Think Different

Cult of Mac recently sat down with John Sculley for an interview, in which he describes Steve Jobs and the methodology he uses to build products. Jobs is undisputably the premier modern “captain of industry,” and the observations and insights in the interview are fascinating.

The pair shared power at Apple until Jobs was forced to resign after losing a power struggle. Apple’s struggles after that time brought it to the brink of its existence, until Jobs returned in 1997 and revitalized the company he founded. Regarding the timing, Scully remarks:

I’m actually convinced that if Steve hadn’t come back when he did — if they had waited another six months — Apple would have been history. It would have been gone, absolutely gone.

What did he do? He turned it right back to where it was — as though he never left. He went all the way back.

As evidence of that, this video (via Jason Kottke) highlights one of Jobs’ first tasks after taking back the helm: getting Apple on track with their branding.

Jobs goes all the way back to Apple’s core value, which he defines:

We believe that people with passion can change the world for the better.

From there, he uses his brilliant marketing talents and introduces the memorable “Think different.” campaign.

Think different honors those people who have changed the world.

The commercial is inspiring. I’m capturing it here, because it is worth reflecting on.

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 push the human race forward.

And while some may 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.


Lonna Hanson
November 28, 2010 at 2:44 PM

Wow, I agree. Think Different is inspiring. All sorts of thoughts went through my mind watching it….from how I like the Apple computer to how Martin Luther King took a stand on equality for all. Martin Luther King really stood out in my mind because from teaching First Grade to Third Grade to Struggling Students every curriculum I have taught he has been part of it for his human values. Thanks for posting a very inspiring entry.

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