseph Grenny wrote in a 2019Tackling criticism in a resilient way requires "detaching yourself from what is being said," so you can "bypass" any feelings of inadequacy and defensiveness, Grenny wrote.
Since becoming Apple's CEO, Cook has overseen the release of Apple products like Airpods and Apple Watches, and updated versions of existing products, like the first iPhones without home buttons. Each was initially met with with skepticism, he said.
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