Page 165 - The Apple Experience

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: It’s not good enough for me to solve the
problem. I want to empower you to find a solution.