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The Innovation Secrets of Steve Jobs: Insanely Different Principles for Breakthrough Success by Carmine Gallo

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CHAPTER 13Think Differently About Your Brand Experience

If you just think about what makes customers and employees happy, in today’s world that ends up being good for business.

—TONY HSIEH, FOUNDER, ZAPPOS.COM

Robert Stephens started a billion-dollar enterprise with an initial investment of $200, a bicycle, and a dream to create an innovative customer experience. While attending college, Stephens rode his bike to people’s houses to fix their computer problems. Stephens always saw himself as a brand. He had a call center (a cell phone) and a supply chain (a mountain bike). When it came time to expand his empire in 1994, Stephens had no money for advertising, so he “stole” ideas from customer service experts. Drivers for United Parcel Service ...

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