The Real Story Behind Apple's 'Think Different' Campaign
1–10 of 44 posts
Re: The Real Story Behind Apple's 'Think Different' Campaign
#2TL;DR Please
Re: The Real Story Behind Apple's 'Think Different' Campaign
#3TL;DR Please
Do you watch movies or trailers? If you watch the latter, then why bother even walking into the theater?
It's a fantastic article. Reading the "TL;DR" version will never give you the same experience.
Re: The Real Story Behind Apple's 'Think Different' Campaign
#4TL;DR Please
Business folks have over-simplified Jobs' contribution to the Think Different campaign by making it seem he single-handedly was responsible for it. A handful of people on Lee Clow's team were primarily responsible for the creation of the ad. Jobs originally hated the concept and within a few minutes decided it was the right one to choose. Then he changed his mind again after seeing the script for the ad. This original script -- strictly in my opinion -- sounded bland. It is given in the article. I can see where his "it's shit" comment came from. The agency investigated some other options while the author of the original script got fed up and moved onto other companies campaigns. Jobs then re-visited the original script along with Lee Clow. Jobs was able to use his influence to make this version better by getting Clow to lure more talented writers to tweak the script, voice actors to read it, and nicer pictures/scenes for the imagery in the ad.
Re: The Real Story Behind Apple's 'Think Different' Campaign
#5TL;DR Please
Business folks have over-simplified Jobs' contribution to the Think Different campaign by making it seem he single-handedly was responsible for it. A handful of people on Lee Clow's team were primarily responsible for the creation of the ad. Jobs originally hated the concept and within a few minutes decided it was the right one to choose. Then he changed his mind again after seeing the script for the ad. This origina…
Business folks have over-simplified Jobs' contribution to everything by making it seem he single-handedly was responsible for anything.
Re: The Real Story Behind Apple's 'Think Different' Campaign
#6Earlier quoted context omitted.
Business folks have over-simplified Jobs' contribution to the Think Different campaign by making it seem he single-handedly was responsible for it. A handful of people on Lee Clow's team were primarily responsible for the creation of the ad. Jobs originally hated the concept and within a few minutes decided it was the right one to choose. Then he changed his mind again after seeing the script for the ad. This origina…
Business folks have over-simplified Jobs' contribution to everything by making it seem he single-handedly was responsible for anything .
I absolutely agree. I'm looking forward to a lot more accounts like this one. I admire Jobs, but I admire him because he knew when to get involved and when to leave smart people alone.
His ability to make decisions and ensure things got done is admirable. I've been involved with far too many business folks who you have to hand-hold through every step of a project only to have them be spineless and scared of making decisions. This account validates my assumption that a significant reason that Jobs was effective was because he could commit to a strategy. Far too many companies can't because their strategy is being dictated to by short term stock pricing.
Re: The Real Story Behind Apple's 'Think Different' Campaign
#7Earlier quoted context omitted.
Business folks have over-simplified Jobs' contribution to the Think Different campaign by making it seem he single-handedly was responsible for it. A handful of people on Lee Clow's team were primarily responsible for the creation of the ad. Jobs originally hated the concept and within a few minutes decided it was the right one to choose. Then he changed his mind again after seeing the script for the ad. This origina…
Business folks have over-simplified Jobs' contribution to everything by making it seem he single-handedly was responsible for anything .
I heard he even cured can--
aww.... sorry...
Re: The Real Story Behind Apple's 'Think Different' Campaign
#8I'm particularly interested that this article seems to defy the anecdote about Chiat/Day presenting the campaign with the tagline 'Think Differently', and Jobs making the change to 'Think Different'.
Whichever the case, the decision to use Different instead of Differently is profound.
Re: The Real Story Behind Apple's 'Think Different' Campaign
#9Earlier quoted context omitted.
Business folks have over-simplified Jobs' contribution to everything by making it seem he single-handedly was responsible for anything .
I heard he even cured can-- aww.... sorry...
Too soon. He was a very flawed person, but will be missed nevertheless.
Re: The Real Story Behind Apple's 'Think Different' Campaign
#10I wish that the Isaacson's biography of Jobs had contained this level of detail. I just love reading about how all the different threads of the story came together to produce the Think Different commercial. I often found the biography to be brief on detail and too verbose when it came to repeating Jobs's flaws. Overall the book was inspiring but I felt it was despite, not because of, Isaacson's writing.