Page 61 - The Apple Experience

confirms that Jobs allowed, even encouraged, people to challenge him.
Although employees could challenge Jobs, he demanded clarity from the

conversation. Obfuscation was a direct path to getting fired or getting your

head bitten off. If a fearless Apple store employee believes it’s in the best

interest of the company and its long-term relationship with a customer to

replace a broken device that is past the warranty period, the employee might

win the argument. But he had better have a good reason he can articulate

simply and clearly to his manager.
Straight talk also applies to the interaction between employee and

customer. If a customer wants to save $200 by purchasing a computer with

less power, but the Apple salesperson knows—after asking probing

questions—that the customer will regret the decision, the salesperson must

speak clearly and bluntly. For example, a straight-talking salesperson might

say something like, “I’m not on commission, and I’ll sell you that machine if

it’s what you want. But I’m letting you know, based on what you’ve told me,
that you’ll be back here to buy a new computer in two years. But if you spend

$200 more today, you’ll have no problem for the next five years.”

Demonstrate Respect

A respectful manager genuinely cares about her employees and her

customers. She respects the dignity of everyone on the team. Steve Jobs

surrounded himself with a small group of A-players. But in a retail

environment with 35,000 employees, the reality is that some B-players will

also be on the sales floor. Managers must show kindness and respect to
everyone on the team, even a player who is not living up to his potential.

Employees have a way of raising their game when they are given praise and

positive feedback and are treated with dignity.