Pratique du Shadowing: Steve Jobs "Think Different" Campaign Speech 09/1997 - Apprendre l'anglais à l'oral avec YouTube
B2
Good morning.
181 phrases
Si les phrases sont trop courtes ou trop longues, cliquez sur Edit pour les ajuster.
1
Good morning.
2
We were up till three o'clock last night finishing this advertising up, and I want to show it to you in a minute, see what you think of it.
3
I've been back about eight to ten weeks, and we've been working really hard.
4
And what we're trying to do is not something really highfalutin.
5
We're trying to get back to the basics.
6
We're trying to get back to the basics of great products, great marketing, and great distribution.
7
And I think that Apple has pockets of greatness, but in some ways has drifted away from doing the basics really well.
8
So we started with the product line.
9
We looked at the product roadmap going out for a few years, and we said a lot of this doesn't make sense, and it's way too much stuff, and there's not enough focus.
10
And so we actually got rid of 70 percent of the stuff on the product roadmap.
11
I mean, I couldn't even figure out the damn product line after a few weeks.
12
I kept saying, well, what is this model?
13
How does this fit?
14
And I started talking to customers, and they couldn't figure it out either.
15
And so you're going to see the product line get much simpler
16
and you're going to see the product line get much better.
17
And there's some new stuff coming out that's incredibly nice.
18
In addition, we've been able to focus a lot more on the 30% of the gems
19
and add some new stuff in that is going to take us in some whole new directions.
20
So we are incredibly excited about the products.
21
And I think we're really thinking differently about the kinds of products we have to build.
22
And the engineering team is incredibly excited.
23
I mean, I came out of the meeting with people
24
that had just gotten their projects canceled and they were three feet off the ground with excitement because they finally understood
25
where in the heck we were going.
26
And they were really excited about the strategy.
27
In the same way, we, I think, have not been as – we have not kept up with innovations in our distribution.
28
Well, I'll give you an example.
29
I'm sure it was talked about this morning, but, you know, we've got anywhere from two to three months of inventory in our manufacturing supplier pipeline
30
and about an equal amount in our distribution channel pipeline.
31
So we're having to make guesses four, five, six months in advance about what the customer wants, and we're not smart enough to do that.
32
I don't think Einstein is smart enough to do that.
33
So what we're going to do is get really simple
34
and start taking inventory out of those pipelines
35
so we can let the customer tell us what they want and we can respond to it super fast.
36
And you're going to see us be doing a lot of things like
37
that today is just the first of many things we're going to be doing with you.
38
So we're going to be not only, I think, catching up to where the best of the best are in distribution,
39
but we're going to actually be innovating and be breaking some new ground, I think, in the coming several months.
40
And I'm pretty excited about that as well in the distribution manufacturing side of things.
41
And that gets us to the marketing side of things.
42
To me, marketing is about values.
43
This is a very complicated world.
44
It's a very noisy world.
45
And we're not going to get a chance to get people to remember much about us.
46
no company is and
47
so we have to be really clear on what we want
48
them to know about us now Apple fortunately is one of
49
the half a dozen best brands in the whole world right
50
up there with Nike Disney Coke Sony it is one of
51
the greats of the greats not just in this country
52
but all around the globe and but but
53
But even a great brand needs investment and caring if it's going to retain its relevance and vitality.
54
And the Apple brand has clearly suffered from neglect in this area in the last few years.
55
And we need to bring it back.
56
The way to do that is not to talk about speeds and feeds.
57
It's not to talk about MIPS and megahertz.
58
It's not to talk about why we're better than Windows.
59
The dairy industry tried for 20 years to convince you that milk was good for you.
60
It's a lie, but they tried anyway.
61
And the sales were going like this.
62
And then they tried Got Milk, and the sales are going like this.
63
Got Milk doesn't even talk about the product.
64
Matter of fact, it focuses on the absence of the product.
65
But the best example of all, and one One of the greatest jobs of marketing in the universe has ever seen is Nike.
66
Remember, Nike sells a commodity.
67
They sell shoes.
68
And yet when you think of Nike, you feel something different than a shoe company.
69
In their ads, as you know, they don't ever talk about the products.
70
They don't ever tell you about their air soles and why they're better than Reebok's air soles.
71
What does Nike do in their advertising?
72
They honor great athletes and they honor great athletics.
73
who they are, that's what they are about.
74
Apple spends a fortune on advertising.
75
You'd never know it.
76
You'd never know it.
77
So when I got here, Apple just fired their agency.
78
They were doing a competition with 23 agencies that, you know, four years from now would have picked one.
79
And we blew that up and we hired Shaiate, the ad agency
80
that I was fortunate enough to work with years ago we
81
created some award-winning work including the the commercial voted the best ad ever made 1984 by advertising professionals
82
and we started working about eight weeks ago
83
and what we the question we asked was our customers want to know who is Apple
84
and what is it that we stand for where do we fit in this world
85
and what we're about isn't making boxes for people to get their jobs done,
86
although we do that well.
87
We do that better than almost anybody in some cases.
88
But Apple's about something more than that.
89
Apple at the core, its core value is that we believe
90
that people with passion can
91
that people with passion can change the world for the better that's what we believe
92
and we've had the opportunity to work with people like
93
that we've had an opportunity work with people like you with
94
software developers with customers who have done it in some big
95
and some small ways and we believe
96
that in this world people can change it for the better
97
and that those people that are crazy enough to think they can change the world are the ones that actually do And
98
so what we're going to do in our first brand marketing campaign in several years is to get back to
99
that core value.
100
A lot of things have changed.
101
The market's a totally different place than it was a decade ago. And Apple's totally different.
102
And Apple's place in it is totally different.
103
And believe me, the products and the distribution strategy and the manufacturing are totally different.
104
And we understand that.
105
But values and core values, those things shouldn't change.
106
The things that Apple believed in at its core are the same things that Apple really stands for today.
107
And so we wanted to find a way to communicate this.
108
And what we have is something that I am very moved by.
109
It honors those people who have changed the world.
110
Some of them are living.
111
some of them are not but the ones
112
that aren't as you'll see you know that if they'd ever used a computer it would have been a Mac
113
the theme of the campaign is is think difference is the people honoring the people who think different
114
and who move this world forward and it's
115
it is what we are about it touches the soul of this company
116
so I'm gonna go ahead and roll it and I hope that you feel the same way about it I do
117
years to the crazy ones misfits rebels troublemakers the round pegs in the square holes The ones who see things differently.
118
They're not fond of rules, and they have no respect for the status quo.
119
You can quote them, disagree with them, glorify or vilify them.
120
But the only thing you can't do is ignore them. Because they change things.
121
They push the human race forward.
122
And while some may see them as the crazy ones, we see genius.
123
Because the people who are crazy enough to think they can change the world are the ones who do.
124
So that puts it out there.
125
That puts us out there saying, this is who we are.
126
This is what we stand for.
127
I don't know.
128
Do you like it?
129
Yeah.
130
Yeah.
131
Good.
132
I know that some people will criticize us for,
133
you know, not talking about all those things about why we have better plug and play.
134
But we've got to let people know who Apple is and why it's still relevant in this world.
135
And I think this will do a pretty good job.
136
We are breaking this campaign this Sunday in a rather poetic way.
137
The wonderful world of Disney is restarting on ABC.
138
And the first thing they're showing this Sunday night, I believe it's at 7 o'clock, is the network premiere of Toy Story.
139
And we're going to have two 60-second spots.
140
This commercial will run twice, once in the first hour and once in the second hour.
141
We are then going to break some newspaper ads in the Journal, the Times, the Mercury, the Examiner,
142
USA Today, really stating the manifesto, the words.
143
And then I'm going to show you what's going to break within two weeks.
144
We've got some phenomenal prints.
145
This ad will run throughout most of October on television.
146
And we're breaking some phenomenal print within a few weeks, mostly on the back covers of magazines, some on the inside.
147
We've got some incredible billboards.
148
And we're even painting some giant walls in about five or six major cities.
149
Before I show you this stuff, I want to let you know that in this day and age, to use any of these people,
150
whether alive or dead, you need major permission from either themselves if they're alive, or their estates, representatives if they're dead.
151
Almost all of these people have never appeared in an advertisement before and never would.
152
until we asked them.
153
I mean, I got permission from Yoko Ono a few days ago to use John.
154
And it's been an incredibly moving experience for me that these people,
155
both living and dead, their estates, have felt so strongly about Apple that they were willing to let us do this.
156
I don't think there is another company on earth that could have done this campaign.
157
And that, to me, is something very special.
158
So I've got a videotape here of some of the print and the outdoor stuff.
159
And if we could just run that, I want you to get a feel for that.
160
This is an example of a print ad you might see on the back of the magazine.
161
This was an image owned by Time Warner that they've never released before.
162
Martha Graham,
163
Thomas Edison, Alfred Hitchcock.
164
You can't see it on the video, but these images are just stunning.
165
Look at this, outdoor Muhammad Ali.
166
All this stuff is going up in the next two weeks.
167
You know who that is?
168
Rosa Parks.
169
There will be five buses running around five major cities like that.
170
So that's what we're doing.
171
And we've been working pretty hard to wrap this up the last few days and nights, but it's the best work I've seen in an awful long time.
172
I think it's the best work Apple's ever done.
173
Now advertising is not everything and we've got some incredibly exciting product announcements coming up soon.
174
Some incredibly exciting things in general are going to be happening over the next 90 to 120 days.
175
And I really deeply appreciate all of the commitment that's in this room
176
and with the people not in this room to turning this company around.
177
This company's absolutely going to turn around.
178
As a matter of fact, I think the question now is not can we turn around Apple.
179
I think that's the booby prize.
180
I think it's can we make Apple really great again.
181
So thank you for your time.
Télécharger l'application
Everything you need to speak fluently
AI PronunciationScore every sentence
IPA PracticeMaster every sound
VocabularyBuild your word bank
Vocab GameLearn while playing
Context & Background
In September 1997, Steve Jobs delivered a pivotal speech surrounding the "Think Different" campaign while re-establishing Apple's focus on innovation and simplicity. Jobs emphasized the importance of returning to basics, honing in on great products, and refining marketing and distribution strategies. His candid reflections about the complexities within Apple’s product lineup serve as a reminder of the value of clarity and focus in any enterprise. For English learners, understanding the context behind such a speech is beneficial not only for language acquisition but also for grasping the nuances of business talk and motivational speaking.
Top 5 Phrases for Daily Communication
- "Get back to the basics." - This phrase highlights the importance of simplicity in any task.
- "I couldn't even figure out the product line." - A relatable expression emphasizing confusion or complexity in a situation.
- "We're going to get really simple." - A call for clarity and straightforwardness.
- "Let the customer tell us what they want." - A phrase that reflects customer-centric thinking.
- "Marketing is about values." - This highlights the role of core principles in effective branding and communication.
Step-by-step Shadowing Guide
To effectively use Steve Jobs' speech for personal development, follow this structured shadowing guide, designed to help you improve English pronunciation and enhance your speaking skills:
- Listen and Understand: Watch the video while focusing on Jobs’ speech to grasp the nuances of tone, inflection, and rhythm.
- Break It Down: Select a segment (1-2 minutes) of the speech that resonates with you. Pay attention to challenging phrases that you can practice.
- Practice with Shadow Speech: Use the shadowspeak technique by repeating what you hear. Focus on mimicking Jobs’ pace and pronunciation to enhance your IELTS speaking practice.
- Record Yourself: Use a recording device to capture your shadowing attempts. This will allow you to identify areas for improvement.
- Refine and Review: Compare your recordings with the original speech, noting any discrepancies in pronunciation or intonation. Repeat this process to achieve mastering.
Experimenting with such a speech on a dedicated shadowing site or language platform can enhance your learning experience. By actively engaging with the content, you'll be better equipped to communicate effectively, embodying the essence of the phrases highlighted above.
Qu'est-ce que la technique du Shadowing ?
Le Shadowing est une technique d'apprentissage des langues fondée sur la science, développée à l'origine pour la formation des interprètes professionnels. Le principe est simple mais puissant : vous écoutez de l'anglais natif et le répétez immédiatement à voix haute — comme une ombre suivant le locuteur avec un décalage de 1 à 2 secondes. Les recherches montrent une amélioration significative de la précision de la prononciation, de l'intonation, du rythme, des liaisons, de la compréhension orale et de la fluidité.
☕ Offrez-nous un café
ShadowingEnglish reste 100% gratuit grâce à votre soutien. Les coûts des serveurs et de l'IA sont élevés — votre café nous aide à continuer ! 🙏