Prior to Christmas, while in England as part of an internship sponsored by his college, my nephew Cam’s laptop, an Apple MacBook, died (ok, maybe was killed is a more appropriate description as this was the result of a drink being spilled on it.). Prior to this happening, Cam had decided that when it was time to replace this laptop, he’d probably switch to a PC.
When Cam returned to the shop and attempted to pay, the person helping him informed him that his credit card was declined, as the charge exceeded its limit. Somewhat embarrassed and confused, he gave this person his other “for emergencies only” credit card. To his further embarrassment and dismay, this card was also declined (he didn’t realize that the limit on this card was lower than the amount being charged as well.)
As one might expect to be the case, all this was quite upsetting and embarrassing to Cam, a young man away from home and in a country other than his own. He told the clerk he’d have to call his father but he wasn’t sure if he’d be able to reach him.
As Cam was preparing to call his father, the clerk handed him the laptop and said, “Merry Christmas. It’s on Apple”.
Despite having previously thought he’d switch to a PC in the future, when he posted about this incident on his blog he finished with “Apple Forever”.
Now, in the future, should it happen that Cam finds himself on an evaluation team and one of the companies being considered is Apple, guess how Cam is going to view that proposal?
The decisions made by evaluators are based on much more than just the proposal itself. They also take into account, both consciously and subconsciously, their relationship, interaction, their experience with the company, as well as what they’ve heard, read and seen.