There’s a reason apple has the following it has. I saw a photograph the other day of an Apple logo with a few words underneath it. It read “we still think different”.
If you’ve never read the Apple mantra, their original campaign, it goes something like this: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 praise them, disagree with them, quote them, disbelieve them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They invent. They imagine. They heal. They explore. They create. They inspire. They push the human race forward. Maybe they have to be crazy. How else can you stare at an empty canvas and see a work of art? Or sit in silence and hear a song that’s never been written? Or gaze at a red planet and see a laboratory on wheels? We make tools for these kinds of people. While some 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.
Sounds different doesn’t it? Imagine how “unusual” that was when it first came out. How unique. How inspiring. I mean, come on!..where’s the line that says “for only $9.99 you can get a [insert product shenanigan here]”. Or isn’t it missing the whole “We’re Apple and we sell revolutionary technological products” lingo?
Not at all. It’s perfect. It’s the essence of what good messages should sound like. I’m not going to sit here and explain to you the mass amounts of loyal followers Apple enjoys because I know you already know about them (heck, and probably are one of them). Here’s what I believe it’s important people understand when they see such greatness….one thing and one thing only….are you ready?
It’s important to honestly and genuinely engage your audience. It’s important that your business operate with a strong belief, a soul, that you can communicate to others. Tell them how you are influencing their world. Why should people do business with you? Because you want to make money? That’s not powerful enough. Because your product is cheaper than everyone else’s? So what!
How about….because I believe in [insert strong beleif] and the power of my belief can change the world.
The goal of an entrepreneur should always be:fueling growth. solving important problems. changing the world.
My awesome partner, Carlos A Castro’s about me has this excerpt in it which I love. It sounds like this:
Carlos considers himself a storyteller who believes in Design as a powerful vessel of communication and engagement. His cause is for those who have discovered an idea so amazing they are pleased to follow it through, no matter what.
Do you see what I’m getting at here? We’re all united and separated by belief. There are beliefs in the world that seek to unite us all, such as “one love” and we have beliefs that separate us, such as “abortion”. We’re passionate about those beliefs, and if not those, than definitely others. Our identities are made up of these beliefs. Businesses, who create belief, who share their beliefs, and who stand for beliefs become more than money generating (or losing) entities. They become part’s of people’s identities. They outlast their creators.
Here’s to Steve Jobs, a marketing genious, and the legacy he’s left behind.
Here’s to Apple, for hitting the nail straight on it’s head.
Here’s to Tribu and your business, because we can help you nail it too.