Steve Jobs Introduces the Think Different Campaign

Update: Many thanks to Chase Gustafson for pointing out this Forbes article which is a first-hand account by Rob Siltanen of how Jobs really felt about the campaign when it was first pitched. The article states that Rob was part of TBWA/Chiat/Day at the time and was part of the team that created the iconic campaign. Definitely worth reading. It doesn’t take away from the sentiments shared in the video, but it does give some interesting backstory to the unique character of Jobs.

This is one of those inspiring speeches by Steve Jobs (does he do any other kind) that talks about the importance of taking care of your brand so that it can retain its vitality. There are some really important take-aways you should look for in this video, but the most important is that you don’t build your brand by talking about the nuts and bolts of your service (e.g. I use the latest HD DSLR C3FS12345-10000 Thingymabob). His example of Nike is beautiful. Nike sells a commodity. Shoes. But when you think of Nike, you think and feel so much more. Nike doesn’t talk about the product in their ads. They honor great athletes. That’s who they are and what they’re about.

As you watch this video, think about how it applies to your business. Who is your business and what is it really about?

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