Tim Cook was brilliant in today's Senate committee hearing. Exuding grace under pressure, his voice was unwavering as he recounted the facts and answered the inquiries of the committee members in Congress. Cook reiterates that Apple pays all the taxes they owe. Cook confidently declared that he is a fair person and Apple is a fair company.

Cook appeared before the Senate sub-committee to refute the accusations against his company. Apple has denied allegations of tax avoidance schemes at the release of the report. A statement released before the meeting said the company does not engage in tax avoidance schemes. Tim Cook also highlighted in his statement that Apple has paid $6 billion worth of taxes in 2012 and created 600,000 jobs in the country. He also came to the defense of the company's subsidiaries which now have 4,000 employees.

Cook has proven to be made of sterner stuff and is destined for greatness. However, he should consider some important points to help him make a stronger impact in history.

Apple insiders and developers know that Tim Cook is a stiff presenter. But people don't seem to mind this. However, what bothers people is the boredom Cook seems to invoke in his presentations. If Cook could just relax and acknowledge he's a lousy presenter, the people would love it. He should learn to make a self-deprecating remark to become a better presenter.

Apple needs to go out there and be bold in its advertising campaigns. Tim Cook will have to lead this change and consider the possibility of reviving the Mac vs PC ads but in a different context. Apple could compare iOS and Android to highlight Apple's advantages over the competitors. The company could also run inspirational ads and how it makes a difference in people's lives in the developing world.

Tim Cook should start making the big announcements himself and not rely on others. Product announcements should come from the leader of the company to generate excitement and demonstrate passion for Apple's new devices. It's time to stop delegating announcements to senior VPs in the company. Steve Jobs is a tough act to follow but Tim Cook should at least try to follow his predecessor's example.

Cook should not be afraid of being disliked. In fact, he should not care at all. Steve Jobs had a vision and did what he can to turn that vision into reality. Many did not like his style or his actions to get what he wants but Jobs got the job done in the end.

In order to maintain his place amongst the world's greatest business leaders, Tim Cook needs to step out of his comfort zone and do ordinary things in an extraordinary way.