“think different” or “think differently”

I decided recently that it’s time to get this blog focused a little more on … helping people think differently.

So, I’ve been thinking quite a bit lately about just what exactly it means to “think differently” (and I list 12 ways to think differently below).  The meaning of ‘think differently” is not as simple as it sounds!

In the middle of thinking about what it means to think differently, I stumbled across Wikipedia’s article on Apple Computer’s 1997 “Think Different” campaign.

The “Think Different” campaign was fascinating for several reasons, including that prior to this campaign most computer products were marketed in general computer magazines, but this campaign was a brand campaign that went well beyond the traditional outlets. In addition, there was no product placement in the advertisements.

Most striking of all though was that the campaign was based largely around a poem, “the Crazy Ones” written by Craig Tanimoto, a copywriter at Chiat/Day (the agency that produced the campaign). Here is the full version of the poem:

“Here’s to the crazy ones. The misfits. The rebels. The troublemakers.

The round pegs in the square holes.

The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them.

About the only thing you can’t do is ignore them. Because they change things. They invent. They imagine. They heal. They explore. They create. They inspire. They push the human race forward.

Maybe they have to be crazy.

How else can you stare at an empty canvas and see a work of art? Or sit in silence and hear a song that’s never been written? Or gaze at a red planet and see a laboratory on wheels?

We make tools for these kinds of people.

While some see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.”

You can see the poem in the television advertisement, which juxtaposes a voiceover of the poem with figures of iconic innovators and revolutionaries, people who committed to standing out, standing up, and who made made a difference.

Think Different Quotes

Quotes tagged as “think-different”
Showing 1-30 of 32

“Here's to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They're not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them.

About the only thing you can't do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.

” ― Rob Siltanen

“One way to remember who you are is to remember who your heroes are.” ― Walter Isaacson, Steve Jobs

“The people who are crazy enough to think they can change the world are the ones who do.” ― Rob Siltanen

“All great thinkers are initially ridiculed – and eventually revered.” ― Robin Sharma

“Este es un homenaje a los locos. A los inadaptados. A los rebeldes. A los alborotadores. A las fichas redondas en los huecos cuadrados. A los que ven las cosas de forma diferente. A ellos no les gustan las reglas, y no sienten ningún respeto por el statu quo. Puedes citarlos, discrepar de ellos, glorificarlos o vilipendiarlos.

Casi lo único que no puedes hacer es ignorarlos. Porque ellos cambian las cosas. Son los que hacen avanzar al género humano. Y aunque algunos los vean como a locos, nosotros vemos su genio. Porque las personas que están lo suficientemente locas como para pensar que pueden cambiar el mundo…

son quienes lo cambian” ― Walter Isaacson, Steve Jobs

“A person who is truly cool is a work of art. And remember, original works of art cost exponentially higher than imitations. Just take a look at the the coolest people in history. They will always be a part of history for being extremely original individuals, not imitations.” ― Suzy Kassem, Rise Up and Salute the Sun: The Writings of Suzy Kassem

“When life gives you lemons ask it for sugar and water too. Otherwise your final product would be some acidic lemon juice!” ― priyavrat gupta

“I am crazy enough to think I owe the world a change.” ― Michael Davi

“Great quotes do not come from great people. They come from ordinary people who think differently.” ― Ismat Ahmed Shaikh

“His trees were now hung all over with scrawled pieces of paper and bits of cardboard with maxims from Seneca and Shaftesbury, and with various objects; clusters of feathers, church candles, crowns of leaves, women's corsets, pistols, scales, tied to each other in certain order.

The Ombrosians used to spend hours trying to guess what those symbols meant: nobles, Pope, virtue, war? I think some of them had no meaning at all but just served to jog his memory and make him realize that even the most uncommon ideas could be right.

See also:  The math of a solar eclipse

” ― Italo Calvino, The Baron in the Trees

“There is always a double meaning in life…” ― Nadeem v Abdu

“Here’s to the misfits and foolish ones who think differently. They’re not fond of simplicity. They live unconventionally existing at a different level of intensity. They add elasticity and flexibility to what’s inflexibly rigid, bringing warmth to the frigid systems of existence.

You can hate them acidicly, discredit their credibility or even oppose them ritualistically. Look down on them cynically, say they became great accidentally, rain on them torrentially or see brilliance academically. You can look and see density or see a lovely symphony.

About the only thing you can’t do is disqualify their eligibility. Because they change history. Everything in existence moves them restlessly on to destiny backed by infinity. Their spirit is immensity, they overcome resiliently and follow their hearts existentially.

Though they may be misunderstood until the next century, we see their opponents’ adrenaline as only minimally convincing, simply for a time because in them there’s a tendency for the divine to visit earth coincidentally.

And while others may see misfits and foolishness we see wisdom and genius because the ones crazy enough to think they can live and love limitlessly are the ones who actually do.” ― Curtis Tyrone Jones

“The latent abundance of your inner most resources matters less. What matter most is the impact you can make with your inner resources and the distinctive footprints you can leave with what is within you.

The excuse not to dare is there for everybody.

When you see so many people crowded at the entrance, think of the roofing and if the roofing is too high, think of the next door and if the next door is not penetrable, create a door within the wall.” ― Ernest Agyemang Yeboah

Thinking Differently about “Think Different” | Origins: Current Events in Historical Perspective

by Michael D. Richards on Oct 23, 1997

Apple Computer, Inc. has opened an ambitious, brilliant advertising campaign featuring the slogan “Think Different,” with images of Buzz Aldrin, Muhammad Ali, Thomas Edison, Albert Einstein, Mohandas Gandhi, Martha Graham, Rosa Parks, and Pablo Picasso. The campaign probably will and should win some awards, but it strikes one false note for those who know the history of the 20th century.

Gandhi, the revered leader of the Indian independence movement, is featured in a stunning ad on the back cover of the Oct. 13th issue of The New Yorker.

He is the only person in the campaign who is not an American or a European.

He fits the theme of “Think Different” well, but Apple and their advertising agency, Chiat/Day, may find his way of thinking differently is not quite the same as theirs.

The ad consists of a black and white photograph of Gandhi, sitting cross-legged on the floor of a sparsely furnished room reading. The Apple logo provides the only color. The text reads simply “Think different.” At the bottom is “www.apple.com.”

Take a closer look at the ad, however, and you see, edging into the photograph on the left, a spinning wheel, a charka. Gandhi thought Indians should make their own cloth rather than purchase it from English textile mills.

His major concern was for village India, for the millions of Indians living in poverty. He asked himself how their lives might be improved. The answer was not, in his opinion, industrial technology, but the kind of technology that poor, uneducated people could apply directly to their lives.

This is not, of course, the sort of technology for which Apple has become famous.

When Gandhi became the major figure in the Indian independence movement in the 1920s, he directed the attention of the other leaders of the Congress party to the problems of the villages of India.

Congress changed from a small party of educated, often wealthy Indians into a mass movement that challenged British rule by refusing either to cooperate or to resort to violence, no matter what the provocation.

His methods, usually labeled by the term Satyagraha, depended on the willingness of Indians to risk beatings, imprisonment, even death for the cause of independence.

To be fair to Apple, Steve Jobs concludes his letter to employees about the campaign with this paragraph:  

“Apple’s core value — that people with passion can change the world for the better, in large and small ways — is as relevant and unique today as it ever was. This campaign is very emotional for me. I hope you love it as much as I do.”

What Jobs apparently does not know is that the historical Gandhi, while certainly a person with a passion to change the world for the better, saw a very low level of technology as the right means for doing this. At most, Gandhi barely accepted 19th century technology — that is, he did ride on trains and sail on steamships.

We cannot know what Gandhi might make of computer technology, although it is entertaining to play with the fantasy of having him return to lead one last Satyagraha with the Microserfs against the new empire on which the sun never sets, Bill Gates, Inc.

See also:  Irony

Think Different

Логотип Apple и слоган «Think Different»
Часы, идущие в обратную сторону, которые продавались во время рекламной кампании «Think Different».

«Think Different» (рус. Думай иначе; вариант — Думай иное) — рекламный слоган компании Apple Inc., созданный в 1997 году в лос-анджелесском офисе рекламного агентства TBWAChiatDay (англ.)русск.. Использовался в телевизионной и печатной рекламе, а также в телевизионных промоакциях продукции Apple. Казалось, слоган обыгрывает известный девиз IBM «Think» (рус. Думай), придуманный Томасом Уотсоном (Thomas J. Watson) для IBM, прямого конкурента Apple на рынке ПК. Лозунг компании служил для того, чтобы более явно оспорить потребителей, которые предпочитали IBM-совместимые ПК продукции Apple.

В 2002 году Apple прекратила использование этого слогана и начала кампанию «свитчеров» (англ. Switchers).


Рекламная кампания была призвана вернуть былые отношения между компанией Apple и её клиентами.
Эти отношения существенно изменились после увольнения Стива Джобса.

Несмотря на то, что руководителями компании Apple в период отсутствия Джобса (около 11 лет) были способные люди, имеющие учёные степени в бизнесе, инженерии и физике, продажи начали стремительно падать. По мнению некоторых, причиной спада послужил тот факт, что новое руководство не смогло понять основного потребителя компании Apple.

Компания теряла не только деньги — многие ветераны Apple разочаровались и ушли в отставку. Были и те, кто попал под сокращение, которое провёл Джил Амелио в 1996 году. Это было похоже на конец истории Apple.

На выставке Macworld Expo в Бостоне 7 августа 1997 года Стив Джобc, которого Амелио вернул в компанию на должность советника, вышел на сцену под аплодисменты и сделал несколько важных заявлений.

Он сообщил также о том, что принял должность временного CEO (главного управляющего) Apple.

Это оказало существенное влияние на статус компании, поскольку Стив Джобс, в противовес прежним руководителям, имел очень хорошее представление о конечном потребителе Apple.

В конце своей презентации в Бостоне Джобс произнёс речь, которая послужила предзнаменованием одной из самых влиятельных рекламных кампаний в корпоративной истории. На протяжении нескольких минут он детально описывал основного потребителя компании — его умения, индивидуальный потенциал, мечты:

… Вы все ещё должны думать иначе, чтобы купить компьютер Apple. Я думаю, что люди, покупающие их, действительно мыслят иначе. Это творческие натуры. Эти люди не просто хотят сделать свою работу — они полны решимости изменить мир. Они хотят сделать это, используя любые великие инструменты, какие только могут получить. И мы создаём инструменты для такого рода людей.

Через месяц Apple запустила рекламную кампанию под названием «Думай иначе», на которую были возложены большие надежды по восстановлению имиджа после череды неудач последних лет. Кампания стартовала в сентябре 1997 года и оказалась невероятно успешной, вернув потребителям уверенность в том, что они имеют дело с брендом, который отлично понимает их образ мыслей.

Основная предпосылка кампании „Думай иначе“ заключалась в том, что люди забыли, за что боролась Apple, забыли даже её работники. Мы долго и тщательно обдумывали, как рассказать кому-то, за что сражаешься, каковы твои ценности, и тут до нас дошло, что если вы не знаете кого-то достаточно хорошо, то можете спросить его: „Кто твой герой?“ Вы можете узнать многое о людях, услышав, кто их герои. Поэтому мы сказали: „Хорошо, мы расскажем им, кто наши герои“.Стив Джобс

Лозунг «Think Different» имеет сложную грамматику. Более правильным был бы вариант «think differently», однако Стив Джобс настаивал на использовании прилагательного «different» по аналогии с словосочетаниями «think victory» (думай о победе) или «think big» (думай по-крупному). Позже он пояснял значение лозунга:

Мы долго обсуждали, верно ли такое употребление. Это грамотно, если понять, что мы хотели выразить. Смысл вот в чём: думать не „то же самое“, а думать „иное“. И я считаю, что „think differently“ не выражало бы нашу мысль так точно.
Оригинальный текст (англ.)
We discussed whether it was correct before we ran it. It’s grammatical, if you think about what we’re trying to say. It’s not think the same, it’s think different. Think a little different, think a lot different, think different. ‘Think differently’ wouldn’t hit the meaning for me[1].
Стив Джобс

Полный текст слогана

Хвала безумцам. Бунтарям. Смутьянам. Неудачникам. Тем, кто всегда некстати и невпопад. Тем, кто видит мир иначе. Они не соблюдают правила. Они смеются над устоями.

Их можно цитировать, спорить с ними, прославлять или проклинать их. Но только игнорировать их — невозможно. Ведь они несут перемены. Они толкают человечество вперёд. И пусть кто-то говорит: безумцы, мы говорим: гении.

Ведь лишь безумец верит, что он в состоянии изменить мир, — и потому меняет его.

Перевод с англ. Д. Горяниной, Ю.Полещук, А. Цырульниковой, А. Чередниченко. (ООО “Издательство АСТ”)

Оригинальный текст (англ.)
Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them.

But the only thing you can’t do is ignore them. Because they change things. They push the human race forward. While some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.
— Apple Inc.

See also:  The 5 steps of problem solving

В создании текста участвовал Ли Клоу; основной вариант озвучил Ричард Дрейфус.


  1. ↑ Steve Jobs by Walter Isaacson. Ch. 25. Copyright © 2011 Simon & Schuster, Inc. ISBN 978-1-4516-4853-9

См. также

  • 1984 (рекламный ролик)


  • Steve Jobs narrated version (video) — Рекламный ролик «Think Different», текст читает Стив Джобс (англ.)

Think different

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Apple's “Think different” logo

Think different is an advertising slogan used from 1997 to 2002 by Apple Computer, Inc., now named Apple Inc. The campaign was created by the Los Angeles office of advertising agency TBWAChiatDay.[1]
The slogan has been widely taken as a response to IBM's slogan “Think.”[2][3][4] It was used in a television advertisement, several print advertisements, and several TV promos for Apple products.

As of 2020, “Think Different” was still printed on the back of the box of the iMac, and possibly elsewhere.[5]


In 1984, Apple's famous “1984” Super Bowl advertisement had been created by advertising agency ChiatDay. In 1986, CEO John Sculley replaced ChiatDay with BBDO.

[6] In 1997, under CEO Gil Amelio, BBDO pitched to an internal marketing meeting at the then struggling Apple, a new brand campaign with the slogan “We're back.

” Reportedly everyone in the meeting expressed approval with the exception of the recently returned Jobs who said “the slogan was stupid because Apple wasn't [yet] back.”[7]

Jobs then invited three advertising agencies to present new ideas that reflected the philosophy he thought had to be reinforced within the company he had co-founded. ChiatDay was one of them.[8]

The script was written by Rob Siltanen with participation of Lee Clow and many others on his creative team. The slogan “Think Different” was created by Craig Tanimoto, an art director at ChiatDay, who also contributed to the initial concept work.

The look and feel of the print, outdoor and the photography used was researched, curated, and visually developed by art & design director Jessica (Schulman) Edelstein who, together with Lee Clow, met weekly with Steve Jobs and the team at Apple to hone the campaign in its many forms.

Susan Alinsangan and Margaret (Midgett) Keene were also instrumental in developing the campaign further as it progressed and spread throughout the world. Great contributions were made by professionals in all agency departments from account services, to art buying, to production, to contract negotiators and media buyers who secured key placements.

The commercial's music was composed by Chip Jenkins for Elias Arts.[8] The sheer size of the team involved, both at the agency and at Apple, proved that work of this magnitude is truly a group effort of many hours and dedication.

The full text of the various versions of this script were written by creative director Rob Siltanen and copywriter Ken Segall, along with input from many on the team at the agency and at Apple. While Jobs thought the creative concept “brilliant”, he originally hated the words of the television commercial, but then changed his mind. According to Rob Siltanen:


Mar 25, 2018 · 4 min read

A flashback of an historical campaign…

This week we decided to go vintage and analyze an old-special campaign from Apple, the distinguished “Think Different” which launched in 1997.

This slogan changed the way we see campaigns, ads, posters and of course the way we see computers and technology.

Although it’s not grammatically correct, as the word “think” needs a following adverb, Jobs persisted on the adjective “different” stating that “Think Differently” would be a misunderstanding.

That was the goal of Apple’s co-founder Steve Jobs, he claimed specifically that “you always had to be a little different to buy an Apple computer.”

“I think you had to really think differently when you bought a Mac. It was a totally different computer, worked in a totally different way, used a totally different part of your brain. 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.”

We all can understand why Jobs chose the word “different” and since then Apple is on top as a multinational enterprise in technology and launching the most innovative devices, services. So, without any doubt it has gained the market and the consumers in general.

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