"When Steve Jobs hired Ron Johnson, history had made its point: Computer stores fail. Yet the Apple Stores brought in $1 billion a year faster than any chain in history. In this beautifully written book, Ron explains why."-- David Pogue , author of Apple: The First 50 Years "Ron's moving book is not simply about retail, but about care, intention, and building in a way that truly serves people. Apple's focus on human connection changed stores and how people relate to technology. Shop Different is about the relationships and sense of community that physical spaces can inspire."-- Laurene Powell , founder of Emerson Collective "This book is a must-read for anyone who wants to understand the decade that transformed Apple into the most admired and valuable company in the world."-- Gene Munster , managing partner at Deepwater Asset Management "Steve made the bold decision to open Apple's own retail stores, an idea many questioned.

He searched for a young, creative merchant and hired Ron Johnson to lead the effort. This book tells the inside story of how that conviction, paired with disciplined execution, created the most successful retail model in the world. It's a thoughtful, personal, and engaging account of a pivotal chapter in Apple's history."-- Fred Anderson , former Apple CFO and board member "In a world that often separates performance from purpose, Ron Johnson shows they are inseparable. Shop Different is a fascinating look inside the beginning of Apple Retail. It also shows how leading with love, kindness, and values is a powerful model for building teams, serving customers, and creating lasting impact."-- Pat Gelsinger , executive chair and head of technology at Gloo, general partner at Playground Global, and former CEO of Intel.