The association of Steve Jobs with the concept of thinking differently highlights his approach to innovation, challenging conventional wisdom, and pursuing groundbreaking ideas in technology and design. This is exemplified by Apple’s marketing campaign, “Think Different,” which celebrated individuals who challenged the status quo and made significant contributions to society. This campaign, and Jobs’s association with it, effectively linked the company’s products with creativity, individuality, and challenging established norms.
This association became central to Apple’s brand identity and resonated with consumers who valued unconventional thinking and creative expression. It contributed to Apple’s success by positioning its products not merely as tools but as instruments of personal empowerment and change. Historically, this positioning aligned with the counter-cultural movements of the past, tapping into a desire for individual expression and challenging authority. This connection between Apple’s products and the ethos of “thinking differently” proved highly influential in shaping the company’s image and attracting a loyal customer base.
