Steve Jobs Explains “Think Different” And Why Most Clients Can’t Be Apple

If you’re like me, no doubt you’ve had clients sit in conference rooms and say things like, “We want to be like Target.” Or “We want to be like Nike.” Or, the big one these days, “We want to be like Apple.”

Well, if you haven’t seen this video, check it out. It’s Steve Jobs, introducing the “Think Different” anthem ad from 1997 in an internal video. And in seven minutes, he eloquently sums up why Apple is Apple and most of our clients can’t ever be, even if they’re differentiated in their product categories.

Above all, it reminded me, that even talking about advertising, Steve Jobs was a helluva presenter. How many Creative Directors, Account Directors or Agency CEOs could present a new campaign to a client with that much skill?

About Dan Goldgeier

Blogging on AdPulp since 2005, Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. In addition, he is a regular columnist for Dan published the best of his columns in a book entitled View From The Cheap Seats: A Broader Look at Advertising, Marketing, Branding, Global Politics, Office Politics, Sexual Politics, and Getting Drunk During a Job Interview. Look for it on Amazon in paperback and e-book editions.


  1. Some have called him arrogant, some a tyrant but indisputably, he thought different. RIP Steve. You will be missed.