Contents

Acknowledgments

Introduction: Enriching Lives

PART I
INSPIRING YOUR INTERNAL CUSTOMER

2 Hire for Smiles

3 Cultivate Fearless Employees

5 Foster a Feedback Loop

6 Develop Multitaskers

7 Empower Your Employees

PART II
SERVING YOUR EXTERNAL CUSTOMER

8 Follow Apple’s Five Steps of Service

9 Reset Your Customer’s Internal Clock

10 Sell the Benefit

11 Unleash Your Customer’s Inner Genius

12 Create Wow Moments

13 Rehearse the Script

14 Deliver a Consistent Experience

PART III
SETTING THE STAGE

15 Eliminate the Clutter

16 Pay Attention to Design Details

17 Design Multisensory Experiences

Conclusion: The Soul of Apple