We call such actions, blue ocean strategic moves, a set of managerial actions and decisions involved in making a major market-creating business offering.Īpple’s strategic moves over this decade took the form of the iPod, iTunes, the App Store, the iPhone, the iPad, and more. Throughout history, companies have created growth not by exploiting existing demand but by reconstructing existing industry boundaries to create new market space and unlock latent demand. The Power of Thinking Differently – Apple’s Blue Ocean Strategic Moves from 2001 to 2011 From this point on, the company made several strategically critical and distinctive moves that transformed Apple from a struggling tech company into the biggest and arguably most influential company in the world. And it opened up a computer world for a lot of people who thought differently … And I think you still have to think differently to buy an Apple computer.”Īpple now had three characteristics of a good strategy: it was focused, divergent, and had a clear and compelling tagline. It was a totally different computer, worked in a totally different way, used a totally different part of your brain. “I think you had to really think differently when you bought a Mac. In Steve Jobs’ own words, “you always had to be a little different to buy an Apple computer.”

The inference is that Apple users also think different, ask different questions, and potentially change the world. The message communicates to customers what Apple stands for by celebrating and linking Apple to those innovators who moved the world ahead. Because the people who are crazy enough to think they can change the world are the ones who do. And while some may see them as the crazy ones, we see genius. About the only thing you can’t do is ignore them. You can quote them, disagree with them, glorify or vilify them. They’re not fond of rules and they have no respect for the status quo.

Here’s the transcript from the “Crazy Ones” advertisement: The tagline of Apple’s ‘Think Different’ campaign expressed how, under Steve Jobs’ leadership, Apple would construct a radically different future from its troubled days in the early 1990s.Īpple’s ‘Think Different’ slogan altered our perceptions of campaigns, advertisements, posters, and, of course, computers and technology. The message behind Apple’s ‘Think Different’ slogan

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