SJ_marketing is about values

RARE 1997 VIDEO THAT EXPLAINS THE MARKETING GENIUS OF STEVE JOBS

The year was 1997. Steve Jobs had just returned to Apple as CEO and started culling unprofitable product lines such as printers and unloved devices such as Newton.

The product pipeline was virtually empty. Mr. Jobs needed time, but he also needed to redefine Apple to the world and to itself.

In short, he needed to raise the pirate flag again.

He canceled an agency review initiated under Gil Amelio and brought back Chiat/Day, his agency partner in the iconic “1984” campaign. The result was “Think Different” and the video below was taken when he first unveiled it to Apple staff (in shorts!).

Most interesting here isn’t the ad itself (which Mr. Jobs compares to “Got Milk?”) but the preamble where he explains the purpose and role of marketing, what Apple co-founder Steve Wozniak recently called Mr. Jobs’ “greatest strength.”

“To me, marketing is about values,” he said. “This is a very complicated world, a very noisy world and we’re not going to get the chance to get people to remember us. No company is . So we have to be very clear about what we want people to know about us.”

Watch the rest here. It gives me goosebumps.

[By Michael Learmonth. Published on October 07, 2011.]


Need Print Leads? This training web class reveals how you can generate more Leads for your print business, even if you don’t have campaign content, technical skills, or a great list! CLICK TO SAVE SEAT NOW!
DV Webinar


David Rosendahl
Connect w/Me

David Rosendahl

Co-Founder at MindFire
Dad of 2 (wait, no there’s a 3rd, where’d he come from?) and helped launch MindFire. Techno-marketer fascinated with the convergence of print and non-print marketing, machine learning, and entrepreneurship. May run for political office one day (yes, I’m crazy).
David Rosendahl
Connect w/Me

Comments (1)

Leave a Reply

%d bloggers like this: