In 1997, I was twenty five years old. Right around the time you’re trying to make your mark on the world, and find your place in it. At least that’s how it was for me.
I would have thought I was over the trauma of my teens, I’d had enough validation of my worth in some ways as a human, besides, f**k the masses, I don’t want to belong with them.
And along comes this brand, and they tell me this:
“Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.”
And I’m like “that’s me! They’re speaking to me! I don’t fit in. I don’t think like everyone else!”
And just like that, I was an Apple guy. Not a PC guy. Not a Samsung guy. Not because they made better laptops, and then better phones. But because of what they stood for. I felt seen. Understood. wanted to be part of what they stood for.
If we all want to belong, somewhere, all want to be part of something, then as a brand, or a club, a movement or a leader, if you want to be that something, then you have to stand for something.
Thinking differently. Or truth and transparency. Or gender equality. Or human connection.
What do you stand for?