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Built On Purpose: Apple

I’ll never forget the first time I walked into an Apple Store and tried out the iMac. That was the mo

Built On Purpose

November 26 · Issue #6 · View online
A newsletter which introduces you to a great, purposeful, and inspiring company every other week.

I’ll never forget the first time I walked into an Apple Store and tried out the iMac. That was the moment that switched me to a Mac user. 
Continuing on the theme of credos from last issue, this week we take a look at Apple Stores’ poetic credo

Enriching lives
We are here to enrich lives. To help dreamers become doers, to help passion expand human potential, to do the best work of our lives.

At our best
We give more than we take. From the planet, to the person beside us. We become a place to belong where everyone is welcome.
Everyone. We draw strength from our differences. From background and perspective to collaboration and debate. We are open.
We redefine expectations. First for ourselves, then for the world. Because we’re a little crazy. Because “good enough” isn’t. Because what we do says who we are.
We find courage. To try and to fail, to learn and to grow, to figure out what’s next, to imagine the unimaginable, to do it all over again tomorrow.

At our core
We believe our soul is our people. People who recognize themselves in each other. People who shine a spotlight only to stand outside it. People who work to leave this world better than they found it. People who live to enrich lives.
More on the credo
The Apple Store Credo
Apple’s gifts to retail employees this year include card stock-printed credo, limited-edition t-shirt
Purpose and culture
In Conversation with Apple CEO Tim Cook - The Oxford Foundry Launch
Simplifying the Bull: How Picasso Helps to Teach Apple’s Style
One more thing.
1997 Video Explains the Marketing Genius of Steve Jobs
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