Ryanair's Michael O'Leary vs Apple's Tim Cook

What we can learn from two different leaders

Former Apple CEO Tim Cook and Michael O’Leary who runs European low-cost airline Ryanair have very different communication styles. Both effective. Both true to their personalities. Both helping to advance the goals of their organizations.

Here’s a look at how they compare, and some key lessons for leaders:

Ryanair’s Michael O’Leary – Deliberately Provocative

Michael O’Leary, CEO of Ryanair, deliberately uses provocation as a defining characteristic of his communication style. Blunt language, confrontation, humour, and memorable clips are all used to generate attention and keep his airline in the headlines.

From proposing fees to use washrooms on airplanes, to calling passengers “stupid” for forgetting to print their boarding passes, O’Leary has earned a reputation as brash, outspoken and controversial.

His messages are unapologetic and so is his delivery. Low costs, low fares, efficiency and a disdain for unnecessary regulation are the key points he consistently makes, and they reinforce the strategy and culture of the company he runs.

A few takeaways from Michael O’Leary’s style:

• Highly quotable and media savvy – He gets to his point quickly and makes it very easy to clip. He knows what’s going to grab people’s attention.
• Key message discipline – O’Leary knows his position, and he’s not afraid to state it. He’ll also lead an interview in the direction he wants it to go.
• Authentic personality – What you see is what you get.
• Not afraid of conflict – He doesn’t shy away from confrontation with regulators, politicians, or even passengers.

O’Leary’s style isn’t for everybody, and most people wouldn’t be comfortable taking his approach. The lesson that can be learned from him is there is tremendous benefit when an organization’s values and strategy are totally aligned with its communications approach while being delivered by an leader who is genuine and deeply believes in what the company is doing.

Apple’s Tim Cook – Composed and Credible

While Michael O’Leary gets attention by creating friction, Tim Cook advances his goals by reducing it.

Cook wrapped up his tenure as Apple CEO on August 31^st , and even early in his term as CEO his communication style was noted for being calm, controlled and disciplined, as noted in this Forbes article from 2013.

A few takeaways from Tim Cook’s style:



• Be calm under pressure – A controlled pace and ability to pause give a sense of confidence and control.
• Use respect as a strategic tool – In tough spots, Cook avoids getting defensive or combative. He lowers the temperature by showing respect for the question and person asking it.
• Reframing the question – Cook is not afraid to acknowledge or disagree with a tough question and then reframe it from his perspective.
• Clear language and context – An ability to put things simply and avoid jargon.

Tim Cook is a composed and credible leader – not a theatrical one. His communication style fits his personality, advanced the goals of his organization, and is likely a more transferable style for leaders who aren’t as comfortable with the flamboyant style of Ryanair’s Michael O’Leary.

The Takeaway

The takeaway from comparing the success of both of these executives is that it’s important for leaders to develop their own authentic communication style which aligns with the organization’s values and strategy – and to build their comfort and confidence in delivering it.