Amaya Toman Unyaka ungowe-1997, futhi lowo owayeyi-CEO yakwa-Apple ngaleso sikhathi, uSteve Jobs, wethula isiqubulo esisha sha senkampani yama-apula, esifundeka ngokuthi “Think Different” embukisweni weMacworld Expo. Phakathi kwezinye izinto, i-Apple ifuna ukusho emhlabeni wonke ukuthi inkathi yobumnyama yeminyaka engaphumelelanga isiphelile futhi inkampani yeCupertino isilungele ukubhekisa amabombo ekusaseni elingcono. Kwakubukeka kanjani ukuqala kwesiteji esisha sika-Apple? Futhi iyiphi indima edlalwa ukukhangisa nokukhangisa lapha?
Isikhathi sokubuya
Unyaka ka-1997 kanye nokwethulwa ngokusemthethweni kwesiqubulo esisha senkampani kwaphawula ukuqala komunye wemikhankaso yokukhangisa yakwa-Apple eyisakhiwo sodumo kusukela kwabanqobayo "ngo-1984". "Cabanga Okuhlukile" ngezindlela eziningi bekuwuphawu lokubuya okumangalisayo kwe-Apple ekukhanyeni kwemakethe yezobuchwepheshe. Kodwa futhi yaba uphawu lwezinguquko eziningi. Indawo ethi "Think Different" yaba isikhangiso sokuqala se-Apple, ekwakhiweni kwaso i-TBWA Chiat/Day yabamba iqhaza ngemuva kweminyaka engaphezu kweshumi. Inkampani yakwa-Apple ekuqaleni yahlukana nayo ngo-1985 ngemuva kokungaphumeleli kwezentengiselwano ze-"Lemmings", zafaka esikhundleni se-ejensi eyimbangi i-BBDO. Kodwa konke kwashintsha ngokubuyela kukaJobs enhloko yenkampani.
https://www.youtube.com/watch?v=cFEarBzelBs
Isiqubulo esithi "Cabanga Ngokuhlukile" ngokwaso siwumsebenzi kaCraig Tanimoto, umkopishi wesikhungo i-TBWA Chiat/Day. Ekuqaleni, nokho, uTanimoto wadlala ngombono wemvumelwano mayelana namakhompyutha ngesitayela sikaDkt. Seuss. Inkondlo ayizange ibambe, kodwa uTanimoto wayethanda amagama amabili kuwo: "Cabanga ngokuhlukile". Nakuba inhlanganisela yamagama enikeziwe yayingaphelele ngokuphelele ngokohlelo, i-Tanimoto yayicacile. “Kungenze inhliziyo yami yeqa ngoba akekho owayeveze lo mbono ku-Apple,” kusho uTanimoto. "Ngabuka isithombe sikaThomas Edison futhi ngacabanga 'Cabanga Okuhlukile.' Ngabe sengibhala umdwebo omncane ka-Edison, ngabhala lawo magama eduze kwawo ngase ngidweba ilogo encane ye-Apple, ”engeza. Umbhalo othi "Nakhu kwabahlanya", ozwakala endaweni ethi Think Different, wabhalwa abanye abakopishi - uRob Siltanen noKen Segall, owaduma, phakathi kwezinye izinto, ngokuthi "indoda eqambe iMac".
Izithameli zigunyaziwe
Nakuba umkhankaso wawungakalungi ngesikhathi seMacworld Expo, Imisebenzi yanquma ukuhlola amagama awo angukhiye ezilalelini lapho. Wabeka kanjalo isisekelo sesikhangiso esiyinganekwane okusakhulunywa ngaso nanamuhla. “Ngingathanda ukusho kancane nge-Apple, mayelana nomkhiqizo nokuthi lolo mkhiqizo usho ukuthini kwabaningi bethu. Uyazi, ngicabanga ukuthi ngaso sonke isikhathi bekufanele wehluke kancane ukuze uthenge ikhompuyutha ye-Apple. Lapho siqhamuka ne-Apple II, kwakudingeka siqale ukucabanga ngamakhompyutha ngendlela ehlukile. Amakhompiyutha ayeyinto ongayibona kumamuvi lapho ayevame ukuthatha khona amakamelo amakhulu. Babengeyona into ongaba nayo etafuleni lakho. Bekumele ucabange ngendlela ehlukile ngoba ibingekho ngisho isoftware ongaqala ngayo. Lapho ikhompuyutha yokuqala ifika esikoleni lapho ingekho khona ikhompuyutha ngaphambili, kwakufanele ucabange ngendlela ehlukile. Kufanele ukuthi ucabange ngendlela ehlukile lapho uthenga i-Mac yakho yokuqala. Kwakuyikhompyutha ehluke ngokuphelele, yayisebenza ngendlela ehluke ngokuphelele, yayidinga ingxenye ehluke ngokuphelele yobuchopho bakho ukuze isebenze. Futhi wavula abantu abaningi ababecabanga ngendlela ehlukile emhlabeni wamakhompyutha ... Futhi ngicabanga ukuthi kusafanele ucabange ngendlela ehlukile ukuze uthenge ikhompuyutha ye-Apple.
Umkhankaso ka-Apple othi "Think Different" waphela ngo-2002 lapho kufika i-iMac G4. Kodwa ithonya lesiqubulo salo esiyinhloko lalisazwakala - umoya womkhankaso wawuphila, ufana nendawo ka-1984 Kuyaziwa ukuthi i-CEO yamanje ye-Apple, u-Tim Cook, usagcina ukuqoshwa okuningana kwezentengiselwano ze-"Think Different". ihhovisi lakhe.
Umthombo: Ihlelo le-Mac
