Why the Apple Store Hires for Smiles

After spending one year researching Apple's retail stores, I reached the conclusion that the secret sauce to Apple's astonishing success in retail lies in what customers don't see — the way employees are hired, trained, motivated and taught to communicate with customers. When it comes to hiring, the Apple Store doesn't care about how much you know as much as it wants to know how much you care. The ideal Apple Store candidate knows a little about computers and a lot about people.