Burberry & Apple’s Angela Ahrendts — How to unite a team

Video Messaging

Angela Ahrendts revolutionized communication at Apple by introducing video messaging to connect with the company's vast retail team. Despite initial resistance, she insisted on using simple, unedited videos to share her vision and foster a sense of community among employees. Angela's approach was straightforward and personal, as she explained, "I'm going to do a video and I don't want a studio and I don't want hair and makeup. We have a phone. I'm going to do it like my kids do YouTube videos."

Hi, you know, sorry I haven't reached out before, but we're gonna do these videos. I'm gonna talk to you once a week, three thoughts in three minutes or less, because I want you to be aware of what our plan is, where we're going. I want us to connect. I want you to trust me. I just was very open and honest.

--- Angela Ahrendts

This method not only kept employees informed but also made them feel valued and included in the company's mission 1 2.

   

Employee Engagement

Angela's leadership style at Apple was marked by direct engagement and authenticity, which helped build trust across geographically dispersed teams. She emphasized the importance of connecting with employees on a human level, stating, "I'm not a king or a queen or a dictator. I'm here to do my life's greatest work. Will you help me? Can we do it together?"

Angela knew she needed to connect with every employee in every store at a human level in order to transform the business. Even at an iconic company like Apple, the icon alone won't do the work for you.

--- Reid Hoffman

Her approach included personal interactions and understanding the unique strengths of her team members, fostering a sense of unity and shared purpose 3 4 5.