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1/ January 1983. Apple finish production of their new computer, Lisa.
Steve Jobs launches it with a nine-page ad in the New York Times.
It& #39;s nine pages of geek speak. Nobody outside NASA is interested. Lisa sells just 10,000 units. Steve is fired from Apple.
Steve Jobs launches it with a nine-page ad in the New York Times.
It& #39;s nine pages of geek speak. Nobody outside NASA is interested. Lisa sells just 10,000 units. Steve is fired from Apple.
2/ Fourteen years later, Steve Jobs returns to Apple.
In his first campaign back he went from nine pages in the New York Times to two words on billboards across America: “Think different”.
In his first campaign back he went from nine pages in the New York Times to two words on billboards across America: “Think different”.
3/ There would be no computers in the ads. No technical jargon. No noise.
Jobs realised that people don’t buy the *best product*. They buy the *best story*. So that& #39;s what he sold.
You see greatness. You want to emulate it. Apple is how you get there:
Jobs realised that people don’t buy the *best product*. They buy the *best story*. So that& #39;s what he sold.
You see greatness. You want to emulate it. Apple is how you get there:
4/ It& #39;s a simple story. Light on calories. And it stuck.
The campaign ran for 5 years. And is credited for turning Apple& #39;s fortunes around.
Think Different is still printed on the back of some Apple computers today.
The campaign ran for 5 years. And is credited for turning Apple& #39;s fortunes around.
Think Different is still printed on the back of some Apple computers today.
Full credit to “Building a StoryBrand” by Donald Miller where this example comes from. Great book.
“How Apple clarified its message” 
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