Highlights:
0:00 Retail is a people business, driven by emotions
1:06 Apple’s emotional component earns its premium price
1:55 Emotional elements create the “I want” buying motive
2:43 As a business strategy, “in the middle” is old, terrible
3:25 Challenge in training service is an “age gap” of values
4:50 Employer needs to find the “right” values when hiring
5:37 “Extra mile” service even possible in city government
7:06 Most people are basically good, want to do a good job