Drawing inspiration from the iconic Apple ‘Think Different’ advertising campaign of 1997 provides a solid foundation for crafting your business innovation strategy, emphasising your unique value proposition and can help you discover and showcase a compelling story about what makes you (or your brand) well, YOU.
Like the moon landing or when I discovered overexposure to the sun would prematurely age my skin, I remember the first time I saw Apple’s “Think Different” advertising campaign. Long after its inception, like most of us, it still resonates.
To this day, I can still hear the American actor Richard Dreyfus voicing the narrative “Here’s to the Crazy Ones.” as we looked on at black and white footage of iconic 20th-century figures, including Albert Einstein, Bob Dylan, Martin Luther King Jr., John Lennon and Yoko Ono, Amelia Earhart, Maria Callas, and others. It spoke of the people who push the human race forward, suggesting that those who are crazy enough to think they can change the world are the ones who do.
All those years ago, in 1997, Apple’s prospects looked dire. Financial losses were mounting as their market relevance waned, which now, 27 years later, seems hard to imagine or believe.
Of course, with Steve Jobs returning to the company, Apple reinvented itself, and that ad campaign not only told us they were different but sparked emotion in all of us who aspire to think differently.
I don’t know what it was like in the halls of Apple back then, but what I do know is if I’d worked for Apple during that time, I would have been on a steadfast mission to prove to the world that I worked for an innovative company that dared to Think Different.
During a period of uncertainty and turmoil, where attrition might be on the rise, this campaign served as a rallying cry within the company, instilling a renewed sense of purpose, pride, and belonging among the team.
Let’s fast forward to the here and now:
What can businesses learn from this campaign during economic insecurity?
Know your core values:
Steadfastly hold onto the company’s core values and make it imperative that everyone on your team knows and shares them.
If one of your core values is excelling at customer service, but in real life, your teams fail miserably in the everyday delivery of a great experience for your client, then it’s nothing more than a wish.
Your customers know this as they turn and walk away from your business.
When things go wrong for your customer, how does your business handle it? Is it a blame game, or does everyone get on board, take responsibility and solve the problem?
Your core values will guide your business in how you handle the best days of your business but also the worst days.
So, what are your core values? Think about it, write it down and then live it every day.
Adaptability and customer focus:
Keeping your vision clear in your mind gives you room to move. It is your vision that will give you the confidence to recognise when it’s time to embrace change.
Of course, change does not mean you waiver from your vision, but it does mean being prepared to throw out old ideas that no longer work for your business. Pivot if you need to. You’ve done it before; you can do it again.
Look at your business through the eyes of your customers. Can’t be objective about your own business? Sure, it can be hard at times to take a good look at your own business.
Ask your customers, they know, because as sure as the Blackberry in its last dying days, your customer knows what’s up with your business. Just ask them. Ask for feedback. You might not like what you hear, but better to know than wonder what happened to your business as you close the doors for the last time.
Differentiation and competition:
What makes your brand or company different or unique? Define it, share it, and watch how it transforms customers into loyal advocates.
Knowing what makes you different allows you to stay the course when you hit a bump in the road.
While keeping abreast of what your competitors are doing is wise, knowing your unique value proposition (UVP) will allow you to dig deep and innovate instead of imitate.
Sticking to your core values, your vision and willingness to adapt will shine a light on what makes your business different.
Don’t be a Blackberry; be an Apple.
Storytelling and the emotional connection:
Craft compelling stories about your brand that forge deep emotional connections with your audience.
What’s your story? What makes customers love you so much that they’d walk over hot coals to get to you?
If you’re unclear on your brand story, get help uncovering your uniqueness and the value you offer.
A declaration of identity and innovation.
In the end, Apple’s “Think Different” campaign was not just an advertisement but a declaration of identity and innovation, reminding us that while the path to success never runs smoothly, those who dare to dream differently shape the future success of their business.
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