Cook described the work culture at Apple — brilliant, intuitive thinkers creating the most elegant products in the world. But intuition alone, he insisted, was never enough. They never took shortcuts. They attended to every detail. They followed curiosity even when the journey was longer. And critically, they took risks knowing that failure was always possible. Cook connected this to the Auburn Creed — 'I believe in work, hard work' — and argued that those who tried to achieve success without hard work ultimately deceived themselves, or worse, deceived others.