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http://www.businessweek.com/magazine/content/01_21/b3733059.htm (accessed

December 31, 2011).
4. Ibid.

5. Ibid.

6. A. K. Pradeep, The Buying Brain: Secrets for Selling to the Subconscious Mind (NY: John
Wiley & Sons, Inc., 2010), 58.

7. Ibid, 178.
8. Steve Kaufman, “Happy Birthday, Apple Stores,” VMSD, July 1, 2011,

http://vmsd.com/content/happy-birthday-apple-stores (accessed December 31, 2011).
9. Gary Allen, blogger, www.ifoAppleStore.com, in discussion with the author, October

11, 2011.

10. Carmine Gallo, “Copying Kinko’s Success,” Bloomberg Businessweek, July 11, 2008,
http://www.businessweek.com/smallbiz/content/jul2008/sb20080711_375397.htm

(accessed December 31, 2011).
11. Vanessa Gallo, “Bad Breath, Dirty Toilets, and Other Ways to Piss Away Your

Customers,” Customer Service Stinks, Gallo Communications, June 21, 2009,
http://gallocommunications.com/2009/06/21/bad-breath-dirty-toilets-and-other-

ways-to-piss-away-your-customers/ (accessed December 31, 2011).

Chapter 16: Pay Attention to Design Details

1. Walter Isaacson, Steve Jobs (NY: Simon & Schuster, 2011), 78.
2. Ibid., 129.

3. Ibid, 134.
4. Ibid, 133.

5. Ibid, 126.

6. Steve Jobs for Fortune, “Apple’s One-Dollar-a-Year Man,” Fortune, January 24, 2000,
CNNMoney.com,

http://money.cnn.com/magazines/fortune/fortune_archive/2000/01/24/272277/
(accessed December 31, 2011).