“If you’re wondering what’s behind Apple’s success, and why does it have so many die hard fans I would point to something they themselves said in an advertising campaign ran between 1997 and 2002: ‘Think Different,'” Daniel Memenode writes for Tech-FAQ.
“The campaign featured a famous commercial known as the ‘Crazy Ones,’ which celebrated people who ‘see things differently,’ and contains such quotable gems as this: ‘Those who are crazy enough to think they can change the world, are the ones who do.’ It is no surprise that this video is still often referred to among great motivational material for people who want to make something out of themselves and succeed in life.”
Memenode writes, “The ‘Think Different’ campaign may be history, but the message it espouses is still deeply embedded in Apple’s mentality and culture. The obvious differences in how their products look and feel, and how they are marketed, is a surface reflection of how their makers think.”
Memenode writes, “There are multiple ways in which we can identify Apple’s different way of thinking.”
How Apple Thinks Different:
1. Form vs. Function: Both Matter
2. Software as the soul of hardware
3. Holistic thinking
4. Investing in early access to new technology
“My intent isn’t to say that Apple is superior to everyone else, as that would be pretty pointless and indeed quite fanboy-ish. Besides, thinking differently isn’t necessarily thinking better,” Memenode writes. “Instead, my intent is to point to Apple’s success and to the ways in which they think differently that may have been largely responsible for their success, and suggest that other businesses try to learn from this. I think we could use more companies with this kind of mentality.”
Read more in the full article here.