Here's to the Crazy Ones Reflections from the 'Think Different' Campaign of Apple

In the late 1990s, Apple introduced the world to a campaign that went beyond advertising, it was a philosophy, a rallying cry for those who dared to defy convention. The Think Different campaign celebrated “the crazy ones,” the extraordinary people who rejected the status quo and push humanity forward. Today, this message feels as powerful and relevant as ever.

“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.”

Apple’s Think Different campaign is legendary, not only for its message but for the inspiring way it brought that message to life. The one-minute ad featured black-and-white footage of 17 iconic figures from the 20th century, each known for their bold thinking and boundary-breaking contributions. In order of appearance, the ad showed Albert Einstein, Bob Dylan, Martin Luther King Jr., Richard Branson, John Lennon (with Yoko Ono), Buckminster Fuller, Thomas Edison, Muhammad Ali, Ted Turner, Maria Callas, Mahatma Gandhi, Amelia Earhart, Alfred Hitchcock, Martha Graham, Jim Henson (with Kermit the Frog), Frank Lloyd Wright, and Pablo Picasso.

The ad closes with a poignant clip of a young girl closing her eyes as if making a wish, taken from the All Around The World music video by Tarsem Singh, featuring his niece, Shaan Sahota. This final image perfectly captures the ad’s spirit of aspiration, possibility, and the power of imagination.

These icons embody the values of resilience, courage, and creativity, showing us what’s possible when we dare to think beyond conventional boundaries. And, as Apple boldly declared, “The people who are crazy enough to think they can change the world are the ones who do.”

The Power of Celebrating Difference

Apple’s Think Different campaign did something remarkable: it celebrated those who didn’t fit into conventional Molds. The misfits, the rebels, and the rule-breakers, these were the heroes, the ones who could envision a world beyond what others could see. In a society that often values conformity and foreseeable paths, Apple chose to honor those who take the road less traveled.

This wasn’t just a clever slogan; it was a tribute to the thinkers and dreamers who shaped the world. Think Different campaign reminded the world that innovation comes from those who are “crazy enough” to challenge norms and think beyond the ordinary. It’s a message that continues to inspire, urging us to see the potential in unconventional ideas and perspectives.

Why 'Thinking Different' is still relevant

Today, we live in a rapidly changing world where “thinking different” is no longer just a daring choice, it’s often a necessity. Our greatest challenges demand unconventional resolutions, and it’s often the bold, out-of-the-box thinkers who lead and build the way. This campaign speaks to the modern spirit of innovation, where progress is driven by those willing to look at problems from entirely new angles.

The misfits and rule-breakers Apple celebrates aren’t confined to any particular industry. They can be found in science, technology, social change, art, and everyday life. From activists championing sustainability to entrepreneurs reshaping industries, the world needs people who see beyond current limitations.

Behind the Scenes: Steve Jobs Unveils 'Think Different'

There’s a special moment captured on video, where Steve Jobs introduces the Think Different commercial to his team for the first time. In that moment, you can feel the energy and vision that Apple wanted to bring to life, a message that goes beyond products and profits. Jobs believed deeply in honoring people who push boundaries and make a difference, and he wanted Apple’s team to feel that spirit, too.

Watching this behind-the-scenes footage, it’s clear that Think Different wasn’t just an ad for Jobs; it was a belief system. He wanted Apple’s legacy to be one of bold ideas and meaningful impact, grounded in respect for those who didn’t conform. I encourage you to find this video on YouTube and witness the spark that ignited this legendary campaign. (A link to the video can be found at the end of this article)

How We Can All “Think Different”

The message of Think Different invites us to examine our own lives and ask: How can we challenge ourselves to see things differently? How can we embrace new perspectives, even if they seem unusual or “crazy” at first?

• Be Open to Unconventional Ideas: Whether in work or personal life, innovation often begins with a willingness to step outside of conventional thinking. This might mean listening to ideas that feel unfamiliar or taking paths that aren’t guaranteed.
• Embrace Failure as Part of the Journey: Many of the “crazy ones” that Apple celebrated, such as ?Einstein, Edison, and Martin Luther King Jr. faced setbacks and resistance. They were often misunderstood. Yet their persistence is what ultimately made them unforgettable. When we’re open to risk, we also open doors towards innovation and growth.
• Value Diversity in Thought: Innovation thrives in environments where diverse perspectives are welcomed. By surrounding ourselves with people who see things differently, we can challenge our own thinking and become more adaptable and resilient.

The Think Different campaign reminds us of the importance of courage, vision, and staying true to what we believe in. As Apple expressed so well, it’s the people who are “crazy enough to think they can change the world” who truly do. Let this be an invitation to find our own way of “thinking different,” to challenge norms when needed, and to appreciate the unique perspectives that can drive meaningful change. Whether it’s in a creative endeavor, a personal goal, or our day-to-day interactions, let’s embrace the spirit of the misfits and the rebels. In a world that often values sameness, being different can be our greatest asset.

A Personal Connection to Richard Branson’s Bold Vision

Seeing Richard Branson among these trailblazers feels particularly meaningful. Recently, I shared an article on Richard Branson’s fearless approach to life and business, drawn from his book Screw It, Let’s Do It. Branson’s mantra of embracing risk and rejecting fear aligns closely with Apple’s message. For anyone who hasn’t read that piece, you can find it here: [From “Screw It” to Success: Living Fearlessly, the Richard Branson Way]. Branson exemplifies the spirit of the “crazy ones” who dare to challenge norms, innovate, and leave an indelible mark on the world.

At the end, I think to myself, why Steve did not feature himself? Because by the time I am writing this article he had become an icon, a round peg in a square hole himself as a man who pushed the human race forward with digital innovation. May he rest in peace!

Here’s the link to the video where Steve Jobs revealed the campaign video to his employees: Video

Have a great week ahead! :)