Stop talking about the product. Focus on values.
Stop talking about the product. Focus on values.
Steve Jobs’s Think Different campaign from 1997 still resonates today. He understood that in a crowded market, it’s not the specs but the values a brand stands for that make a difference. Jobs never discussed processors or memory. Instead, he honoured visionaries like Gandhi and Einstein. Why? Because people connect with values, not technical details.
Nike does this brilliantly, too. Although they sell shoes, their ads celebrate athleticism and human potential. They don’t mention air soles or cushioning; they highlight athletes’ stories and achievements. Takeaway: Focus on what you believe in, not what you sell. Your brand should communicate a core message that resonates on a deeper level. Think about your brand or business. What values do you stand for? How can you communicate those values effectively?
At Transform Differently, we help businesses uncover and communicate their core values, driving real transformation. Curious how we can help you? Contact me and let’s chat.
