This approach seemed to be effective: as a retailer, Apple stores averaged approximately $4,000 in gross sales per square foot of retail space per month.52 Apple also treated its employees like adults – unlike other companies that tended to use approaches that generated cynicism or created a false sense of belonging. For instance, during an orientation session, Gap Inc. showed a video about the perils of employee theft during orientation, while Starbucks distributed handbooks telling employees to “Be Authentic.” According to Frankel, Apple was doing a number of things well. To begin with, employees were taught to work together, as customers can easily tell when employees do not get along with each other. In addition, Apple flooded the retail zone with employees, as sales and profits could be lost every minute that customers had to wait for help. Furthermore, employees handed out business cards, a habit that was not typical in a retail
This approach seemed to be effective: as a retailer, Apple stores averaged approximately $4,000 in gross sales per square foot of retail space per month.52 Apple also treated its employees like adults – unlike other companies that tended to use approaches that generated cynicism or created a false sense of belonging. For instance, during an orientation session, Gap Inc. showed a video about the perils of employee theft during orientation, while Starbucks distributed handbooks telling employees to “Be Authentic.” According to Frankel, Apple was doing a number of things well. To begin with, employees were taught to work together, as customers can easily tell when employees do not get along with each other. In addition, Apple flooded the retail zone with employees, as sales and profits could be lost every minute that customers had to wait for help. Furthermore, employees handed out business cards, a habit that was not typical in a retail