CHAPTER 7

Empower Your Employees

Intrinsic motivation is conducive to creativity.

—Daniel H. Pink

An Apple customer in Cardiff, Wales, Anna, once posted this Tweet to her three hundred friends: “Blown away by Apple customer service. Brand-new replacement iPad despite no insurance and the cracked screen being entirely my fault.” Anna’s experience is not unique. It happens quite often. It’s not secret inside information. Anyone who monitors Twitter can see it.

On the same day that Anna posted her experience, “Rob” tweeted, “My mom dropped her iPhone in water, fried the hardware, and the Apple Store gave her a brand new one on the spot.” When a customer buys an iPhone at the Apple Store, the device comes with a limited one-year warranty. It covers ...

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