The Apple Experience: Secrets to Building Insanely Great Customer Loyalty

CHAPTER 1

Dream Bigger

We attract a different type of person, someone who really wants to get in a little over his head and make a dent in the universe.

—Steve Jobs

As the world mourned the passing of Steve Jobs in October 2011, commentators were discussing the principles that made Apple a success. During an interview with the ABC News program 20/20, correspondent Deborah Roberts asked me about the role vision played in Steve Jobs’s success. “Vision is everything,” I said. “A bold dream attracts evangelists, and no lasting brand can be built without a team of dedicated people who share the vision. Passion fuels the rocket; vision directs the rocket to its ultimate destination.” You simply cannot build an organization that delivers an extraordinary ...