In 1997, what was then known as Apple Computer, Inc., \u2014 a company that was reportedly \u201chemorrhaging\u201d at the time, according to co-founder Steve Jobs \u2014 rolled out a new advertising slogan.<\/p>\n
The legendary campaign featured a rainbow-colored Apple insignia on a black background, with the simple white text below it, encouraging viewers to: \u201cThink different.\u201d<\/i> The contrasting logo, background, and text, as discussed by Rob Siltanen, who was the creative director for the marketing firm making the pitch, \u201cseemed to make the \u2018Think Different\u2019 statement all the more <\/i>bold.<\/i><\/b>\u201d<\/i><\/p>\n
Something within that slogan resonates loudly within me\u2026 the boldness\u2026 the encouragement\u2026 and the freedom\u2026<\/i> the freedom that acknowledges, \u201cNo, we don\u2019t all have to think the same way.\u201d In fact, it doesn\u2019t make sense to me that we all must think the same way; it doesn\u2019t even seem wise. Repeatedly, we have witnessed how we are strengthened and sharpened by the different.<\/p>\n
But that message seems increasingly counter-cultural, as in recent weeks, many have asserted that all\u00a0\u201cidentities\u201d <\/i>must think alike\u2026 all of one gender to one ethnicity, all of one religion to one political party, even from all celebrities to all assault victims\u2026<\/p>\n
\u2026 that for some reason, we must think exactly alike, sharing the same perspective.<\/p>\n
And if we don\u2019t, unfortunately, two conclusions seem to be made, perpetuated by these so-called, humanly crafted tribes:<\/p>\n
One, you<\/i> are wrong.<\/p>\n
And two, you are not really one of us.\u00a0<\/span><\/i><\/p>\n You do not \u2014 cannot \u2014 belong to my \u201ctribe.\u201d<\/i><\/p>\n Just like that we judge another, dismiss perspective, and kill the bold encouragement to \u201cthink different.\u201d<\/p>\n Last week I walked with a trusted friend. We do so weekly and always look forward to the next week; this was no different. Strolling around the neighborhood, we shared and discussed our perspectives on recent current events. As we walked, we uncovered a significant area where our reactions were strikingly different; we did not agree. But instead of either of us walking away or refusing to listen or even concluding that we were totally in the right <\/i>and the other was totally in the wrong,<\/i> we walked longer, talked longer, asked more questions, and listened more intently. I don\u2019t know that in the end either of us significantly altered our perspective, but I can say that there was no conclusion that one of us was totally right, the other was totally wrong, and that we are no longer similar to the other\u2026 that we are no longer capable of being trusted friends. There was instead a keen awareness, acceptance, and acknowledgement of the bold freedom \u2014 and inherent wisdom \u2014 to \u201cthink different.\u201d<\/p>\n Note that for Apple, the \u201cThink different\u201d campaign was considered wildly successful. In addition to receiving numerous advertising accolades and awards, the campaign was said to have transformed the company and \u201cmarked the beginning of Apple’s re-emergence as a marketing powerhouse.\u201d<\/p>\n Said, too, by Siltanen, \u201cIt was the exact kind of attention-getting and thought-provoking advertising Apple desperately needed.\u201d<\/p>\n Think different.<\/i><\/p>\n Attention-getting\u2026<\/p>\n Thought-provoking\u2026<\/p>\n Desperately needed.<\/p>\n Maybe that\u2019s what the rest of us need, too\u2026 an awareness, acceptance, and acknowledgement of the bold freedom \u2014 and inherent wisdom \u2014 to actually \u201cthink different.\u201d<\/p>\n Respectfully\u2026<\/p>\n AR<\/p>\n","protected":false},"excerpt":{"rendered":" In 1997, what was then known as Apple Computer, Inc., \u2014 a company that was reportedly \u201chemorrhaging\u201d at the time, according to co-founder Steve Jobs \u2014 rolled out a new advertising slogan. The legendary campaign featured a rainbow-colored Apple insignia on a black background, with the simple white text below it, encouraging viewers to: \u201cThink … <\/p>\n