The Big Moo: Stop Trying to Be Perfect and Start Being Remarkable by The Group of 33

Author:The Group of 33
Language: eng
Format: mobi, pdf
Publisher: Penguin Publishing Group
Published: 2005-10-19T14:00:00+00:00

Instead, Johnson’s remarkable project has changed everything for Apple. More than a million people a week visit one of Apple’s retail stores, and the vast majority of them don’t yet own a Mac or an iPod. Instead of focusing only on barraging wary strangers with expensive advertising, Apple creates the chance for an intimate, powerful conversation. The stores are not just profitable, they are extraordinarily effective ambassadors, dramatically increasing Apple’s share of the portable-music market while they shore up their computer business.

And what of the geniuses at the Genius Bar? David Isom works at one of the stores. He passed up going to law school for a stint giving free advice. One day, a shopper, apparently misunderstanding the GENIUS sign, stopped by to pitch David a plan for a solar-powered subway system. No, the geniuses don’t know anything about subways. But Ron Johnson understands that extremism in the name of retail success is genius indeed.

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