The Soul of Apple

Just make it great.

—Steve Jobs

The Apple Retail Store does not sell products. It enriches lives and, by doing so, has become the most profitable retailer on the planet. Apple’s customer service scores are the envy of the industry because its employees (Specialists, Creatives, Experts, and Geniuses) strive to make customer experiences memorable and magical. Jobs once told former Apple CEO John Sculley that it’s better to be a pirate than to join the navy. In other words, break away from convention and what’s ordinary. The ordinary is to sell products. The vision behind the Apple Store is to enrich lives. That’s extraordinary.

While I was researching this book, people close to me would ask, “Who are you writing this ...

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