Amaya Toman Uma igama elithi "umkhankaso wokukhangisa" kushiwo, iningi labantu licabanga ngesiqeshana esidumile sango-1984 noma "Cabanga Okuhlukile" mayelana ne-Apple. Kungumkhankaso wokugcina okuzoxoxwa ngawo engxenyeni yanamuhla yochungechunge lwethu ngomlando we-Apple.
Kungaba njalo okuthakaselayo
Uhlelo lwezentengiso oluthi Think Different lwaqala ukuvela kumabonakude ekupheleni kukaSepthemba 1997. Isiqeshana esesidume manje sasihlanganisa izithombe zabantu abaziwayo abafana no-John Lennon, Albert Einstein, Bob Dylan, Martin Luther King noma Maria Callas. Labo ababethathwa njengababoni bekhulu lamashumi amabili bakhethwa kulesi siqeshana. Isiqubulo esiyinhloko sawo wonke umkhankaso kwakuyisiqubulo esithi Cabanga Uhluke, futhi ngaphezu kwendawo eshiwo ngenhla ye-TV, yayihlanganisa namaphosta ahlukahlukene. Isiqubulo sohlelo lolimi esiyinqaba ethi Cabanga Okuhlukile bekufanele sifanekise lokho okwenza inkampani yeCupertino yehluke kwabaqhudelana nayo. Kodwa inhloso yakhe bekuwukugcizelela noshintsho olwenzeka kule nkampani ngemuva kokuthi uSteve Jobs ebuyele kuyo ekupheleni kweminyaka yawo-XNUMX.
Umlingisi u-Richard Dreyfuss (Vala Ukuhlangana Kohlobo Lwesithathu, Emihlathini) unakekele izwi elihambisana nendawo yokukhangisa - inkulumo eyaziwayo emayelana namavukela-mbuso angangeni ndawo futhi angabona izinto ngendlela ehlukile. Indawo yokukhangisa, kanye nochungechunge lwamaphosta okukhulunywe ngawo, kube yimpumelelo enkulu kumphakathi jikelele kanye nochwepheshe. Bekuyisikhangiso sokuqala eminyakeni engaphezu kweshumi esiphathwe yi-TBWA Chiat / Day, i-ejensi i-Apple eyayibambisene nayo ekuqaleni ngemuva kokuthi i-Lemmings commercial kusukela ngo-1985 ingamukelwanga kahle ngumphakathi.
Igalari yezithombe
Phakathi kokunye, umkhankaso we-Think Different wawuhlukile ngoba awuzange usize ukukhuthaza noma yimuphi umkhiqizo othize. Ngokusho kukaSteve Jobs, bekufanele kube ukugujwa komphefumulo we-Apple nokuthi "abantu abadali abanothando bangashintsha umhlaba ube ngcono." Le ntengiso isanda kusakazwa ngesikhathi sombukiso wokuqala waseMelika we-Pixar's Toy Story. Umkhankaso waphela ngo-2002 lapho i-Apple ikhipha i-iMac G4 yayo. Kodwa-ke, i-CEO yamanje yakwa-Apple uTim Cook wathi ngonyaka odlule lokho I-Think Different isagxilile esikweni lebhizinisi.
