Dear Tim…

Sometimes people write to Apple CEO Tim Cook.

Most don’t get a response.

But they do get passed around the company, and sometimes they inspire real action inside. In particular, they’ve helped guide the company deeper into the health care field… More here.

Remember when my wife’s Apple Watch broke following the smallest of drops? I sent a letter, a real one, and also an email to the top people. A few days later I was called by a lady who after a long conversation agreed to replace the watch for free. The entire process was seamless and she checked in throughout to ensure everything was progressing as it should. It really does pay sometimes to make an effort.

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