Ron Johnson, Apple’s former senior vice president of retail operations, is out with a new book today called ‘ Shop Different: How Retail Revealed Apple’s Genius .’
In the book, Johnson tells the story of working alongside Steve Jobs to craft Apple’s retail strategy. And even then, skeptics were still predicting the death of physical retail. In Shop Different, Johnson reveals how it happened: how he earned Jobs’s trust, how they developed a vision for a store that would win not by selling but by serving, and how he convinced Jobs that the store’s service philosophy should be rooted in something as intangible as love. Johnson then gives readers a new look at Apple’s ascent to the most valuable company in the world; offers an inspiring vision for a future in which retailers win on connection, service, and experience; and shares an honest look at what leads to success—and what can follow. Johnson joined 9to5Mac’s Overtime podcast last week to discuss ‘Shop Different’ and the origins of the Apple Store. Jeff and Fernando did an excellent job interviewing Johnson, and you can watch it on YouTube , or listen via Apple Podcasts and other platforms . You can also order it and support local bookstores via Bookshop.org .
When Steve Jobs hired Ron Johnson to create the Apple Store in 2000, conventional wisdom said that the internet would put stores out of business. By the time he left Apple in 2011, Johnson and his team had created the most respected and profitable retail stores in the world. ‘ Shop Different: How Retail Revealed Apple’s Genius ’ can be ordered on Amazon today. My copy arrives today and I’m looking forward to diving in.
