How to be an Apple Genius: A look inside the manual

TUAW writes, Gizmodo has gotten its hands on an Apple internal training manual for its retail Geniuses, and it's just as Apple-like as you'd expect it to be, complete with very structured, high level how-tos for creating and pushing the always unique Apple brand. It all makes sense, really: Apple is now the most valuable brand in the world, and Apple's Geniuses are the (lowest-paid) ambassadors of that brand, so this manual is an attempt to codify just what it is that's so special about this company. To that end, Apple's made use of strategies like empathizing with customers almost to a fault, and even...

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