Q: Why Apple has been able to create one of the most innovative environments – in any industry – ever.
Principle #6: Create Insanely Great Experiences
People don’t want to just buy personal computers anymore. They want to know what they can do with them, and we’re going to show people exactly that. – Steve Jobs.
Apple entered the retail business out of necessity. Up till 2000, it was dependent on giant electronics retailers that simple pushed products – Apple or otherwise. Apple realized it would continue to lose market share if it didn’t do something.
Steve Jobs’ decision was to enter retail: “We have to think different about this. We have to innovate.”
Along with Jobs, Ron Johnson, Apple’s Senior VP of Retail Operations, realized that innovation could not take place without a clear, compelling vision. That vision? Enriching lives.
That simple vision drove the Apple team to create a store unlike anything else in retailing. They innovated around the retail experience by changing people’s expectations of what a retail experience could be.
- Design uncluttered stores
- Locate the stores where people live their lives
- Allow customers to test-drive products
- Offer a concierge experience
- Make it easy to buy
- Offer one-to-one training
Where most retailers are moving product, Apple is establishing a lifelong relationship.
Innovation is seeing what exists in another industry and applying what you learn to improve the customer experience.
What are the lessons here for ChurchWorld?