“When Steve Jobs hired Ron Johnson, history had made its point: Computer stores fail. Yet the Apple Stores brought in $1 billion a year faster than any chain in history. In this beautifully written book, Ron explains why. – David Pogue, “CBS Sunday Morning” “Apple: The First 50 Years”
Ron’s moving book is not simply about retail, but about care, intention and building in a way that truly serves people. Apple’s focus on human connection changed stores and how people relate to technology. SHOP DIFFERENT is about the relationships and sense of community that physical spaces can inspire” – Laurene Powell, Founder, Emerson Collective
“This book is a must read for anyone who wants to understand the decade that transformed Apple into the most admired and valuable company in the world.” – Gene Munster, Deepwater Asset Management
“Steve made the bold decision to open Apple’s own retail stores, an idea many questioned. He searched for a young, creative merchant and hired Ron Johnson to lead the effort. This book tells the inside story of how that conviction, paired with disciplined execution, created the most successful retail model in the world. It’s a thoughtful, personal and engaging account of a pivotal chapter in Apple’s history.” - Fred Anderson, Former Apple CFO and Board Member
“In a world that often separates performance from purpose, Ron Johnson shows they are inseparable. SHOP DIFFERENT is a fascinating look inside the beginning of Apple Retail. It also shows how leading with love, kindness, and values is a powerful model for building teams, serving customers, and creating lasting impact.” - Pat Gelsinger: Executive chair and head of technology at Gloo, general partner at Playground Global, former CEO of Intel

Ron Johnson is best known for creating and leading the Apple Store for its first twelve years. He also served as the CEO of JCPenney from 2012 to 2013. Before his time at Apple, Johnson was highly regarded for his work as Vice President of merchandising at Target, where he helped the company differentiate itself through design. Most recently, he was CEO of Enjoy, the first mobile retail store. He lives in California and serves on the boards of several private companies in the Bay Area.

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