Substitute Apple for politics for a similar result. Apple’s marketing teams have at all times been good at doing this, from that iconic “1984” ad to the Think Different campaign that marked the resurrection of Apple to the lovable recent “Critter” ads. Apple has at all times tried to define its story before you do. Shortly after Jobs returned, the corporate rolled out the Think Different ads series. (Here’s the ad, read by Steve Jobs. “The people crazy enough to think they’ll change the world are those who do.”)
The iMac
The seminal moment in Apple’s recovery story is inarguably the introduction of the iMac in 1998. Jobs had been working at Apple because the “iCEO” for 10 months by then, as a part of the NeXT acquisition that gave us macOS. The iMac captured global attention, put the corporate back into the zeitgeist, and have become the inspiration for the most important corporate turnaround in history. He was mistaken concerning the mouse, but he got the remaining right. (He was also right about Wi-Fi, and introduced with the iBook, which Apple called “iMac to go,” a yr later).
You should lick it
Apple launched NeXT in March 2001, except it wasn’t called NeXT, had been heavily improved, and was launched as Mac OS X. On the time, Jobs said, “While you see it, you desire to lick it,” pointing to its hideously attractive Aqua interface. I used to be at a launch event that had Apple fans beating on the windows. “I needed to be here, it’s an historic moment – I eat, breathe, and sleep Mac,” one fan told me. Within the many years since, OS X has formed the OS heart that beats inside all Apple products, from the Apple Watch to Mac, the iPad to iPhone, even Vision Pro. (A few of those products may seem lickable.)