The Art and Science of Waiting

On Saturday morning, 3 April 2010, I woke up (extremely) early to conduct an Experience Expedition. I wanted to see, first-hand, how Apple’s Retail Sales Associates (RSAs) would deliver on a first-of-a-kind new product-with-service experience. Doing something new and correctly in front of customers the first time is the ultimate test for experience-based brands. (It …

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