Why Jack Should Be Apple's Next CEO

NEW YORK ( TheStreet) -- At this point, I would settle for Mr. Jack Box as the next CEO of Apple ( AAPL). However, according to sources in Santa Monica, Jack -- of Jack in the Box ( JACK) -- actually leads the creative agency that produces the company's excellent television commercials.

On double take, that might make him the perfect person for the job. He's creative, imaginative and, in his own "adman" sort of way, innovative. In fact, one might argue (not necessarily me or you, but one) that Jack Box is more qualified for Apple's CEO gig than Tim Cook.

Dig Richard Sittig's bio at Secret Weapon Marketing's Web site:

The dude created the freaking Energizer Bunny -- or as the late, great Elliott Smith called it, the Duracell Bunny, as well as Jack Box after Jack Box commercial.

Just as I feel obligated to say something like Obviously, I'm joking, but the point is ..., I stop myself. A creative genius such as Sittig or a "comedian" like Dick Costolo, CEO at Twitter -- now we're talking the flavor of people Steve Jobs should have looked to to fill the void he was preparing to leave at Apple.

For one reason or another, Jobs didn't do this. He went with Tim Cook. He apparently told him something like Don't ask what I would do, just do what's right.

And now, Amazon's About to Pass Apple.

This whole story -- Jobs picks Cook and tells him not to query WWSD -- there's something about it that never passed muster with me. In other words, I don't believe it went down that way. There must be more to it.

The most extreme cynics argue Steve Jobs sabotaged Apple. You know, he had an ego so large he put in place a person he knew couldn't compare. While I don't believe this borderline conspiracy theory, I reckon there must be something else at play.

Tim Cook is good at estimating the number of on/off switches to order from a factory in China. He's an MBA guy who could make all of us look a fool in discussions about "supply chain management." There's a place for people like him within Apple. Obviously, Jobs knew this. He surrounded himself with the proper number of businessmen to take care of the "back cover" stuff.

Jobs, however, was a "front cover" guy. He made time for other people like himself. Fellow entrepreneurs. This is all well-chronicled in the two now-seminal texts on Jobs and Apple: Walter Isaacson's Steve Jobs and Adam Lashinsky's Inside Apple. There were people Jobs had respect for and people he had respect for.

Sure, he had respect for Cook, but did he really have respect for Cook. Sort of like this bit of Seinfeld gold: Why would Jerry bring anything?

You get the point. Other than acting as something less than a lieutenant -- let's call him an implementer, something between an 'A' and 'B' player, if you will -- Cook absolutely was never in Jobs's league. Jobs had to know this. So why pick the guy to run Apple? It just doesn't add up.

As such, when you consider what's needed to follow in the footsteps of iPod, iPhone and iPad, it's abundantly clear it's not Tim Cook. That doesn't mean he's worthless, it just means he should not have been named Apple CEO. In other words, Steve Jobs should have typecast Tim Cook as a role player. For some reason he did not. That surprises me. It helps explain why Apple is having such a tough go of it.

That brings us back to Jack. Not Mr. Box, but Dorsey. The 36-year old Founder and CEO of Square -- you know the mobile payments company that's changing the world -- and Founder of Twitter, the company that disrupted, disrupts and will continue to disrupt.

Critics of my Fire Cook, Hire Dorsey campaign say Dorsey is too young. Or that he's a software guy. Or that he doesn't know anything about hardware. Or that he's too good-looking (I can't argue with that one). But they miss the point.

He's a visionary. And you cannot pigeonhole true visionaries. That word knows no boundaries. You can speak Jack Dorsey's name in the same breath as Steve Jobs's and absolutely get away with it. In fact, if you don't utter Dorsey and Jobs in the same breath, you -- to put it mildly -- don't know what the hell you're talking about.

While Apple doesn't necessarily require a carbon copy of Steve Jobs, it needs somebody like him. Not the type of cat who berates girl scouts over sugary cookies or undresses people in front of their peers in team meetings, but a visionary leader who doesn't think in terms of supply chains, hardware, software, buyback, dividends and all of the ordinary things Cook appears most comfortable with. The type of stuff that ultimately sends great companies on the path to mediocrity.

-- Written by Rocco Pendola in Santa Monica, Calif.
Rocco Pendola is TheStreet's Director of Social Media. Pendola's daily contributions to TheStreet frequently appear on CNBC and at various top online properties, such as Forbes.

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