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This man was Steve Jobs's secret source of branding inspiration. In a legendary internal meeting, Jobs revealed how this guy had cracked the code to build an iconic brand. Here's his philosophy (that saved Apple from bankruptcy in 1997):🧵
When Steve Jobs returned as Apple CEO in 1997, the company was a mess. Over 10 years of mismanagement, Apple lacked focus, direction, and was around 90 days from bankruptcy. Jobs knew drastic changes were needed and he had 3 pivotal insights:
1. Put customer experience first and work backward. Jobs believed you don't start with an idea or technology and then try to figure out how to sell it. A great product comes from iterating on customer feedback over time. Listen to his philosophy on product development: ↓
2. Be hands-on and sales-focused in the early days. Jobs was known for his intense focus on product design. Jobs, Phil Knight, and other founders believed "professional managers" lack the founder mindset. Airbnb CEO Brain Chesky explained it best here:
3. Sell the vision, not the product. Jobs wanted Apple to inspire the misfit to think and challenge the status quo. He wanted to enrich millions of lives through Apple's intuitive technology. Where did he learn these 3 philosophies? Phil Knight at Nike. ↓
Like Jobs said: "Nike's ads never talk about the product. They honor great athletes and great athletics. That's who they are, that's what they are about." Jobs took this playbook to heart in Apple's own legendary "Think Different" campaign. Let's dive deeper:
The "Think Different" campaign perfectly captured Apple's rebel spirit & disruptive ethos. Jobs sold a future where misfits, rebels, and round pegs trying to fit into square holes could use Apple to change the world. Here are some of their most iconic ads:
1. "The Crazy Ones" ad This used black-and-white footage of iconic visionaries like Albert Einstein, Bob Dylan, Martin Luther King Jr., etc. • Misfits • Rebels • Geniuses Those who "think different" are the ones who change the world. ↓
2. "Here's to the Crazy Ones" print ad This powerful copy celebrated the misfits, rebels, and troublemakers. Think Different aimed to democratize the "crazy ones" idea—that anyone has the potential to "Think Different."
3. Think Different Billboards. During the campaign from 1997 to 2002, 29+ billboards appeared across Boston, NYC, Tokyo, etc. "This wasn’t about processor speed or memory," Jobs said in his biography. "It was about creativity."
The results were staggering. After 7 months: • 2.5M iMacs sold • Revenue jumped by 45% • Stock price tripled & market share rose to 4.1% • Apple recorded its 1st profitable quarter in 2 years Think Different made Apple the powerhouse of innovation.
Today, Apple is a $3.459T company, with a cult-like following. The 3 lessons Steve Jobs learned from Phil Knight and Nike are: 1. Customer experience first and work backward. 2. Be hands-on and sales-focused in the early days. 3. Sell the vision, not the product.
That's it! I study these principles as I build my digital business. But most people don't know I made my first $10k online as a ghostwriter. This ultimately helped me escape the Wall Street rat race. Become a Premium Ghostwriter in 5 steps here: <a target="_blank" href="https://x.premiumghostwritingblueprint.com/?el=dickie_autoplug&htrafficsource=twitter_organic" color="blue">x.premiumghostwritingblueprint.com/?el=dickie_aut…</a>
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