Apple CEO Tim Cook explains his decision to join the company in 1998, when it was still struggling. He used a specific question, "Who will I be when I make this decision?" which has been endorsed by philosophers, behavioral scientists, and Hollywood stars, to guide his decision-making. Despite the challenges, Cook was able to make the decision and maintain his promising career at established firms like IBM and Compaq. He believes that the future of the company is unpredictable, even as efforts are made to shape it.