Page 170 - The Apple Experience

see former teachers at Apple. But Apple also hires people as diverse as their
customer base—young and old, quirky and straitlaced, every personality is

represented. Apple celebrates diversity. Also remember the culture is created

by design, not by default. Creatives understand that everyone has an inner

genius that is desperate to reveal itself. Their job is to help you discover it.

One tactic Creatives use to help you find your inner genius is to

encourage you to touch the computer. They point to items on the computer

(always with two fingers, which is less threatening) and ask the customer to
actually do the task. They will not grab the computer from the customer and

do something themselves unless they ask permission first with phrases such

as “May I touch the computer?” Creatives are trained to let the customer

control the experience because it builds the customers’ confidence and makes

them more comfortable with the notion that they can accomplish a task they

didn’t know how to do when they walked into the session. The experience is

fun, enjoyable, and empowering—an effective combination to win customers
for life.

I used to think Disneyland should run the world. Now I think it’s Apple! —
Carolyn D.

The Apple of Food Stores

For an Italian like myself, New York City’s Eataly is food heaven. Thousands

of customers have discovered this haven to every Italian food imaginable.

There are fourteen Eataly partnerships around the world, including seven in

Japan. The location in New York City, partly owned by celebrity chef Mario

Batali, is enormous. It has seven restaurants with capacity for 300 diners. If

you’re looking for any kind of Italian food, Eataly has it: pastas, wines, olive