Steve Jobs was a marketing genius.

In 1997 he gave what has been labeled as "one of the best marketing speeches ever."

He gives some key lessons on what product marketing should be about and how "Think Different" was born.

A quick breakdown of his speech

1/ The problem

Apple is a top 5 brand in the world.

But even that big of a brand needs investment and caring if they want to stay relevant.

Jobs acknowledges Apple had been struggling with that back then.

They weren't finding the way to resonate with their audience.

2/

They needed a communication shift, based on Job's first two lessons:

- Marketing is about values.
- In a noisy world, you have to be ultra clear on what you want people to know about you and your brand

3/ How are they going to fix those problems?

- Not talking about speeds and fees
- Not talking about bits and hertz
- Not talking about why they are better than windows
- In general, not talking about the product

Why? Jobs gives two great examples.

4/ Example 1: Milk

The dairy industry is trying to convince you milk is good.

But they are not talking about the product, they are talking about the ABSENCE of the product and what it does to you.

5/ Example 2: Nike

Nike sells shoes, but their ads are not about the products.

They don't talk about the air soles or their newest designs.

Instead, they honor great athletes and great athletics.

6/

Jobs knew Apple had a great product, but he didn't want to talk about that.

He wanted to talk about what Apple was really about.

He wanted to find its core value and translate it into a marketing campaign.

"Our customers want to know who is apple and what it stands for"

7/

According to Jobs, Apple's core value, is that they believe that people with passion can change the world for the better.

And those people, who are crazy enough to believe, are the ones that actually do.

Apple fuels and empowers those people.

8/ But, how can they communicate that?

By honoring the people who have changed the world.

Some are living, some are not. But Jobs bets that "the ones who are not living, they would be using a Mac."

Here's the ad:

9/
This is how "Think different", was born.

Going deep into the company's core value and extracting this message to honor the people who think different and move the world forward.

If you enjoyed this thread, please like and RT the first one so more people can see it!

10/ This is the original tweet that inspired me to make this thread: https://twitter.com/valaafshar/status/1315044171242233860

Plus, today is the new #AppleEvent so I thought it was a good moment to remember this great speech by Steve Jobs.