Waarom deze Steve Jobs in shorts en sandalen uit 1997 nog steeds relevant is

Hij ziet er uit als een messias-figuur en wie luistert naar wat Steve Jobs in 1997 vertelt, ziet moeiteloos waarom z’n woorden twintig jaar later nog steeds relevant zijn.

Steve Jobs introduceert in deze video de ‘Think Different’ campagne. De manifesto-gedreven video wordt echter vooraf gegaan door een duidelijke situatieschets. Hij schetst de context. Die context is ook twintig jaar later nog steeds relevant.

Steve Jobs & context van Think Different

What we’re about isn”t making boxes, for people to get their job done.

Although we do that well.
We do that better than almost anybody, in some cases.
But Apple is about something more than that.
Apple at the core… It’s core value, is that…

We believe that people with passion can change the world for the better.

Thats what we believe.
And we have the opportunity to work with people like that, with software developers, with customers, who have done it. In some big, and some small ways.
And we believe that, in this world, people can change it for the better.
And that those people who are crazy enough to think that they can change the world, are the ones that actually do.
And so, what we’re going to do in our first brand marketing campaign in several years is to get back to that core value.

A lot of things have changed.

The market is in a total different place than where it was a decade ago
And Apple is totally different
And Apple’s place in it is totally different
And believe me, the products, and the distribution strategy and the manufacturing are totally different and we understand that.

But values and core values
Those things shouldn’t change.

The things that Apple believed in at it’s core
Are the same things Apple really stands for today
And so we wanted to find a way to communicate this.
And what we have is something that I’m very moved by.
It honors those people who have changed the world.
Some of them are living, some of them are not.
But the ones that aren’t, as you’ll see, you’ll know
That if they ever used a computer, it would have been a Mac.
The theme of the campaign is ‘Think Different’.
It’s honoring the people who think different and move this world forward
And it is what we are about.
It touches the soul of this company.
So I am gonna go ahead and roll it,
And I hope that you feel the same way about it as I do.

“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. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About 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 people who are crazy enough to think they can change the world, are the ones who do.”

Fast Forward naar 2009.

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