Hello Again Apple

Apple Keynote event
Yesterday picking up a replacement part at Apple Store.


Apple work order ticket
The vibe was this: without Cheryl’s pre-authorization, i wouldn’t be leaving with her Apple Watch replacement. Neither one of us thought a pre-authorization was necessary because i had the physical ticket. Essentially then, the assumption was that i procured the ticket “unauthorized”. That’s kinda creepy. And yes, i know there are some “bad apples” that make these policies necessary – what is the employee’s latitude to use good judgement? i’ll never know because Cheryl actually answered her phone.


Was reminded how important relationships are when it comes to our emotional connection to a brand.

Emotional connections with every customer are such a challenging task for any company to scale.

And many of the 2,000 companies i saw while at Disney Institute continue to have the tremendous opportunity to:

  1. Believe what feels impossible isn’t.
  2. Design (architect) structure and processes to support scalable, world-class customer “wow.”

Without an emotional connection, we can’t be sure the organization loves us and values us and wants us to be ridiculously happy.

As i looked around the Apple store yesterday, i didn’t see anyone i knew. If they hadn’t been able to reach my wife in Pennsylvania while i waited, i wouldn’t have left with her new Apple Watch replacement. Apple Care replaced her damaged (from a drop) Watch with a new one. Cheryl gave me the bar-coded receipt to pick it up while she is gone.

i honestly couldn’t comprehend having to drive home without the Watch.




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On April Fool’s Day 2009, jeff noel began writing five daily, differently-themed blogs (on five different sites). It was to be a 100-day self-imposed “writer’s bootcamp”, in preparation for writing his first book. He hasn’t missed a single day since.


By jeff noel

Retired Disney Institute Keynote Speaker and Prolific Blogger. Five daily, differently-themed personal blogs (about life's 5 big choices) on five interconnected sites.