Motivating Through Human Capital Written by: Hugo Gatsby Motivating employees to complete a task is the easy part, but motivating those employees to work to the best of their abilities and guiding their efforts to the vision and values of the organization are the real challenges that companies face in today’s demanding global markets. For […]
Apple’s “Think Different” campaign, which relaunched its corporate image in 1997 and then introduced the iMac was not written by Steve Jobs, according to Rob Siltanen, a former executive who was on the agency’s Apple account at the time. The phrase came from Craig Tanimoto, an art director at TBWA, Siltanen says in a piece written for FORBES.
It’s interesting stuff: Especially as Walter Isaacson’s recent biography of Jobs says that Jobs used the phrase “Think Different” in a speech before the ad campaign was released. He had heard the tagline delivered to him in pitch meetings form the TBWA team prior to the address at Boston MacWorld that August.
Think Different campaign (Although he did credit Tanimoto with dreaming up the slogan, which was up on a wall in the office with a bunch of other things before it was finally selected as the official tagline.) And, of course, TBWA chairman Lee Clow was credited with proposing “Think Different” to Jobs in Alan Deutschman’s 2001 book.
The year was 2014, and our team was tasked with developing a report of Netflix. Like most behavioural studies, our adventure started in the Ivey clad façade of Harvard University and took us all the wa
The Art of Project Management Do we need project managers in change management projects? Of course. Do we need project management in construction developments? Absolutely. But we have to determine the amount of management needed and how to simplify the way we will perform it. It’s an art form. At its core, project management is […]