The only reason they didn't win the whole thing, Johnson believes, was they didn't aim high enough. "Our goal was to go to the states," he says, "and unfortunately, we accomplished the goal."
Target's image changed from a ho-hum discounter to a store that sells stylish but affordable products.
That would involve a change in corporate DNA. Apple's attitude had always reflected Jobs' outlook: Customers should feel lucky just to own an Apple product. By contrast, Johnson wanted the stores to feel welcoming. He began by flying the original 10 members of the team to two soon-to-openRitz-Carlton hotels, where they immersed themselves in the Ritz's respected approach to customer service.
"You can motivate by a mission or motivate by money," he says. "The mission will work." To find those mission-driven employees, Johnson devoted enormous effort to hiring:
"Steve wanted happy customers. Ron knew how to get them."