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Don’t Sell. Inspire!
June 21, 2011
By Howard Mann


The imagery is great but the copy is incredible:

“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 and 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 crazy, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.”

This is not a post about or for “Apple Fanboys.”  This is about the power an ad like this had because it inspired those inside of Apple as much as those outside of Apple. To sell by inspiring instead of pressuring. It is about the power writing and storytelling can have to attract a specific type of people to your company while showing everyone in your company why they get up every morning.   

Having a strong sense of purpose is a powerful thing for a business. Maybe the most powerful thing it can have. But it will matter little if you do not find compelling ways to spread the word, live it and prove it.

If you want to start a movement, you need a rallying cry, a megaphone and persistence.

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