That's what the genius at Apple Retail, in Tucson, Arizona, told me when I arrived a few minutes early for the free workshop on advanced features of the iPhone.
"And if you spot others wandering in looking for the workshop, grab them."
That's what the genius added.
The ethos of Apple is casual rhetoric. The instructor also turned out to be casual in tone and word choice. That was in contrast to the minimalist layout of the retail store.
Unfortunately, we can't take a deep dive into Apple Retail communications by getting a part time job in the store. Instead, we have to find reasons to swing by the Apple Retail locations to listen in on the talk. That's easy to do.
In addition to free workshops and one-on-one coaching, members of the staff are available for questions. Also, when we're ready, we can buy new products to replace or add to what we have. Often we can get some trade-in value. A genius will set up the equipment and handle the details with the telecommunications carrier such as AT&T or Verizon.
Usually I have advised my clients struggling with their communications to attend open Alcoholics Anonymous (AA) speaker meetings. The organization's ethos is total from-the-heart engagement. Every speaker's presentation transmits that magical quality of connection.
Now I will add: Absorb every bit of the Apple Retail culture.