Steve Jobs reframed Apple's mission from selling computers to advancing humanity. He worked with Shai Danz and Lee Clow on the "Think Different" campaign, which featured visionary thinkers instead of products. Jobs studied Nike's ads to build a purpose-driven brand that inspired employees and customers alike.
Steve Jobs did a presentation to his company, and he said, you know, what do we really do? He said, yeah, we sell boxes pretty well. He meant computers. We sell boxes pretty well. But really what we do is we advance humankind. And together with Shai Day and Lee Cloud, he came up with Think Different, right? He dug deep. He dug deep. And we're all familiar with this campaign, but the difference here is he didn't have computers in these commercials, right? He inspired us with these iconic thinkers, people that are changing the world. He said, think different, be amazing, be an incredible musician, be an incredible scientist, be an incredible humanitarian. Just go out and do it. And by the way, use a Mac. Like we're doing today and we're looking back at Steve Jobs, Steve Jobs didn't do this alone. He said, "All right, uh, who's done this really well?" And he started watching a lot of commercials. And he spent a lot of time with Nike commercials.
