Apple’s retail stores are, on a per-square-foot basis, the highest grossing stores in the US. Apple achieved this goal by doing a whole string of things which are utterly counterintuitive…

Ron Johnson, Apple’s former VP of Retail Operations, pondered over the question on how to create the best possible customer experience:

Stores that sell to a customer once every few years generally opt for cheap real estate in remote locations; but the ideal store, for customers and for a brand looking to make its mark, would be right at the center of things. Telephone support should be fine for such occasional customers, but face-to-face interaction is what people really want, especially with computers, which are a lot harder to understand than, say, a raincoat. Salespeople are motivated by commissions, but customers don’t want to feel pressured into buying something they don’t want. Johnson came up with almost a dozen of these ideas, each of which went against the heart of traditional retailing practice.

Johnson summarized his approach: “If you think something through hard enough, you’ll get to the inevitable answer.”

What are the counterintuitive things you need to do to set yourself apart from your competitors?

Build What Matters.
Pascal ツ