I was feeling a little restless, with a lot on my mind.
I made a cup of coffee, sat on the couch, and looked out at the water.
The water never seems to take a day off. Some days it’s calm, other days it’s a little more aggressive. Regardless, it keeps moving.
Anywho...
Here I am, watching the cursor blink, waiting for me to press a key.
Where do I start?
A lot of memories, relationships, challenges, and lessons I will always appreciate.
When I think about my time at Apple, what stands out most isn’t the accomplishments or the business results. It’s the conversations I had with people along the way.
Some encouraged me, some challenged me, and a few completely changed how I looked at things.
Here are three I want to share.
001
TRUST
It was a busy day at an Apple Store in Ohio, and I was working the Genius Bar.
During that time, I had the chance to speak with one of our senior retail leaders, and we talked about trust.
They pointed to things we trust every day without a second thought, like the food we eat or the soap we use.
The point was simple. If we can trust those everyday things, why do we struggle to trust ourselves?
We should be willing to give that same trust to the abilities and skills we’ve spent years developing.
That conversation has stayed with me ever since.
We can get so caught up in what we haven’t accomplished that we overlook how much we’ve already learned.
I’ve had plenty of moments when I questioned whether I was ready.
But you’re not always going to feel prepared.
Sometimes you have to trust the work you’ve already put in and give yourself the chance to try.
002
AUTHENTICITY
When I was promoted to manager, I showed up on my first day in business casual.
My Store Leader asked me why I had changed the way I dressed.
I told her I was a manager now, so I felt like I needed to look the part.
She challenged that. She encouraged me to dress in a way that expressed who I was and made me feel comfortable.
It might seem like a small conversation, but it meant a lot to me.
As a Black manager, I had certain expectations of what leadership was supposed to look like. How I should dress, how I should present myself, and what others expected from me.
That conversation helped me understand that I didn’t have to change who I was because my title changed.
I could be myself and be a leader.
Everyone brings different experiences, perspectives, and backgrounds to the table. People do their best work when they feel comfortable being who they are.
I’m grateful I had leaders who created that kind of environment for me.
003
ACCOUNTABILITY
I remember reviewing our results in the Product Zone.
Let’s just say they weren’t great.
Around that time, one of our market leaders was visiting the store. Knowing the results weren’t where I wanted them, I figured it was best to avoid that conversation.
And for most of the visit, I was pretty successful. 😂
But right before leaving, the leader called me over and asked me two questions.
“When will you understand that what you’re doing isn’t working?”
“And what will you do to change it?”
Then the leader walked away.
That was it. No long conversation. Just two questions.
At the time, I wasn’t exactly excited about the feedback. But after thinking about it, I understood the challenge.
I had to recognize that my approach wasn’t working and decide what I was going to do differently.
We all get comfortable with our routines and ways of thinking. Even when things aren’t working, we keep doing them because it’s what we know.
Accountability isn’t just recognizing that something needs to change. It’s being willing to change it.
Growth isn’t always comfortable, and sometimes the feedback we need is the feedback we least want to hear.
004
TO THE TEAM
If I could encourage you to do one thing, it would be to take ownership of your development.
Have a goal. Understand your benefits. Create a plan. Stay curious.
At Apple, I was able to use some incredible resources and benefits. They helped me return to school, explore different roles, and build new skills.
But development takes intentionality.
It’s easy to get caught up in the day-to-day and put your goals on hold. We tell ourselves we’ll start next month, next quarter, or when things slow down.
But there’s always going to be something happening.
Whether you want to grow within Apple, go back to school, or pursue something completely different, make a plan and start.
And be willing to fail.
I’ve applied for roles I didn’t get, interviewed for positions that didn’t work out, and made decisions I’d approach differently today. None of that was wasted. Each one taught me something about myself and what I needed to improve.
Your path doesn’t have to be perfect.
Ask questions, seek feedback, build relationships, and use the resources available to you.
And remember:
Your values are your WHY. Your skills are your HOW.
Understanding both helps you be intentional about where you’re going.
005
TO THE MANAGERS
I’ve been fortunate to work with some incredible managers and leaders. Some of those relationships have grown into mentorships and friendships that will continue well beyond my time at Apple.
One thing I’ve thought a lot about is the difference between transactional and transformational leadership.
As managers, we have a responsibility to deliver results. Performance, schedules, priorities, execution. Those things matter.
But leadership is about more than what we accomplish in a shift, week, or quarter.
Coaching is teaching, and teaching should inspire learning.
A management title may reflect your experience, knowledge, and business acumen. But leadership comes with a greater responsibility: developing others. That means teaching fundamentals, recognizing potential, creating opportunities, and helping people see things in themselves they might not see yet.
Not everyone wants to become a manager. Not everyone has the same goals. And not everyone sees their future in the same company or industry.
When someone shares their goals with us, we can support their development, even if their next step takes them somewhere else.
The three leaders in my stories probably had countless conversations over their careers. But the few minutes they shared with me stuck with me for years.
A short conversation can influence someone for a long time.
I hope I’ve been able to do that for others.
006
WHAT’S NEXT?
As I prepare to leave Apple, I’ve been reflecting on what these 10 years have meant to me.
But outside of Apple, life kept moving.
I’m a father, a student, and someone with goals beyond my career. Balancing all of it hasn’t always been easy. There have been long days, late nights, and plenty of times I questioned my decisions.
But I had a plan: return to school, keep building my skills, explore new opportunities, and create a schedule that lets me be more present in my children’s lives.
As I worked toward those goals, I reached the point where I had to decide what the next chapter would look like.
I don’t see leaving as something negative. I’m grateful for what Apple retail has given me, and I’m excited to keep learning somewhere new.
There’s a difference between leaving something behind and moving toward something you’ve been working for.
Results and titles come and go. The relationships we built, the conversations we shared, and what we learned from one another are what I’ll take with me.
Thank you to everyone who invested in me, challenged me, encouraged me, or simply had a conversation with me. I hope I was able to do the same for some of you.
007
FINAL THOUGHTS
I started writing this on my couch, drinking coffee, looking out at the water.
And I keep coming back to the same thought.
The water never stops moving.
Sometimes it’s calm, sometimes it’s rough, and sometimes it moves in directions we don’t expect.
Life is pretty similar. Things don’t always go as planned. Sometimes we have to change direction or step outside our comfort zone.
But that doesn’t mean we stop moving.
I’m thankful for the last 10 years. The good, the difficult, and everything in between.
I don’t know exactly what the next 10 will look like, but I’m looking forward to finding out.
No regrets. Just appreciation for the journey and excitement for what’s next.
008
THE GAME IS FREE.
Before I go, I wanted to leave you with something.
Over the years, I’ve collected resources, advice, and lessons that helped me grow personally and professionally. Some came from leaders and mentors willing to share what they knew. Others came from mistakes and figuring things out along the way.
Knowledge shouldn’t be something we keep to ourselves, especially when it could help someone else.
That’s part of why I created Persistent View.
Inside the Archive, you’ll find resources on understanding your values, planning your week, reflection, using your benefits, tracking your performance, preparing for interviews, building your résumé, and a few things that have inspired me along the way.
It’s not a blueprint. I don’t have all the answers, and I’m still learning myself.
Maybe you’re looking to take the next step in your career. Maybe you’re returning to school. Maybe you’re learning how to be a better manager. Or maybe you just need a little direction.
Whatever your goals, I hope there’s something here that helps. And if you find something useful, pass it along.
Because I know firsthand how much of a difference one conversation, one opportunity, or one person can make.
The Game Is Free.
Explore the Archive →
With appreciation,
Brandon
End of Director’s Cut.
