… this is a very complicated world, it is a very noisy world and we are not going to get a chance to get people to remember much about us.”
Introducing the “Think Different” campaign, what Steve Jobs said in 1997 is still valid today. But values that cut through the noise are not imagined in a workshop… they come from within the company.
To avoid vague terms that could mean anything and nothing, look back into the past for inspiration:
• A great achievement: What qualities lead to success?
• A difficult conflict: What was essential to find a solution?
• An act against the company’s interests: What made you do it?
Together with your team, try to look for patterns and similarities.
