Tim Cook Rewrites the Question

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  • May 30, 2012
  • Kari Hernandez

Apple CEO Tim Cook spoke today at the D Conference in Ranchos Palos Verdes, Calif. (see live blog here, courtesy of Jason Snell of Macworld.com). I read a report from that interview by TheNextWeb’s Matthew Panzarino that focused on Tim’s comments around the company’s social strategy.

“Apple doesn’t have to own a social network, if that’s the heart of your question. But does Apple need to be social? Yes. But the ways that we express that today are integrating Twitter into iOS, and you’ll see us integrate Twitter into Mac OS with Mountain Lion. Some people think of iMessage as social.

What I found interesting as a PR person and someone who strangely enjoys media training (I know, Blair, there’s no explaining it), was not so much the statement but that his answer originated from this question: What happened to Ping? How many spokespeople would get hung up making excuses for a less than successful project or avoid the topic entirely? This is a great example of rewriting the question, a technique we work on with our clients in interview training. This does not mean avoid the question (Tim did answer that too, he said the customers had voted and they weren’t putting a lot of energy into Ping moving forward) but rather to have the ability as a spokesperson to read into the essence of a question and address the bigger, underlying issue – that’s tough to do on the fly and when you’re under the gun in an interview but such a valuable skill.

Of course the D Conference is the best of the best and I’m not surprised that Tim Cook would give a good interview. If you’re interested in more coverage of the event, check it out here. All Things D does an amazing job with these events, including sharing the content with the rest of us. I was fortunate enough to attend Dive into Mobile a few years ago and would love to make it live to another in the future.

Other good stuff in here