Apple sets expectations

I am always thinking about making expectations super clear for people – so they know where they stand and what they need to deliver. That creates a kind of safety, where people can thrive. Too much uncertainty and ambiguity and things can go wrong.

Well, Apple is a great case in point. On someones first day at the company they tell them “People dont come here to play it safe. They come to swim in the deep end.”

That is a very clear message – delivered with certainty: try new things, explore, take risks, dont keep things the way they always have been. Knowing that, new hires can work fully in sync with the needed direction.