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This is the weblog of Joseph Cohen.

I'm the founder of a company called Lore, which used to be called Coursekit. We're reshaping education for the internet age. If you are brilliant and want to be part of something extraordinary, join us.

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Inspiration

On Apple's core value, in 1997: "We believe that people with passion can change the world for the better." - Steve Jobs

"The details are not details. They make the product. The connections, the connections, the connections. It will in the end be these details that give the product its life." - Charles Eames

I try not to post too much Apple stuff, but this Steve Jobs video circulating around the internet is just fabulous (via carbonmade). If you look at the most effective marketing campaigns ever, they’re not built on product features and statistics, but on “values”. They sell an idea, a way of life. Think Nike, think Prada, think the New York Times. 

So what were Apple’s values circa 1997? “Apple at the core, it’s core value, is that we believe that people with passion can change the world for the better,” he says. “Those people that are crazy enough to change the world, are the ones that actually do it.” 

He’s selling computers. This is before the iPod – this is Apple Computer. Yet it sounds like he’s selling a philosophy. He’s leading a cult. People who change the world use Macs. How the hell could you not buy an Apple? 

Steve gave this talk at the launch of Apple’s Think Different ad campaign. It celebrated the worlds’ revolutionaries, some who never lived long enough to touch a computer. But Steve then hinted at the implied: “If they ever used a computer, it would have been a Mac.”

This is probably my favorite commercial of all time. It’s inspiring, beautifully produced, and meaningful.

The company still lives by this value. In other example of their fantastical attention to detail, they printed the commercial’s transcript on the icon of their word processor, TextEdit:

Source: carbonmade

25 notesShowHide

  1. webhearth reblogged this from carbonmade and added:
    launching the “Think Different” campaign.
  2. downonmainstreet reblogged this from suzannexie
  3. ideasandform reblogged this from carbonmade and added:
    I try not to post too much Apple stuff, but this
  4. aparticularpath reblogged this from suzannexie
  5. suzannexie reblogged this from carbonmade
  6. spencerfry reblogged this from carbonmade and added:
    Core values shouldn’t change.
  7. carbonmade posted this