On this week’s Apple ana­lyst call dis­cussing quar­terly earn­ings, many1 times when Tim Cook men­tioned one of the com­pa­nies they work with, he said some­thing like “We love to work with those guys…” and then went on to make his point.

I thought it was refreshing.

Remem­ber, we man­i­fest our expe­ri­ence with the words we choose.

Ice cream.

  1. I read a par­tial tran­script, so I don’t know if he did it every time [↩]