By Saliya Weerakoon It was late in the year 2000 when I first heard of Steve Jobs, through the words of my marketing teacher, Ravi Banuthevan. His passionate recounting of Apple’s ‘Think different’ campaign was spellbinding. Have you ever felt that electric spark of inspiration when you learn about a visionary leader? Jobs was that spark for me, despite his many imperfections.
What made him so remarkable? Was it his relentless drive, his daring to be different, or perhaps his ability to see the extraordinary in the ordinary? Over the years, I realised that true greatness isn’t about being flawless; it’s about embracing our imperfections and learning to be better, and if possible, to change our circle of influence. If Apple’s ‘1984’ campaign was a masterpiece, ‘Think different’ hit the notes of Mozart. ‘Think different’ was universal and timeless.
Round pegs in square holes Brent Schlender and Rick Tetzeli, the two authors of ‘Becoming Steve Jobs’ captured the ‘Think different’ campaign’s inside story. I quote: “When the time came for Clow to present his work, he and his team had ‘Think different’. Steve hesitated briefly when shown the first boards for the campaign, which paired the phrase with photos of noteworthy creative mavericks.
His worry? That any campaign celebrating individual genius would suffer from the idea that Steve was simply out to celebrate his own creative genius. But he went with ChiatDay anyway. “‘His decisivene.
