24/03/26
Apple and Cartier
The company’s values do not just come out of a hat : illustration.
If the company’s values are obviously part of its identity, they are deduced from this identity.
While Apple considers innovation one of its core values, it’s not by choice but by necessity. Apple’s business model is based on a closed ecosystem. This has its advantages in terms of customer loyalty, but also the disadvantage of having to keep each product or service within its ecosystem competitive. And to remain competitive, the company is compelled to innovate continuously. This is not something that is common to every company. At Apple, innovation is vital in sectors that are constantly and rapidly evolving. It’s likely that every employee is aware of this and that management fosters innovation at all levels.
Conversely, excellence as a core value at Cartier is a deliberate choice. It reflects the competitive positioning of its founder and the noblest and most ambitious way to differentiate itself, to rise above the competition, to stand out and play its own unique role. This implies a long-term perspective and a commitment to the timelessness of creations destined for acclaim. It requires letting go of fleeting trends, allowing superficial appearances to settle, and capturing only the vibrant spirit of an era to immortalize it with artistry. At Cartier, even more than excellence, mastering the brand’s identity is vital for its continued existence. It is likely that every employee is aware of this and that management cultivates this identity at every level.
In practical terms, the values are consistent with no fewer than five other components of the company’s identity, and every employee experiences them daily. So no, values do not have to be pulled out of a hat.
