Shop Different: How Retail Revealed Apple's Genius

你熟悉的商店。你不知道的故事。當史蒂夫·賈伯斯（Steve Jobs）在 2000 年聘請隆·強森（Ron Johnson）創建 Apple Store 時，傳統觀點認為網際網路會讓實體店倒閉。到他 2011 年離開蘋果時，強森和他的團隊已經創造了世界上最受尊敬且利潤豐厚的零售商店。即便如此，懷疑論者仍在預測實體零售的消亡。在《不一樣的零售》（Shop Different，暫譯）中，強森揭示了這一切是如何發生的：他如何贏得賈伯斯的信任，他們如何發展出一個不靠銷售而是靠服務取勝的商店願景，以及他如何說服賈伯斯，將商店的服務理念紮根於像「愛」這樣無形的事物中。強森隨後向讀者展現了蘋果崛起為全球市值最高公司的全新視角；為零售商在未來透過連結、服務和體驗獲勝提供了鼓舞人心的願景；並真誠地剖析了是什麼導致成功，以及成功之後會發生什麼。《不一樣的零售》不是一本傳統的商業書。它是我們這個時代最重要的零售成功案例之一的內部一手記錄，是給任何試圖在技術變革中發揮領導作用的人的指南，並且在人工智慧時代，它深刻地提醒了我們身為人類的意義。

The store you know. The story you don't. When Steve Jobs hired Ron Johnson to create the Apple Store in 2000, conventional wisdom said that the internet would put stores out of business. By the time he left Apple in 2011, Johnson and his team had created the most respected and profitable retail stores in the world. And even then, skeptics were still predicting the death of physical retail. In Shop Different, Johnson reveals how it happened: how he earned Jobs's trust, how they developed a vision for a store that would win not by selling but by serving, and how he convinced Jobs that the store's service philosophy should be rooted in something as intangible as love. Johnson then gives readers a new look at Apple's ascent to the most valuable company in the world; offers an inspiring vision for a future in which retailers win on connection, service, and experience; and shares an honest look at what leads to success—and what can follow. Shop Different is not a traditional business book. It is an insider account of one of the most important retail successes of our time, a guide for anyone trying to lead through technological change, and, in the age of artificial intelligence, a profound reminder of what it means to be human.