What are you doing to think different

One of my favorite ad campaigns has to be Apple’s “Think Different” slogan and the TV ad they created back in 1997 which looking back was the start of a very pivotal time in their company. As many of you know the start of the 90’s were not good years for Apple, they were taking huge losses and really on the brink of going under. They had some great fast desktops but were only geared towards people in the creative business not ordinary consumers. Then in a strange twist of fate, Apple bought NeXt, a software company started by the old head of Apple Steve Jobs. Upon Jobs return some major change happened, they created the iMac in multiple colors that spoke to the everyday consumer. It was a computer that not only ran great but had a beautiful design to the case of the computer as well as the traditional attention to detail in the Mac OS system. This started them back on the road to profit. And now today, after a few more innovative products Apple is one of the top leaders in the tech industry.

So how can we apply this to our photography businesses? What I think really set Apple apart was they really took this “Think Different” slogan to heart. Before the iMac computers came in beige boxes. Companies focuses on what was inside the computer and didn’t have any care about the design of the box itself, or the keyboard or mouse. Those were just tools that people used to run the computer but what mattered most in their minds was the function of the machine. Apple took their slogan and started to think differently about the outside design of the computer as well as the inside design. So the question is how can we as photographers Think Different? What can we offer our Client that is unique, something totally new and fresh? It doesn’t have to be a new product either it can be how you approach your customer service different. Maybe your marketing plans and having those be something totally unique and different. The main point is taking that step out and doing something that has never been done before.

I have always tried to think of new ways to reach brides and as technology changes how I can apply that to my business. Lately I do have to admit that I have been slacking a little bit on this end. I have let the busyness of work and everything else get in the way of setting aside time to think creatively about my business. So as today is the last day of July I am going to commit time in August to sit down and think of some things I might be able to change about my business. I’ll report back at the end of August what I have come up with and at least one thing that I can do different with my photography. And I challenge you do to the same. Block off some time in August to just sit and think, write down all of your ideas and we will share them at the end of the month.

If you already have something that you do in your business that is totally unique and different let us know! Leave a comment below to help share your ideas and inspire others.

To end this post here is a photo of that first iMac and Apple’s “Crazy Ones” TV ad.

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Author: Mark

Mark is a fine art wedding and portrait photographer from Northern California. He has been passionate about photography since childhood and started his studio 12 years ago to bring a fresh style of photography to the wedding and portrait world.

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1 Comment

  1. Great article 🙂 That’s so true. What Apple brings to the computing world is … Great marketing 🙂 As a photographer, we can definitely learn from Apple 🙂


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