Apple CEO Tim Cook explains where his ethical compass comes from and what it means to be an ethical leader. Cook spoke at his class reunion at Duke University's Fuqua School of Business. (www.fuqua.duke.edu)

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APPLE CEO AND FUQUA ALUMN TIM COOK TALKS ABOUT LEADERSHIP POSITIONS AT DUKE

Tim Cook spoke to students and alumni as he returned for his 25th class reunion

"Explore everything. Expand the boundaries of your mind. Just get on that kind of roller coaster of continuous learning and see what happens."

That was one of the pieces of advice Apple CEO Tim Cook gave to students at Duke University's Fuqua School of Business on April 26. Back on campus for its 25th anniversary, Cook participated in an hour-long dialogue with Fuqua Dean Bill Boulding and the students in a packed Geneen Auditorium buzzing with excitement to hear from the head of the world's most profitable company.

The Apple CEO has embarked on a career that was very different from what he imagined after graduating from Fuqua's Evening Executive MBA program in 1988. //"For me, the journey was not at all predictable. You have to find your own North Star and stick with it."

As 450 Daytime MBA students prepared to graduate, Cook advised students to heed the wise words of Abraham Lincoln: “I will prepare, and someday my chance will come.”

Cook revealed the three keys to his leadership role at Apple: people, strategy and execution. //"If you get those three right, the world is a great place." //

Students gained a unique insight into Cook's motivation, inspiration and leadership examples. Cook, who grew up in the South and witnessed racial injustice, described his admiration for the courage of Robert Kennedy and Martin Luther King Junior, who risked their lives to fight for what they believed in. There are only three photos hanging in his office: two of Kennedy and one of King.

Cook was asked when to follow the strict principles of economic theory and when to break the rules. His answer emphasized the importance of taking risks and learning from mistakes. "You should rarely follow the rules. What Fuqua teaches you so well is how to learn and how to collaborate. Write your own rules."

That message resonated with first-year MBA student Shelby Hall. "I know this is consistent with Steve Jobs' belief that Apple makes products that consumers didn't even know existed," she said. "It was interesting to hear Tim Cook's perspective on how we can balance making our own rules with applying the fundamentals of business taught here at Fuqua."

Cook also shared some of his memories of Fuqua. "The people made it an incredible experience. It was great for me to see smart people approaching solutions in different ways."

First-year MBA student Juan Danzilo says Cook's willingness to share his experiences shows a deep commitment to Fuqua. "Tim Cook's presence reflects Fuqua's sense of community. His humility and eloquence are admirable. It was certainly a once-in-a-lifetime opportunity for MBA students to hear from such an inspiring leader."

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