迈克尔•道在罗德岛普罗维登斯为苹果公司培训员工已有多年时间。他说：“每次鼓掌，我的手都拍得生疼。”

    而在核心培训过程中则会增加角色扮演的比重，这一部分的重点是与消费者互动时的各种礼仪。其中的一条规矩是：接触任何人的iPhone手机之前，必须征得主人的许可。

    前苹果零售店芝加哥分店经理谢恩•加西亚称：“我们会告诉培训生们，他们首先要做的，是承认问题，但不要承诺自己可以解决问题。要尽量让消费者知道，你在某种程度上与他们感同身受。但必须小心，因为你肯定不想让顾客觉得你在撒谎。”

    培训生们经常听到的一句话，也是苹果商店经常宣传的一句话是：“丰富人们的生活”。而这也会向员工灌输一种理念，即自己在做一件非常伟大的事情，并不仅仅是销售、维修产品。如果说苹果公司有什么秘诀的话，那肯定就是：公司让员工得到了升华。它深谙这样一个道理：一旦人们有了更崇高的目的，就不会再对金钱斤斤计较。

    如果有人对苹果商店的做法感到好奇，或希望能在苹果商店谋得一份工作，西格尔的文章绝对值得一读。

    译者：刘进龙/汪皓

    "My hands would sting from all the clapping," says Michael Dow, who trained Apple employees for years in Providence, R.I.

    There is more role-playing at Core training, as it's known, this time with pointers on the elaborate etiquette of interacting with customers. One rule: ask for permission before touching anyone's iPhone.

    "And we told trainees that the first thing they needed to do was acknowledge the problem, though don't promise you can fix the problem," said Shane Garcia, the one-time Chicago manager. "If you can, let them know that you have felt some of the emotions they are feeling. But you have to be careful because you don't want to lie about that."

    The phrase that trainees hear time and again, which echoes once they arrive at the stores, is "enriching people's lives." The idea is to instill in employees the notion that they are doing something far grander than just selling or fixing products. If there is a secret to Apple's sauce, this is it: the company ennobles employees. It understands that a lot of people will forgo money if they have a sense of higher purpose.

    For anyone who has wondered how Apple Stores do what they do, or considered applying for a job at one, Segal's piece is a must-read.