Our world forever changed back in 2007. The debut of the iPhone was not simply just a game-changer in its industry; the iPhone is an invention that changed the entire world. Communication is the keystone to innovation and the iPhone rose far above simply allowing for better communication. The release of the iPhone forced change to all cell phone service providers, raised the bar for all competitors to make better products, and it provided a brand new platform to allow innovators from all corners of the world to contribute their talents. Fast forward just 8 short years into the future from 2007 and look where we’re at.
Steve Jobs’ untimely death shocked the world but what Jobs left behind was exactly what he has always wanted ― change. Below is the famous video from 1997, Steve Jobs’ amazing marketing strategy with the release of Apple’s Think Different campaign. Watch and take notes:
“Here’s to the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square holes… the ones who see things differently — they’re not fond of rules… You can quote them, disagree with them, glorify or vilify them, but the only thing you can’t do is ignore them because they change things… they push the human race forward, and while some may see them as the crazy ones, we see genius, because the ones who are crazy enough to think that they can change the world, are the ones who do.”- Steve Jobs, Think Different (1997)
Apple achieved one of the greatest corporate turnarounds in business history. This turnaround stems from Jobs’ genius deal with his old foe Bill Gates and the release of the Think Different campaign in 1997. Though its true origin is often debated, what should be noted is the Think Different campaign was launched a decade before the release of the iPhone, while Apple was still in the shadows of Microsoft. Back when Steve Jobs just recently regained control of the company he was fired from. Back when the future of Apple seemed grim.
You can tout Jobs as an innovative genius or criticize him as a short-tempered A-hole. To err on the side of positivity, Jobs should only be judged by his world changing accomplishments and unique decisions that turned Apple into the mega-giant it has now become. Just 10 years after the Think Different campaign, Apple released the iPhone, a device that has clearly changed the world. And because of that, Steve Jobs is and will always be memorialized as someone who was crazy enough to think he could change the world ― and then did.
Steve Jobs brought to life exactly what Nikola Tesla predicted back in 1926:
“When wireless is perfectly applied the whole earth will be converted into a huge brain, which in fact it is, all things being particles of a real and rhythmic whole. We shall be able to communicate with one another instantly, irrespective of distance. Not only this, but through television and telephony we shall see and hear one another as perfectly as though we were face to face, despite intervening distances of thousands of miles; and the instruments through which we shall be able to do his will be amazingly simple compared with our present telephone. A man will be able to carry one in his vest pocket.” – Nikola Tesla 1926