• Lindsay Grace Kinniburgh

Passion, purpose and a global pandemic - is it time to think different?

Updated: Jul 12

“People Who Are Crazy Enough To Think They Can Change The World, Are The Ones Who Do.”

- Rob Siltanen

Recently, I was fortunate to connect with one of the most inspirational creative-thinkers of our generation.

Rob Siltanen is the key creative behind Apple’s legendary “Think different” campaign; the campaign that not only reshaped the way we view computers but radically transformed the once flagging tech brand.

While you may be under the perception that the wordsmithing was the brainchild of the late and great Steve Jobs, it was actually Rob Siltanen who masterminded the original “Think different” concept. He wrote the first version of the Emmy award-winning “Here’s to the Crazy Ones” commercial that pioneered Apple’s legendary turnaround.

Strong and motivating, the famous 1997 “Think different” campaign remains ever relevant and forever known as playing a key role in one of the greatest corporate transformations in history.

The beautifully poetic script celebrating dozens of eminent figures including Albert Einstein, Thomas Edison, Muhammad Ali, and Mahatma Gandhi, reframed what it means to be different.

Today, Rob is Chairman and Chief Creative Officer at LA-based agency, Siltanen & Partners. He's also responsible for some of the most effective and iconic advertising campaigns from the past three decades.

I continue to be fascinated by people who disrupt the status quo - and like Rob, impact the world simply by having the courage to follow their own passion and purpose.

With COVID-19 continuing to affect all corners of the globe and businesses facing the ongoing uncertainty of what’s next, I took the opportunity to reach out to the creative genius behind one of the world’s most successful marketing campaigns.

I invited Rob to share with me insights into what drives him to be a more purposeful human during a time when many companies are now forced to reevaluate and innovate.

Here’s what he said:

“Throughout my life, I have seen that people with strong beliefs and a strong passion for what they do are the ones who move the ball and achieve greatness.

If you think you can, you might. If you think you can't, you won't.

I was fortunate to have a wonderful family, great friends and inspiring teachers who injected me with confidence, positivity and hope. It made a difference in me and I do my best to pass those same things along to others.

How successful I am at inspiring others is hit and miss. My son works for me and he is really blossoming to become an exceptional writer. It brings me great joy to see him delighted by a wonderful piece he's recently written.

Our jobs occupy so much of our lives and there's nothing better than when your work doesn't feel like work at all.

Find what you love, work to be the very best at it...and everything else will fall into place.”

Rob's continued wisdom and message of positivity and hope have never been more valuable.

Collectively, COVID-19, Black Lives Matter, and the climate crisis have created a turning point, as well as an opportunity for humanity to live more purposefully and to inspire others.

This belief is backed by growing reports that show consumers are increasingly moving towards companies that demonstrate compassion during a time when life feels more fragile. In today's climate, people are more inclined to buy from businesses that genuinely care about pushing the human race forward in a more caring, sustainable way.

Rob’s advice, which also centres around being the best at what you love to do, is a beautiful insight into how businesses should evolve in a complex world.

It also means leading with humility and getting serious about brand purpose. Your purpose is your superpower. It’s going to drive you, keep your team motivated and encourage consumers to get behind your brand.

If you aren’t already following your north-star, now is the time to reset and turn towards what truly drives you.

If this sounds crazy, perhaps it's time to think different?

Apple Think Different Marketing Campaign from 1997
Image Credit - Apple

Does your business have brand purpose?

If you love the idea of positively impacting the planet with your business and brand, talk to us!

We can help develop your purpose-driven marketing strategy and give guidance on how to lean into your unique brand purpose.

Click here to arrange an easy, no-obligation consultation.

For more marketing strategies and brand purpose support, check out other Outsourced imagination posts and pages below:

Thanks for dropping by our brand purpose blog.

Stay safe out there!

Lindsay Grace Kinniburgh

Founder & CMO at Outsourced imagination


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