But when you’re a big company, it’s almost impossible to impart these skills to every single employee. Most don’t even try—they hand out a generic HR handbook that no one will read, mainly just to cover their butts. Apple’s manual, in contrast, reveals a firm so bent on maintaining customer loyalty that it will go to abnormal lengths to show its workers exactly how to behave in all situations.
Actually many companies do that. It's just that Apple tends to do it intelligently.