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What is Angela Ahrendts doing at Apple? - Fortune
“She motivates people. She inspires people. And she is the sort of person who wants to see things succeed as a team. It’s a rare quality.” [...] Ahrendts believes the key to the company’s future is not just marvelous products, but also engaging and energizing its nearly 100,000 employees, 60% of whom now work in retail division. “If you’re going to employ people anyway,” she says, “why not make them the differentiator? They’re not a commodity.” Now that there are 459 Apple stores in 15 countries, many people have their first Apple experience inside a store—a first impression that could forever tarnish the brand if it’s not good. “Burberry was about building a relationship,” she says. “But it was always about selling an amazing product that you would have forever. Apple is just a deeper relationship with a much broader constituency. Because it’s everybody.” // apple positioned itself just above everyone else it competes w [having a margin!], but not too far up to be douchy, off-setting
Angela  Ahrendts  Retail  brick  and  mortar  business  Apple  aspirational  product  marketing  user  experience  pure  play  e-commerce  Tim  Cook  user  engagement  customer  experience  UI  UX  CEO  Leadership  people  management  team  management  customer  service  customer  acquisition  customer  user  acquisition  user  churn  communication  Positioning  Value  Proposition  added  creation  emotion  advertisement  advertising  status  anxiety  community  community  management  R&D  STEM  Research  IP  intellectual  property  differentiate  differentiation 
september 2015 by asterisk2a

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