58. How to unite a team, Part 2 w/Angela Ahrendts of Burberry, Apple

Masters of Scale

WaitWhat

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

4.6 • 4.4K Ratings

🗓️ 19 May 2020

⏱️ 36 minutes

🔗️ Recording | iTunes | RSS

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Summary

In Part 2, Angela arrives at Apple, which feels like another planet after her years in fashion. In never-before heard stories, Angela shares how she learned the language of tech (the physical store is the ‘hardware’; the experience inside the ‘software’), then introduces innovations that change the face of Apple retail, from an app (The Loop) that let store managers collaborate to the landmark “Today at Apple” program, building community through free classes inside each Apple store. Throughout, Angela shows her team, through words and actions, that each person matters, and that they're all a part of something much bigger than themselves. Cameo: Eric Trigg (Trigg Ranch).

Read a transcript of this interview at: https://mastersofscale.com/angela-ahrendts-part-two-2/

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Transcript

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0:00.0	High listeners, it's Reed. Welcome to part two of our episode with Angela Erance on How Do
0:06.1	United Team. If you haven't listened to part one, I highly recommend you go back and do that first.
0:12.2	You don't want to miss it. But before we dive back in, let me give you a quick refresher.
0:17.4	In part one, Angela shared some secrets for you, igniting a team that she learned early, like this.
0:23.6	The foundation of any great relationship is looking somebody in the eyes and human to human
0:31.6	connecting with them and building this incredible trust. Angela was recruited to become CEO of
0:40.3	Burberry, where she ultimately leads an epic turnaround. But it started with a big bold rallying
0:47.6	cry to the team. You need to walk out of here 100% believing in everything we're doing, or I don't
0:54.9	want you on the team and I will take care of you, right? But we can't afford it. I would argue at
1:00.4	Burberry, everybody felt loved, 11,000 and that's why we achieved the results that we did.
1:06.0	And then Apple came calling and we flashed forward to Angela's first video memo to her team at Apple,
1:13.2	recorded from her desk using an iPhone. And about one minute in my phone rings,
1:19.2	they looked down and it's my daughter. I picked it up and I said,
1:22.0	Angelina, mom, you'll call you back in like two minutes. And the next day, I must have gotten
1:27.0	500 emails of people thanking me for taking my daughter's call.
1:32.2	In part two, we pick up where we left off. Angela is about to make the move from CEO Burberry
1:38.8	to Apple's head of retail. And I'm proving this theory. I believe it takes more than a logo
1:44.8	to rally the troops. You need an elevated mission and everyday human contact to United team.
1:56.9	You got to have incredible talent at every position.
1:59.3	It's like this huge push. There are fires burning when you're going home.
2:02.8	Can you believe it?
2:03.8	It's such an idiot. And then you go back to this is totally going to be amazing.
	...

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