57. Apple's Angela Ahrendts: How to unite a team (Part 1)

Masters of Scale

WaitWhat

Entrepreneurship, Business, Management, Reid Hoffman, Mindset, Diversity & Inclusion, Jeff Berman, Bob Safian, Startups

4.6 • 4.4K Ratings

🗓️ 12 May 2020

⏱️ 33 minutes

🔗️ Recording | iTunes | RSS

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Summary

The Apple logo. The iconic Burberry check. These images inspire loyalty of customers and employees alike. But it takes more than a beloved brand to power a company and motivate a team. No one knows this better than Angela Ahrendts, former SVP of retail at Apple, and the former CEO of Burberry. Angela has spent most of her career learning how to imbue those logos with meaning – and support them by down-to-earth, everyday, human connection. Why? Because to unite a team – especially one that’s large, global and dispersed – you need to turn them into mission-driven families.

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Transcript

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0:00.0	I realized that I had to do it my way.
0:05.8	And they brought me in to do it my way.
0:09.6	I was told very early on we don't do videos.
0:12.4	And like, excuse me, it's like a YouTube world.
0:15.4	No videos. Period.
0:19.4	That's Angela Arons, and she's telling the story
0:22.2	from her first months as Apple's head of retail.
0:25.4	A bit a couple of months and somebody came up to me and said,
0:28.6	we think you should send an email out to, you know, all 70,000 employees.
0:31.8	And if you give it to us by Friday, we'll translate it into 36.
0:34.4	I'm like, I like picture my three teens in these stores and they don't read email.
0:40.4	And no, that's not going to work. I said, I'm going to do video.
0:43.8	We don't do videos.
0:45.8	I'm going to do a video.
0:47.4	We don't do videos.
0:49.0	I said, I'm going to do a video and I don't want a studio and I don't want to hear a makeup.
0:53.0	We have a phone.
0:54.2	I'm going to do it like my kids do YouTube videos.
0:56.6	It's going to be three thoughts in three minutes or less.
1:00.2	No editing, nothing.
1:03.4	So Angela recorded her first video memo to Apple employees from her desk using an iPhone.
1:10.6	I just said, hi.
	...

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