bruce ketchum

bdkennedy said:

Tim Cook is the only person I know that can say paragraph after paragraph of words that give you very little information. It's a waste of my time reading it. "We have some great products in the pipeline." -- every year

I have to agree. The challenge: How do you share information - get people excited - without reducing your competitiveness. Tricky and risky marketing tactic.

I think of Apple's event invitations. The graphics and enigmatic message always get people guessing and excited. But the invitations never give anything away. Tim Cook might do well to message more excitement and mystery in his interviews.