With its catchphrase 'Think Different,' Apple changed the way we look at marketing efforts such as commercials and posters. Apple's 'Think Different' Motto Conveys the Company's MessageĪ new era for Apple was being envisioned under Steve Jobs' leadership when the company announced its "Think Different" campaign in the early 1990s. Innovators and risk-takers who dared to go from the path less travelled, the "blue ocean" thinkers and makers. Those honoured included everyone from Albert Einstein and Thomas Edison to Pablo Picasso and Amelia Earhart for their unique perspectives on the world. The "Crazy Ones" ad drew comparisons to some of history's greatest prominent freethinkers. A worldwide campaign dubbed "Think Different" was created by Apple to promote its products as unique and unconventional, in keeping with the company's new corporate identity. Soon after he returned as temporary CEO, he revisited the company's basic ideas and developed a concise statement of what Apple stood for in 1997. Jobs did not fit the mould of the typical business executive. It was Apple's "Think Different" ad Campaign that Reshaped the Company Steve Jobs, epitomizes this "blue ocean" style of thinking. They approach problems in a different way, formulate distinct hypotheses, and arrive at entirely different conclusions. While many business executives and entrepreneurs believe in a market-competitive mindset, their perspective is a little different.
Strategists who focus on the "blue ocean" aren't deceived by what others take for granted.
Think like a blue ocean strategist and you can't help but think differently. You may ask a new set of questions to uncover long-held beliefs and artificial restrictions that we unintentionally place on ourselves via the use of the blue ocean strategy, developed by strategy academics Chan Kim and Renée Mauborgne. Think Like a Blue Ocean Strategist and You'll Be Ahead of the Game As part of this blog post, we are going to look at how Apple used a 'think different' strategy to transform whole industries and the world. The phrase, which is still memorable today, helped to kick off one of the most significant business turnarounds in history.Īccording to Apple's "Think Different" tagline, having a blue ocean viewpoint is a way of looking at the world in a new way. Over twenty-five years have passed since Apple launched its famous 'Think Different' ad campaign, which summed up the company's mission in two simple words back in 1997.
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