Практика Shadowing: Steve Jobs "Think Different" Campaign Speech 09/1997 - Изучайте разговорный английский с YouTube
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Good morning.
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Good morning.
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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.
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I've been back about eight to ten weeks, and we've been working really hard.
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And what we're trying to do is not something really highfalutin.
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We're trying to get back to the basics.
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We're trying to get back to the basics of great products, great marketing, and great distribution.
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And I think that Apple has pockets of greatness, but in some ways has drifted away from doing the basics really well.
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So we started with the product line.
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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.
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And so we actually got rid of 70 percent of the stuff on the product roadmap.
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I mean, I couldn't even figure out the damn product line after a few weeks.
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I kept saying, well, what is this model?
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How does this fit?
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And I started talking to customers, and they couldn't figure it out either.
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And so you're going to see the product line get much simpler
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and you're going to see the product line get much better.
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And there's some new stuff coming out that's incredibly nice.
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In addition, we've been able to focus a lot more on the 30% of the gems
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and add some new stuff in that is going to take us in some whole new directions.
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So we are incredibly excited about the products.
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And I think we're really thinking differently about the kinds of products we have to build.
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And the engineering team is incredibly excited.
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I mean, I came out of the meeting with people
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that had just gotten their projects canceled and they were three feet off the ground with excitement because they finally understood
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where in the heck we were going.
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And they were really excited about the strategy.
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In the same way, we, I think, have not been as – we have not kept up with innovations in our distribution.
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Well, I'll give you an example.
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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
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and about an equal amount in our distribution channel pipeline.
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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.
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I don't think Einstein is smart enough to do that.
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So what we're going to do is get really simple
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and start taking inventory out of those pipelines
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so we can let the customer tell us what they want and we can respond to it super fast.
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And you're going to see us be doing a lot of things like
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that today is just the first of many things we're going to be doing with you.
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So we're going to be not only, I think, catching up to where the best of the best are in distribution,
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but we're going to actually be innovating and be breaking some new ground, I think, in the coming several months.
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And I'm pretty excited about that as well in the distribution manufacturing side of things.
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And that gets us to the marketing side of things.
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To me, marketing is about values.
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This is a very complicated world.
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It's a very noisy world.
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And we're not going to get a chance to get people to remember much about us.
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no company is and
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so we have to be really clear on what we want
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them to know about us now Apple fortunately is one of
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the half a dozen best brands in the whole world right
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up there with Nike Disney Coke Sony it is one of
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the greats of the greats not just in this country
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but all around the globe and but but
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But even a great brand needs investment and caring if it's going to retain its relevance and vitality.
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And the Apple brand has clearly suffered from neglect in this area in the last few years.
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And we need to bring it back.
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The way to do that is not to talk about speeds and feeds.
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It's not to talk about MIPS and megahertz.
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It's not to talk about why we're better than Windows.
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The dairy industry tried for 20 years to convince you that milk was good for you.
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It's a lie, but they tried anyway.
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And the sales were going like this.
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And then they tried Got Milk, and the sales are going like this.
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Got Milk doesn't even talk about the product.
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Matter of fact, it focuses on the absence of the product.
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But the best example of all, and one One of the greatest jobs of marketing in the universe has ever seen is Nike.
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Remember, Nike sells a commodity.
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They sell shoes.
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And yet when you think of Nike, you feel something different than a shoe company.
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In their ads, as you know, they don't ever talk about the products.
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They don't ever tell you about their air soles and why they're better than Reebok's air soles.
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What does Nike do in their advertising?
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They honor great athletes and they honor great athletics.
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who they are, that's what they are about.
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Apple spends a fortune on advertising.
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You'd never know it.
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You'd never know it.
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So when I got here, Apple just fired their agency.
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They were doing a competition with 23 agencies that, you know, four years from now would have picked one.
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And we blew that up and we hired Shaiate, the ad agency
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that I was fortunate enough to work with years ago we
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created some award-winning work including the the commercial voted the best ad ever made 1984 by advertising professionals
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and we started working about eight weeks ago
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and what we the question we asked was our customers want to know who is Apple
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and what is it that we stand for where do we fit in this world
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and what we're about isn't making boxes for people to get their jobs done,
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although we do that well.
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We do that better than almost anybody in some cases.
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But Apple's about something more than that.
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Apple at the core, its core value is that we believe
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that people with passion can
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that people with passion can change the world for the better that's what we believe
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and we've had the opportunity to work with people like
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that we've had an opportunity work with people like you with
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software developers with customers who have done it in some big
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and some small ways and we believe
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that in this world people can change it for the better
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and that those people that are crazy enough to think they can change the world are the ones that actually do And
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so what we're going to do in our first brand marketing campaign in several years is to get back to
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that core value.
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A lot of things have changed.
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The market's a totally different place than it was a decade ago. And Apple's totally different.
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And Apple's place in it is totally different.
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And believe me, the products and the distribution strategy and the manufacturing are totally different.
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And we understand that.
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But values and core values, those things shouldn't change.
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The things that Apple believed in at its core are the same things that Apple really stands for today.
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And so we wanted to find a way to communicate this.
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And what we have is something that I am very moved by.
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It honors those people who have changed the world.
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Some of them are living.
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some of them are not but the ones
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that aren't as you'll see you know that if they'd ever used a computer it would have been a Mac
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the theme of the campaign is is think difference is the people honoring the people who think different
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and who move this world forward and it's
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it is what we are about it touches the soul of this company
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so I'm gonna go ahead and roll it and I hope that you feel the same way about it I do
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years to the crazy ones misfits rebels troublemakers the round pegs in the square holes The ones who see things differently.
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They're not fond of rules, and they have no respect for the status quo.
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You can quote them, disagree with them, glorify or vilify them.
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But the only thing you can't do is ignore them. Because they change things.
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They push the human race forward.
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And while some may see them as the crazy ones, we see genius.
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Because the people who are crazy enough to think they can change the world are the ones who do.
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So that puts it out there.
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That puts us out there saying, this is who we are.
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This is what we stand for.
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I don't know.
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Do you like it?
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Yeah.
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Yeah.
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Good.
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I know that some people will criticize us for,
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you know, not talking about all those things about why we have better plug and play.
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But we've got to let people know who Apple is and why it's still relevant in this world.
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And I think this will do a pretty good job.
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We are breaking this campaign this Sunday in a rather poetic way.
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The wonderful world of Disney is restarting on ABC.
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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.
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And we're going to have two 60-second spots.
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This commercial will run twice, once in the first hour and once in the second hour.
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We are then going to break some newspaper ads in the Journal, the Times, the Mercury, the Examiner,
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USA Today, really stating the manifesto, the words.
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And then I'm going to show you what's going to break within two weeks.
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We've got some phenomenal prints.
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This ad will run throughout most of October on television.
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And we're breaking some phenomenal print within a few weeks, mostly on the back covers of magazines, some on the inside.
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We've got some incredible billboards.
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And we're even painting some giant walls in about five or six major cities.
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Before I show you this stuff, I want to let you know that in this day and age, to use any of these people,
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whether alive or dead, you need major permission from either themselves if they're alive, or their estates, representatives if they're dead.
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Almost all of these people have never appeared in an advertisement before and never would.
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until we asked them.
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I mean, I got permission from Yoko Ono a few days ago to use John.
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And it's been an incredibly moving experience for me that these people,
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both living and dead, their estates, have felt so strongly about Apple that they were willing to let us do this.
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I don't think there is another company on earth that could have done this campaign.
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And that, to me, is something very special.
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So I've got a videotape here of some of the print and the outdoor stuff.
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And if we could just run that, I want you to get a feel for that.
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This is an example of a print ad you might see on the back of the magazine.
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This was an image owned by Time Warner that they've never released before.
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Martha Graham,
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Thomas Edison, Alfred Hitchcock.
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You can't see it on the video, but these images are just stunning.
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Look at this, outdoor Muhammad Ali.
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All this stuff is going up in the next two weeks.
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You know who that is?
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Rosa Parks.
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There will be five buses running around five major cities like that.
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So that's what we're doing.
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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.
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I think it's the best work Apple's ever done.
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Now advertising is not everything and we've got some incredibly exciting product announcements coming up soon.
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Some incredibly exciting things in general are going to be happening over the next 90 to 120 days.
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And I really deeply appreciate all of the commitment that's in this room
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and with the people not in this room to turning this company around.
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This company's absolutely going to turn around.
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As a matter of fact, I think the question now is not can we turn around Apple.
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I think that's the booby prize.
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I think it's can we make Apple really great again.
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So thank you for your time.
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