marketing market marketing marketing marketing marketing marketing market
marketing marketing marketing market
marketing marketing marketing market marketing Martin well I mean I also
marketing Martin well I mean I also
marketing Martin well I mean I also think funds should come in to marketing
think funds should come in to marketing
think funds should come in to marketing and they be that there was a an occasion
and they be that there was a an occasion
and they be that there was a an occasion where British Airways decided to sponsor
where British Airways decided to sponsor
where British Airways decided to sponsor the a giant wheel opposite the houses of
the a giant wheel opposite the houses of
the a giant wheel opposite the houses of Commons in London England and and this
Commons in London England and and this
Commons in London England and and this giant wheel was lying flat on the ground
giant wheel was lying flat on the ground
giant wheel was lying flat on the ground and they got all the press together one
and they got all the press together one
and they got all the press together one morning where they were going to lift
morning where they were going to lift
morning where they were going to lift the wheel up and I got a call at about
the wheel up and I got a call at about
the wheel up and I got a call at about 7:00 in the morning say that saying that
7:00 in the morning say that saying that
7:00 in the morning say that saying that BA had technical problems and they
BA had technical problems and they
BA had technical problems and they couldn’t get the wheel up and all the
couldn’t get the wheel up and all the
couldn’t get the wheel up and all the press the world’s press were there
press the world’s press were there
press the world’s press were there waiting we had an airship company so I
waiting we had an airship company so I
waiting we had an airship company so I rang up the airship company and we
rang up the airship company and we
rang up the airship company and we scrambled an airship and and the airship
scrambled an airship and and the airship
scrambled an airship and and the airship went right over the wheel and it had a
went right over the wheel and it had a
went right over the wheel and it had a massive big banner across it which
massive big banner across it which
massive big banner across it which simply said ba can’t get it up and
simply said ba can’t get it up and
simply said ba can’t get it up and anyway we got more coverage around the
anyway we got more coverage around the
anyway we got more coverage around the world for that and I think any any other
world for that and I think any any other
world for that and I think any any other one single thing we’ve done on marketing
one single thing we’ve done on marketing
one single thing we’ve done on marketing generally I mean again I think that that
generally I mean again I think that that
generally I mean again I think that that the cheapest form of marketing is not
the cheapest form of marketing is not
the cheapest form of marketing is not full-page adverts in the press it’s it’s
full-page adverts in the press it’s it’s
full-page adverts in the press it’s it’s free advertising so if you’re up against
free advertising so if you’re up against
free advertising so if you’re up against a big corporation you do need to use
a big corporation you do need to use
a big corporation you do need to use yourself to try to get free advertising
yourself to try to get free advertising
yourself to try to get free advertising and do try to do it in fun ways like
and do try to do it in fun ways like
and do try to do it in fun ways like that so you stand out from the crowd try
that so you stand out from the crowd try
that so you stand out from the crowd try to make sure you you know you end up
to make sure you you know you end up
to make sure you you know you end up doing something that hits the front page
doing something that hits the front page
doing something that hits the front page of the newspapers rather than the back
of the newspapers rather than the back
of the newspapers rather than the back page and but you know you but and you
page and but you know you but and you
page and but you know you but and you know obviously we’ve gone to extreme
know obviously we’ve gone to extreme
know obviously we’ve gone to extreme lengths to try to you know put virgin on
lengths to try to you know put virgin on
lengths to try to you know put virgin on the map you know whether it’s trying to
the map you know whether it’s trying to
the map you know whether it’s trying to be the first across the Atlantic in a
be the first across the Atlantic in a
be the first across the Atlantic in a hot-air balloon or the Pacific in a
hot-air balloon or the Pacific in a
hot-air balloon or the Pacific in a hot-air balloon or and you know but and
hot-air balloon or and you know but and
hot-air balloon or and you know but and you know but it but it did help I think
you know but it but it did help I think
you know but it but it did help I think you know great the Virgin brand make it
you know great the Virgin brand make it
you know great the Virgin brand make it a fun brand and and a brand that people
a fun brand and and a brand that people
a fun brand and and a brand that people could identify with take time to study
could identify with take time to study
could identify with take time to study good direct respond
good direct respond
good direct respond take time to for instance maybe develop
take time to for instance maybe develop
take time to for instance maybe develop a swipe file so one of the things that I
a swipe file so one of the things that I
a swipe file so one of the things that I did four years is any time I bought
did four years is any time I bought
did four years is any time I bought something I would identify the ad the
something I would identify the ad the
something I would identify the ad the phone call the print ad the the offer
phone call the print ad the the offer
phone call the print ad the the offer whatever it was that made me decide to
whatever it was that made me decide to
whatever it was that made me decide to buy it and I would either cut it out or
buy it and I would either cut it out or
buy it and I would either cut it out or record it put it into Evernote whatever
record it put it into Evernote whatever
record it put it into Evernote whatever it might be and save it so I had a
it might be and save it so I had a
it might be and save it so I had a record of everything that I bought and
record of everything that I bought and
record of everything that I bought and why I bought it and then I could go back
why I bought it and then I could go back
why I bought it and then I could go back and review it and I’d be like oh looks
and review it and I’d be like oh looks
and review it and I’d be like oh looks like I fell for this this and this not
like I fell for this this and this not
like I fell for this this and this not the bad way it looks like this tipped me
the bad way it looks like this tipped me
the bad way it looks like this tipped me from or not interested – yeah I’ll spend
from or not interested – yeah I’ll spend
from or not interested – yeah I’ll spend five fifty five hundred five thousand
five fifty five hundred five thousand
five fifty five hundred five thousand dollars on that yeah I save all that
dollars on that yeah I save all that
dollars on that yeah I save all that everything that works in sales has been
everything that works in sales has been
everything that works in sales has been done already you do not need to reinvent
done already you do not need to reinvent
done already you do not need to reinvent the wheel so just keep track of the crap
the wheel so just keep track of the crap
the wheel so just keep track of the crap that you buy or the awesome stuff that
that you buy or the awesome stuff that
that you buy or the awesome stuff that you buy and decide what was the trigger
you buy and decide what was the trigger
you buy and decide what was the trigger what push me over the edge and then just
what push me over the edge and then just
what push me over the edge and then just sell the people like you that’s what I
sell the people like you that’s what I
sell the people like you that’s what I do it’s really easy
do it’s really easy
do it’s really easy people are like who’s your market I
people are like who’s your market I
people are like who’s your market I might well you know I’m a 30-something
might well you know I’m a 30-something
might well you know I’m a 30-something asset-based tech savvy male so why don’t
asset-based tech savvy male so why don’t
asset-based tech savvy male so why don’t I just solve those people and it’s a lot
I just solve those people and it’s a lot
I just solve those people and it’s a lot easier than trying to guess so let me
easier than trying to guess so let me
easier than trying to guess so let me tell you about my introduction of
tell you about my introduction of
tell you about my introduction of network marketing because I had a very
network marketing because I had a very
network marketing because I had a very close mind to it since I can build my
close mind to it since I can build my
close mind to it since I can build my own businesses I said why do I need a
own businesses I said why do I need a
own businesses I said why do I need a network marketing business but about 15
network marketing business but about 15
network marketing business but about 15 years ago I have a good friend his name
years ago I have a good friend his name
years ago I have a good friend his name is Bill and this guy is the best real
is Bill and this guy is the best real
is Bill and this guy is the best real estate investor I know he has tons of
estate investor I know he has tons of
estate investor I know he has tons of assets in here so I said bill why did
assets in here so I said bill why did
assets in here so I said bill why did you start a network marketing business
you start a network marketing business
you start a network marketing business and his simple sense was very simple he
and his simple sense was very simple he
and his simple sense was very simple he says it’s my way of helping people but
says it’s my way of helping people but
says it’s my way of helping people but more importantly he says the reason most
more importantly he says the reason most
more importantly he says the reason most people can’t invest in real estate is
people can’t invest in real estate is
people can’t invest in real estate is because they don’t have a business they
because they don’t have a business they
because they don’t have a business they don’t make enough money simply because
don’t make enough money simply because
don’t make enough money simply because taxes debt inflation and retirement
taxes debt inflation and retirement
taxes debt inflation and retirement savings are killing them they cannot
savings are killing them they cannot
savings are killing them they cannot even invest so my friend bill who was a
even invest so my friend bill who was a
even invest so my friend bill who was a professional real estate entrepreneur he
professional real estate entrepreneur he
professional real estate entrepreneur he says I started a network marketing
says I started a network marketing
says I started a network marketing business so the people that worked with
business so the people that worked with
business so the people that worked with me could start their own business and
me could start their own business and
me could start their own business and then invest money with him so with that
then invest money with him so with that
then invest money with him so with that I realized then that network marketing
I realized then that network marketing
I realized then that network marketing wasn’t about making money but it was
wasn’t about making money but it was
wasn’t about making money but it was about helping people to hell
about helping people to hell
about helping people to hell other people make money so they become
other people make money so they become
other people make money so they become financially free so the beauty of
financially free so the beauty of
financially free so the beauty of network marketing I said like it’s very
network marketing I said like it’s very
network marketing I said like it’s very low entry point doesn’t take much money
low entry point doesn’t take much money
low entry point doesn’t take much money you can do it part-time and where you
you can do it part-time and where you
you can do it part-time and where you profit is in most big corporations is
profit is in most big corporations is
profit is in most big corporations is they spend millions sometimes billions
they spend millions sometimes billions
they spend millions sometimes billions of dollars in advertising so runners
of dollars in advertising so runners
of dollars in advertising so runners give that money to advertisers Network
give that money to advertisers Network
give that money to advertisers Network market depends on building a network is
market depends on building a network is
market depends on building a network is called word of mouth like you recommend
called word of mouth like you recommend
called word of mouth like you recommend a movie to a best friend
a movie to a best friend
a movie to a best friend so really the reason I support network
so really the reason I support network
so really the reason I support network marketing because it’s not about selling
marketing because it’s not about selling
marketing because it’s not about selling it’s about people helping people build
it’s about people helping people build
it’s about people helping people build assets in the asset columns becoming
assets in the asset columns becoming
assets in the asset columns becoming business owners and then becoming
business owners and then becoming
business owners and then becoming investors but I believe very strongly
investors but I believe very strongly
investors but I believe very strongly that we could build a different kind of
that we could build a different kind of
that we could build a different kind of company I never believed never I think
company I never believed never I think
company I never believed never I think it would have been arrogant to believe
it would have been arrogant to believe
it would have been arrogant to believe that we could have a thousand 2,000 or
that we could have a thousand 2,000 or
that we could have a thousand 2,000 or 7,500 stores in the US and around the
7,500 stores in the US and around the
7,500 stores in the US and around the world but something really magical
world but something really magical
world but something really magical started happening and it started
started happening and it started
started happening and it started happening as a result of not advertising
happening as a result of not advertising
happening as a result of not advertising or conventional consumer classical
or conventional consumer classical
or conventional consumer classical marketing the fact is that Starbucks
marketing the fact is that Starbucks
marketing the fact is that Starbucks spends very little on traditional
spends very little on traditional
spends very little on traditional advertising it started happening because
advertising it started happening because
advertising it started happening because we demonstrated to ourselves and now the
we demonstrated to ourselves and now the
we demonstrated to ourselves and now the world that to build an enduring
world that to build an enduring
world that to build an enduring sustainable long-term business and
sustainable long-term business and
sustainable long-term business and consumer brand it’s not about fancy
consumer brand it’s not about fancy
consumer brand it’s not about fancy marketing it’s about establishing a very
marketing it’s about establishing a very
marketing it’s about establishing a very powerful and unusual emotional
powerful and unusual emotional
powerful and unusual emotional relationship with the customer so our
relationship with the customer so our
relationship with the customer so our whole philosophy is let’s take most of
whole philosophy is let’s take most of
whole philosophy is let’s take most of the money that we would have spent on
the money that we would have spent on
the money that we would have spent on paid advertising or paid marketing and
paid advertising or paid marketing and
paid advertising or paid marketing and rather than buy our exposure instead
rather than buy our exposure instead
rather than buy our exposure instead let’s invest it into customer service
let’s invest it into customer service
let’s invest it into customer service and the customer experience and let our
and the customer experience and let our
and the customer experience and let our customers do the marketing for us
customers do the marketing for us
customers do the marketing for us through word-of-mouth
through word-of-mouth
through word-of-mouth on any given day about 75% of our orders
on any given day about 75% of our orders
on any given day about 75% of our orders are from repeat customers and we
are from repeat customers and we
are from repeat customers and we basically grew from no sales in 1999 to
basically grew from no sales in 1999 to
basically grew from no sales in 1999 to in 2008 was the first year where we hit
in 2008 was the first year where we hit
in 2008 was the first year where we hit a billion dollars in gross merchandise
a billion dollars in gross merchandise
a billion dollars in gross merchandise sales and actually even despite the bad
sales and actually even despite the bad
sales and actually even despite the bad economy we’ve actually continued to grow
economy we’ve actually continued to grow
economy we’ve actually continued to grow over the last two years in fact our net
over the last two years in fact our net
over the last two years in fact our net sales we’re q1 this year we’re up almost
sales we’re q1 this year we’re up almost
sales we’re q1 this year we’re up almost 50
50
50 percent year-over-year and people ask us
percent year-over-year and people ask us
percent year-over-year and people ask us what do we do differently over the last
what do we do differently over the last
what do we do differently over the last 24 months and it’s actually we actually
24 months and it’s actually we actually
24 months and it’s actually we actually didn’t do anything differently and it’s
didn’t do anything differently and it’s
didn’t do anything differently and it’s not because of anything we did over the
not because of anything we did over the
not because of anything we did over the past two years it’s because of all the
past two years it’s because of all the
past two years it’s because of all the investment we made prior to that that we
investment we made prior to that that we
investment we made prior to that that we continue to grow because of the loyalty
continue to grow because of the loyalty
continue to grow because of the loyalty of our customers and the number one
of our customers and the number one
of our customers and the number one driver of all that growth is through
driver of all that growth is through
driver of all that growth is through repeat customers and word-of-mouth and
repeat customers and word-of-mouth and
repeat customers and word-of-mouth and but PayPal is really a case of of where
but PayPal is really a case of of where
but PayPal is really a case of of where the whole viral marketing it’s really a
the whole viral marketing it’s really a
the whole viral marketing it’s really a perfect case example of viral marketing
perfect case example of viral marketing
perfect case example of viral marketing like hotmail was where one one one
like hotmail was where one one one
like hotmail was where one one one customer would essentially act as a
customer would essentially act as a
customer would essentially act as a salesperson for you for all the bringing
salesperson for you for all the bringing
salesperson for you for all the bringing and other customers so they would send
and other customers so they would send
and other customers so they would send money to a friend and essentially
money to a friend and essentially
money to a friend and essentially recruit that friend into the network and
recruit that friend into the network and
recruit that friend into the network and so you had this exponential growth the
so you had this exponential growth the
so you had this exponential growth the more customers you have the faster it
more customers you have the faster it
more customers you have the faster it grew so you like bacteria in a petri
grew so you like bacteria in a petri
grew so you like bacteria in a petri dish it just goes like does this S curve
dish it just goes like does this S curve
dish it just goes like does this S curve and in fact I ran PayPal for about the
and in fact I ran PayPal for about the
and in fact I ran PayPal for about the first two years of its existence and we
first two years of its existence and we
first two years of its existence and we launched after year one and by the end
launched after year one and by the end
launched after year one and by the end of year two we had a million customers
of year two we had a million customers
of year two we had a million customers so gives you an exact you know to could
so gives you an exact you know to could
so gives you an exact you know to could you sense for how fast things things
you sense for how fast things things
you sense for how fast things things grow in that scenario we were and we
grow in that scenario we were and we
grow in that scenario we were and we didn’t have a Salesforce where we
didn’t have a Salesforce where we
didn’t have a Salesforce where we actually didn’t have VP of Sales we
actually didn’t have VP of Sales we
actually didn’t have VP of Sales we didn’t have a VP of Marketing and we
didn’t have a VP of Marketing and we
didn’t have a VP of Marketing and we didn’t spend any money on advertising
didn’t spend any money on advertising
didn’t spend any money on advertising most people think marketing is a task
most people think marketing is a task
most people think marketing is a task neither science nor an art it’s a task
neither science nor an art it’s a task
neither science nor an art it’s a task where someone gives you an average
where someone gives you an average
where someone gives you an average product for average people and your job
product for average people and your job
product for average people and your job is to hype it and spin it and promote it
is to hype it and spin it and promote it
is to hype it and spin it and promote it and advertise it so that the masses will
and advertise it so that the masses will
and advertise it so that the masses will buy and I’m not buying that I think that
buy and I’m not buying that I think that
buy and I’m not buying that I think that marketing is the art of making something
marketing is the art of making something
marketing is the art of making something that people want to talk about of
that people want to talk about of
that people want to talk about of producing something that people want to
producing something that people want to
producing something that people want to engage in so marketers have to move
engage in so marketers have to move
engage in so marketers have to move upstream now we have to stop being the
upstream now we have to stop being the
upstream now we have to stop being the last step in the process and start being
last step in the process and start being
last step in the process and start being the first step for starting as we know
the first step for starting as we know
the first step for starting as we know we have a darn good product but if we
we have a darn good product but if we
we have a darn good product but if we take the time with ourselves and our
take the time with ourselves and our
take the time with ourselves and our staff to go in there and tell them all
staff to go in there and tell them all
staff to go in there and tell them all the ways to use it and reassure them not
the ways to use it and reassure them not
the ways to use it and reassure them not only a good product
only a good product
only a good product here’s how you use it to create a good
here’s how you use it to create a good
here’s how you use it to create a good salon experience or the consumer when
salon experience or the consumer when
salon experience or the consumer when you take it home to keep your hair the
you take it home to keep your hair the
you take it home to keep your hair the same in between visits you fill a need
same in between visits you fill a need
same in between visits you fill a need in the marketplace one there’s the need
in the marketplace one there’s the need
in the marketplace one there’s the need of course to buy a product or another
of course to buy a product or another
of course to buy a product or another product but the next one is you must
product but the next one is you must
product but the next one is you must constantly remind them how to use it
constantly remind them how to use it
constantly remind them how to use it properly which makes you a little
properly which makes you a little
properly which makes you a little different now granted maybe there’s
different now granted maybe there’s
different now granted maybe there’s another one use the same way but nobody
another one use the same way but nobody
another one use the same way but nobody told them we’re amazing times when
told them we’re amazing times when
told them we’re amazing times when people are using some of our finest
people are using some of our finest
people are using some of our finest products and didn’t know there’s other
products and didn’t know there’s other
products and didn’t know there’s other ways to use it also it’s through
ways to use it also it’s through
ways to use it also it’s through education must constantly reinforce the
education must constantly reinforce the
education must constantly reinforce the education why it’s so good that’s the
education why it’s so good that’s the
education why it’s so good that’s the thing right like you said you know a lot
thing right like you said you know a lot
thing right like you said you know a lot of artists just have MySpace and just
of artists just have MySpace and just
of artists just have MySpace and just have you know a couple songs and don’t
have you know a couple songs and don’t
have you know a couple songs and don’t have them what website don’t have
have them what website don’t have
have them what website don’t have marketing don’t have anything and then
marketing don’t have anything and then
marketing don’t have anything and then they get disappointed when they only
they get disappointed when they only
they get disappointed when they only sell like 70 records you know and it’s
sell like 70 records you know and it’s
sell like 70 records you know and it’s like you got to understand that this is
like you got to understand that this is
like you got to understand that this is about marketing like this whole thing is
about marketing like this whole thing is
about marketing like this whole thing is about marketing it’s about your image
about marketing it’s about your image
about marketing it’s about your image it’s about your story you got to be
it’s about your story you got to be
it’s about your story you got to be appealing to people and if you’re going
appealing to people and if you’re going
appealing to people and if you’re going to release a record in Canada you have
to release a record in Canada you have
to release a record in Canada you have to do something that nobody else has
to do something that nobody else has
to do something that nobody else has done or else there’s no point that’s how
done or else there’s no point that’s how
done or else there’s no point that’s how I see it to me marketing is about values
I see it to me marketing is about values
I see it to me marketing is about values this is a very complicated world it’s a
this is a very complicated world it’s a
this is a very complicated world it’s a very noisy world and we’re not going to
very noisy world and we’re not going to
very noisy world and we’re not going to get a chance to get people to remember
get a chance to get people to remember
get a chance to get people to remember much about us no company is and so we
much about us no company is and so we
much about us no company is and so we have to be really clear on what we want
have to be really clear on what we want
have to be really clear on what we want them to know about us now appala
them to know about us now appala
them to know about us now appala fortunately is one of the half-a-dozen
fortunately is one of the half-a-dozen
fortunately is one of the half-a-dozen best brands in the whole world right up
best brands in the whole world right up
best brands in the whole world right up there with Nike Disney Coke Sony it is
there with Nike Disney Coke Sony it is
there with Nike Disney Coke Sony it is one of the greats of the greats not just
one of the greats of the greats not just
one of the greats of the greats not just in this country but all around the globe
in this country but all around the globe
in this country but all around the globe and but even a great brand needs
and but even a great brand needs
and but even a great brand needs investment and caring if it’s going to
investment and caring if it’s going to
investment and caring if it’s going to retain its relevance and vitality and
retain its relevance and vitality and
retain its relevance and vitality and the Apple brand has clearly suffered
the Apple brand has clearly suffered
the Apple brand has clearly suffered from neglect in this area in the last
from neglect in this area in the last
from neglect in this area in the last few years and we need to bring it back
few years and we need to bring it back
few years and we need to bring it back the way to do that
the way to do that
the way to do that is not to talk about speeds and Z’s it’s
is not to talk about speeds and Z’s it’s
is not to talk about speeds and Z’s it’s not to talk about MIPS and megahertz
not to talk about MIPS and megahertz
not to talk about MIPS and megahertz it’s not to talk about why you’re better
it’s not to talk about why you’re better
it’s not to talk about why you’re better than Windows the dairy industry tried
than Windows the dairy industry tried
than Windows the dairy industry tried for 20 years to convince you that milk
for 20 years to convince you that milk
for 20 years to convince you that milk was good for you the lie but they tried
was good for you the lie but they tried
was good for you the lie but they tried anyway and the sales were going like
anyway and the sales were going like
anyway and the sales were going like this and then they tried got milk and
this and then they tried got milk and
this and then they tried got milk and the sales are going like this God not
the sales are going like this God not
the sales are going like this God not the thing to talk about apart method
the thing to talk about apart method
the thing to talk about apart method that focuses on the absence of the
that focuses on the absence of the
that focuses on the absence of the product but but but the best example of
product but but but the best example of
product but but but the best example of all and and one of the greatest jobs of
all and and one of the greatest jobs of
all and and one of the greatest jobs of of marketing and though if the universe
of marketing and though if the universe
of marketing and though if the universe has ever seen is Nike remember Nike
has ever seen is Nike remember Nike
has ever seen is Nike remember Nike sells a commodity they sell shoes and
sells a commodity they sell shoes and
sells a commodity they sell shoes and yet when you think of Nike you feel
yet when you think of Nike you feel
yet when you think of Nike you feel something different than a shoe company
something different than a shoe company
something different than a shoe company and their ads as you know they don’t
and their ads as you know they don’t
and their ads as you know they don’t ever talk about the closet they don’t
ever talk about the closet they don’t
ever talk about the closet they don’t ever tell you about their soils and
ever tell you about their soils and
ever tell you about their soils and weather better than Reebok their souls
weather better than Reebok their souls
weather better than Reebok their souls with Nike doing their advertising they
with Nike doing their advertising they
with Nike doing their advertising they they honor great athletes and they honor
they honor great athletes and they honor
they honor great athletes and they honor great athletics that’s who they are
great athletics that’s who they are
great athletics that’s who they are that’s what they are about Apple spend a
that’s what they are about Apple spend a
that’s what they are about Apple spend a fortune on advertising you’d never know
fortune on advertising you’d never know
fortune on advertising you’d never know it you’ve never known so when I got here
it you’ve never known so when I got here
it you’ve never known so when I got here you appaled aspired their agency we’re
you appaled aspired their agency we’re
you appaled aspired their agency we’re doing a competition with 23 agencies
doing a competition with 23 agencies
doing a competition with 23 agencies that you know for news remember pick one
that you know for news remember pick one
that you know for news remember pick one and we blew that up and we we hired
and we blew that up and we we hired
and we blew that up and we we hired Shaddai the idea j’en see that I was
Shaddai the idea j’en see that I was
Shaddai the idea j’en see that I was fortunate to work with years ago we
fortunate to work with years ago we
fortunate to work with years ago we created some award-winning work
created some award-winning work
created some award-winning work including the commercial voted the best
including the commercial voted the best
including the commercial voted the best Adam of May of 1984 by advertising
Adam of May of 1984 by advertising
Adam of May of 1984 by advertising professionals and we started working
professionals and we started working
professionals and we started working about eight weeks ago and what was the
about eight weeks ago and what was the
about eight weeks ago and what was the question they asked was our customers
question they asked was our customers
question they asked was our customers want to know who is Apple and what is it
want to know who is Apple and what is it
want to know who is Apple and what is it that we stand for where do we fit in
that we stand for where do we fit in
that we stand for where do we fit in this world and
what we’re about isn’t making boxes for
what we’re about isn’t making boxes for people to get their job done although we
people to get their job done although we
people to get their job done although we do that well we do that better than
do that well we do that better than
do that well we do that better than almost anybody in some cases but apples
almost anybody in some cases but apples
almost anybody in some cases but apples about something more than that Apple at
about something more than that Apple at
about something more than that Apple at the core its core value is that we
the core its core value is that we
the core its core value is that we believe that people his passion can
believe that people his passion can
believe that people his passion can change the world for the better
change the world for the better
change the world for the better that’s what we believe and we have the
that’s what we believe and we have the
that’s what we believe and we have the opportunity to work with people like
opportunity to work with people like
opportunity to work with people like that we’ve had an opportunity work with
that we’ve had an opportunity work with
that we’ve had an opportunity work with people like you with software developers
people like you with software developers
people like you with software developers with customers who have done it in some
with customers who have done it in some
with customers who have done it in some big and some small ways and we believe
big and some small ways and we believe
big and some small ways and we believe that in this world people can change it
that in this world people can change it
that in this world people can change it for the better and that those people
for the better and that those people
for the better and that those people that are crazy enough to think they can
that are crazy enough to think they can
that are crazy enough to think they can change the world are the ones that
change the world are the ones that
change the world are the ones that actually do and so what we’re going to
actually do and so what we’re going to
actually do and so what we’re going to do in our first brand marketing campaign
do in our first brand marketing campaign
do in our first brand marketing campaign in several years is to is to get back to
in several years is to is to get back to
in several years is to is to get back to that core value a lot of things have
that core value a lot of things have
that core value a lot of things have changed the markets a totally different
changed the markets a totally different
changed the markets a totally different place than it was a decade ago and
place than it was a decade ago and
place than it was a decade ago and apples totally different in Apple’s
apples totally different in Apple’s
apples totally different in Apple’s placing it it’s totally different and
placing it it’s totally different and
placing it it’s totally different and believe me the products and the
believe me the products and the
believe me the products and the distribution strategy and manufacturing
distribution strategy and manufacturing
distribution strategy and manufacturing are totally different and we understand
are totally different and we understand
are totally different and we understand that but values and core values those
that but values and core values those
that but values and core values those things shouldn’t change the things that
things shouldn’t change the things that
things shouldn’t change the things that Apple believed in at its core are the
Apple believed in at its core are the
Apple believed in at its core are the same things that Apple really stands for
same things that Apple really stands for
same things that Apple really stands for today and so we wanted to find a way to
today and so we wanted to find a way to
today and so we wanted to find a way to communicate this and what we have is
communicate this and what we have is
communicate this and what we have is something that I am I’m very moved by it
something that I am I’m very moved by it
something that I am I’m very moved by it honors those people who have changed the
honors those people who have changed the
honors those people who have changed the world some of them are living some of
world some of them are living some of
world some of them are living some of them are not
them are not
them are not but the ones that aren’t as you’ll see
but the ones that aren’t as you’ll see
but the ones that aren’t as you’ll see you know that if they ever use the
you know that if they ever use the
you know that if they ever use the computer it would have been maxed and
the theme of the campaign is think
the theme of the campaign is think difference if the people honoring the
difference if the people honoring the
difference if the people honoring the people who think difference and who made
people who think difference and who made
people who think difference and who made this world forward and it’s it is what
this world forward and it’s it is what
this world forward and it’s it is what we are about it touches the soil of this
we are about it touches the soil of this
we are about it touches the soil of this company so I’m gonna go ahead and roll
company so I’m gonna go ahead and roll
company so I’m gonna go ahead and roll it and I hope that you feel the same way
it and I hope that you feel the same way
it and I hope that you feel the same way about it I do years to the crazy ones
about it I do years to the crazy ones
about it I do years to the crazy ones misfits rebels troublemakers round pegs
misfits rebels troublemakers round pegs
misfits rebels troublemakers round pegs in the square holes
in the square holes
in the square holes once you can see things
once you can see things
once you can see things then I found who
then I found who
then I found who they have no respect in status quo you
they have no respect in status quo you
they have no respect in status quo you can quote them disagree with them
can quote them disagree with them
can quote them disagree with them glorify or vilify them about the only
glorify or vilify them about the only
glorify or vilify them about the only thing you can’t do
they change things human race forward
they change things human race forward and while some may see them as the crazy
and while some may see them as the crazy
and while some may see them as the crazy ones we see genius because the people
ones we see genius because the people
ones we see genius because the people who are crazy enough to think they can
who are crazy enough to think they can
who are crazy enough to think they can change the world the ones who do
thank you so much for watching let us
thank you so much for watching let us know which of the clips you found most
know which of the clips you found most
know which of the clips you found most interesting by leaving a comment below
interesting by leaving a comment below
interesting by leaving a comment below that’s it
that’s it
that’s it continue to believe and we’ll see you
continue to believe and we’ll see you
continue to believe and we’ll see you soon
”
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