The Real Story Behind Apple's 'Think Different' Campaign
TL;DR
Apple was 90 days from bankruptcy in 1997
Speed Read
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Firsthand account from the creative director who led Apple's 1997 brand transformation under Steve Jobs. Documents the organizational renewal that preceded Apple's succession from near-bankruptcy to iPhone dominance.
Relevant to understanding how mature organizations in crisis can initiate renewal - the 'Mature to Renewal' transition in the succession framework. Apple's story demonstrates that succession can be deliberately managed even from crisis conditions.
Key Findings from Siltanen (2011)
- Apple was 90 days from bankruptcy in 1997
- Jobs eliminated 70% of product lines
- Brand transformation preceded product transformation
- Deliberate creative destruction enabled renewal