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The Customer Thinking Solution
Key Customer CEO Question:
As Apple was beginning its reboot in 1997 with the return of Steve Jobs as CEO, the company decided to send a direct message to customers and competitors that it was becoming a different kind of company. The “Think Different” campaign showed us glimpses of the “misfits” we celebrate, from Albert Einstein to Muhammad Ali to Pablo Picasso. Actor Richard Dreyfuss brought the poetic copy to life with a matter-of-fact yet inspirational voice-over narration:
Here’s to the crazy ones.
The misfits. The rebels. The troublemakers.
The round pegs in the square holes. The ones who see things ...
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