Once in a while, I’d like to read the excerpts from Apple famous advertisement campaign Think Different, which arguably changed the fate of the company and turned it around.
Back in 1997 when Apple was closed to bankruptcy – Steve Jobs was appointed as an interim CEO and one of the first things he did, was to rebuild the image of the company.
Here is the introduction:
Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes.
The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them.
About the only thing you can’t do is ignore them. Because they change things. They invent. They imagine. They heal. They explore. They create. They inspire. They push the human race forward.
Maybe they have to be crazy.
How else can you stare at an empty canvas and see a work of art? Or sit in silence and hear a song that’s never been written? Or gaze at a red planet and see a laboratory on wheels?
We make tools for these kinds of people.
While some see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.
Why, not how or what
It is the uttermost importance to know why you should build such products and why users should be using them.
There were no words related to Mac computer, tablets or mobile phones in the ad. Everything is about the people who pushed mankind forward, it was about creating values and meanings.
It is the genius of the ad.
Today, Apple is the world’s first public company valued over a trillion dollar. “Think Different” and “1984” were considered some of the best ads campaigns ever.