Lessons From Steve Jobs’ 1997 Introduction To The Think Different Campaign


1. He speaks slowly, quietly and calmly. He is not proclaiming anything, he is delivering insight

2. Sets up his talk with an overarching belief – “Marking is about values”

3. Use an example to prove your point – “Got Milk” and “Nike never talk about their shoes, they honour great athletes and great athletics”

4. Bring down what you are currently doing “Apple spends a fortune on advertising, you’de never know it”

5. Create a mission – “Apple at the core, We believe that people with passion can change the world for the better”

6. Uses humour “Those who aren’t living, you know that if they ever used a computer it would have been a Mac”


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