The Power of Persuasion

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Angela Arance was offered the job as CEO of Apple by Steve Jobs. She turned it down because she didn't feel like a good fit for the company. Tim Cook knew how to play her sense of mission, and he did just that in his first days on the job. We'll pick up with Angela's story in part two later this week.

The Apple logo. The iconic Burberry check. These images inspire loyalty of customers and employees alike. But it takes more than a beloved brand to power a company and motivate a team. No one knows this better than Angela Ahrendts, former SVP of retail at Apple, and the former CEO of Burberry. Angela has spent most of her career learning how to imbue those logos with meaning — and support them with down-to-earth, everyday, human connection. Why? Because to unite a team — especially one that’s large, global and dispersed — you need to turn them into mission-driven families.

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