Apple CEO and seemingly the nicest guy in the universe, Tim Cook, did an interview over at Fast Company. There are the usual nuggets: Apple Watch, Apple v. Microsoft, cracks in the Apple armor. But it was a bit in the second paragraph that lit my brain up today. He talks about how Steve Jobs never accepted the “limited life” that most people seem to live, thinking that they can’t influence or change things much. Cook said that Jobs

got each of us [his top executives] to reject that philosophy. If you can do that, then you can change things. If you embrace that the things that you can do are limitless, you can put your ding in the universe. You can change the world.

If you can embrace that the things that you can do are limitless…That clause can be taken two ways:

  1. That there is no limit to the number or amount of things that you can do;
  2. That there is no limit to each of the things that you do.

Even more importantly, Cook states that clause as though it’s a fact rather than a supposition. The only conditional aspect of that statement is if you embrace.

Think about three things that you do. Things that you make. Anything at all that isn’t on the level of binge-watching or hanging out on Tumblr. Say maybe you knit or maybe you speak three languages or maybe you cook really well. Now, accept that those three things are limitless. Not that they can be but that they are.

What sized ding might you put in the universe? How might you change it?


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