The Apple Experience: Secrets to Building Insanely Great Customer Loyalty

CHAPTER 11

Unleash Your Customer’s Inner Genius

I think people who buy Macs are the creative spirits in this world. They are out to change the world, and we make tools for those kinds of people.

—Steve Jobs

If you talk to Apple employees long enough they begin to sound a lot like Robert Redford in The Horse Whisperer. Redford’s character, Tom Booker, speaks in short pearls of wisdom. Here are some quotes from the movie followed by actual remarks I’ve heard from Apple employees.

Tom Booker: I don’t help people with horse problems. I help horses with people problems.

Apple Genius: We don’t fix computers. We repair relationships.

Tom Booker: When I work with a horse, it’s no good just me doing it. The owner’s got to be involved, too.

Apple Specialist: ...