Conversation Agent - Valeria Maltoni - Connection Kata: What's Your Story?

« You're Asking the Wrong Question | Main | Snack Culture in the New World of Sliding Doors »


@Ignacio -- that's a very good question. I'm half thinking I should ask the next company I come across. Let me venture a response: it's the culture. All that stuff usually considered soft that feeds the personality of a brand as expressed and experienced. All that stuff that companies may not view as important to quarter to quarter results.

Apple decided it is in the design business and shows you what it feels like to experience good design -- of product, of buying, of conversation. I was in touch with their Apple Care division and am still very impressed by the poise, simplicity of use, and intelligent delivery this company provides.

I may be a little late to this post, but, I have to comment because this topic is the biggest pet peeve of mine.

Everywhere I go retail-based, I feel like I am a nuisance to the folks working at the store, and that I'm there to beg for a favor. There's no desire at all to be interested in "my story." Never, ever, nada, zip. Be it food, electronics, gadgets, anywhere, I am encountered with folks who obviously do not care about their company, their job, so why should they bother to help "me." This whole brand conversion gets very low scores in my marketing score card.

Which is why I think Apple is really trying to do something different and change. They may not be able to fix some problems at times, or not able to sell me completely on a certain product, but I go into their store knowing that I'll make a Mac friend who really wants to help me and cares about what I do with my computer. I mean, it's common sense.

Why can't the rest do that?


@Carlos -- I've seen families having pictures taken in front of the store entrance. Now, that is a brand!

@Carolyn Ann -- my ideal situation is when someone shows me how you do something. I am actually very bad at following instructions from a manual. That's my definition of hands-on. Dell is actually starting to do a lot of things right on the consumer side. Still, I had my mind made up so I was switching and it made sense to switch everything.

The comments to this entry are closed.

Conversation Agent

  • Since 2006, Conversation Agent focuses on business, technology, digital culture, and human behavior. At Conversation Agent LLC, I help organizations and brands that want to build better experiences tell a new story.


As seen on

Advisory Boards

Marketing that makes business sense


Book Reviews

  • Conversation Agent participates in the Amazon Services LLC Associates Program. It provides a means for Conversation Agent to earn commissions by linking to Amazon.

Comment Policy and Social Guidelines

  • This is my blog and not a public space. Critical discourse is welcomed. However, inappropriate comments will be deleted. See my social guidelines for reference.


  • The opinions blogged herein represent only those of Valeria Maltoni and do not reflect those of her employer, persons or companies mentioned herein, or anyone else.