Tim Cook explains how inspiration drives peak performance at work

In an interview with GQ published in April 2023, Tim Cook, the CEO of Apple, shared his insights on what differentiates outstanding workers from those who perform well but lack deeper motivation. He emphasized that individuals can function at a high level, achieving around 90% of their potential, but to reach 100%, they must be inspired by a sense of purpose beyond mere excellence in their job roles. Cook noted that many top performers seek fulfillment through careers that impact the world or help others, particularly in fields like education or healthcare. This sentiment underlines the importance of finding meaning in work for achieving full professional potential. Cook highlighted his commitment to energizing his team at Apple by reminding them that their contributions positively influence everyday lives. Reflecting on his own journey, Cook mentioned how he was inspired by Apple co-founder Steve Jobs, who instilled a strong sense of purpose and passion in his work. Cook pointed out that Jobs was not only deeply engaged with Apple products but also deeply connected to people, illustrating the need for leaders to remain grounded and relatable to their teams. In addition, Cook draws inspiration from various sources outside of Apple, including sports and influential figures such as Malala Yousafzai. These experiences fuel Cook's belief in the importance of problem-solving and collaboration to improve society. Research from a 2023 publication correlates employees' sense of purpose with higher job satisfaction and likelihood of promotion, suggesting that feeling impactful at work can lead to motivation and career advancement. Accordingly, Cook advocates for fostering a culture where employees recognize and appreciate the significance of their work, ultimately enhancing both individual fulfillment and organizational success.