I was impressed by a story about an Apple CEO who apparently cares about more than just the bottom line or ROI (Return on Investment). He demonstrates enlightened selfishness. Some people will never understand, not in a million years, why a business should do the right thing even when it costs more money. They look at spreadsheets and count up numbers and think about money. I think it is better to look at people and think about people. We are human beings. We are not machines.
If people get the impression that Apple is good, that matters when they're thinking about making a technology purchase. They may be willing to pay a little extra for an Apple product. Goodwill cancels out buyer's regret. Goodwill makes excellent starting points for conversations about Apple.
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