Choice Hacking
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Choice Hacking

Why Steve Jobs Stole From a Hotel to Build the First Apple Store (And You Should Too)

Source: Adobe Stock

“Good artists copy, great artists steal.”

— Steve Jobs (via Pablo Picasso)

“Rather than just hear about megahertz and megabytes, customers can now learn and experience the things they can actually do with a computer, like make movies, burn custom music CDs, and publish their digital photos on a personal website.”

4 Secrets of a Legendary Customer Experience

Source: Adobe Stock
  1. The Credo
  2. Motto
  3. The Employee Promise
  4. Three Steps of Service
The Ritz-Carlton Credo Card; Source: Ritz-Carlton

1. The Credo

“The Ritz-Carlton is a place where the genuine care and comfort of our guests is our highest mission.

We pledge to provide the finest personal service and facilities for our guests, who will always enjoy a warm, relaxed, yet refined ambience.

The Ritz-Carlton experience enlivens the senses, instills well-being, and fulfills even the unexpressed wishes and needs of our guests.”

2. The Motto

3. The Employee Promise

“At The Ritz-Carlton, our Ladies and Gentlemen are the most important resource in our service commitment to our guests.

By applying the principles of trust, honesty, respect, integrity and commitment, we nurture and maximize talent to the benefit of each individual and the company.

The Ritz-Carlton fosters a work environment where diversity is valued, quality of life is enhanced, individual aspirations are fulfilled, and The Ritz-Carlton Mystique is strengthened.”

“The manual could easily serve as the Humanity 101 textbook for a robot university, but at Apple, it’s an exhaustive manual to understanding customers and making them happy.

Sales, it turns out, take a backseat to good vibes — almost the entire volume is dedicated to empathizing, consoling, cheering up, and correcting various Genius Bar confrontations.”

4. Three Steps of Service

The Ritz’s London Chief Concierge talking about how they go above and beyond for their guests.
  1. A warm and sincere greeting. Use the guest’s name.
  2. Anticipation and fulfillment of each guest’s needs.
  3. Fond farewell. Give a warm goodbye and use the guest’s name.

The Psychology That Powers the Experience

Peak-end Rule: Our memories and opinion of an experience are based on two points — the emotional peak and the ending.

Apple’s Biggest Lesson: The Bottom Line



Writing at the intersection of psychology, science, business and design

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