Citation
The Real Story Behind Apple's 'Think Different' Campaign
TL;DR
Apple was 90 days from bankruptcy in 1997
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