Page 174 - The Apple Experience

 “I know I make a difference working at Apple. I get to make a difference in

people’s lives. I get to enrich lives and to teach people. It’s a really good
feeling.”—Logan, Specialist

 “Not only do I care about customers in and outside of the store. They also

care about us. I don’t see that anywhere else.”—John, Specialist
3

Yes, they do sound like Tom Booker. But that’s the point. Apple Store

employees are profoundly moved by their role, and they are especially

touched when they inspire and elevate the customers’ spirits.

The Lego Experience

Recall from Chapter 8 the trip to the local mall where my daughters and I

visited the LEGO Store right next to the Apple Store. We were greeted

upon entering by a friendly employee, “John,” who was greeting each and

every visitor. When I asked John why he was doing it, he said, “That’s my

job—to greet everyone with a warm welcome.” Someone has been taking lessons
from the Apple Store, I thought to myself. The world’s children spend 5 billion

hours a year playing with LEGO construction bricks. My daughters, who

had never played with LEGOs before this visit, spent one of those hours

having the time of their lives in the store. The large glass windows and

interactive models inside the store (as well as the greeter) attracted us into the

store, but it was the experience that kept my kids there.

The LEGO Store is designed to encourage play and to facilitate the
spontaneous joy of creation. Upon entering—and being greeted by John—my

kids rushed to what LEGO calls “the living room,” an interactive play area

positioned in the center of the store designed for hands-on play. Their

behavior was exactly what they had done a few minutes earlier when they