During the third quarter of the All-American Superbowl in 1984, Apple Computer released a commercial that spoke to the direct truth of why people buy products and services in the first place – Because they believe in what that product/service represents. In our modern era of fast-paced, advertisement-fed and profit-centered business practices; the human touch is becoming increasingly rare.

When Apple released their brilliant “1984” promotion, they had one thing in mind: Setting themselves apart from mainstream business advertising in the form of a message that spoke directly to the heart of its listeners. The video (see below) portrays a state of affairs that is gray, dull, and lacking of free thought, art or imagination. The creative spark of the human mind has been supposedly exterminated, and an entire populace has been transitioned from free-thinking, independent human beings into dull, mindless zombies – All of whom are forced to conform in order to simply survive.

And this is where the point is truly made…

A young woman; wearing vibrant white and red clothing, is seen sprinting through the deafening sound of pure nothingness, through the darkness and lack of feeling – Through the crowds of people who stand idly by, emanating the prisoners that they have become. With a burst of passion, she throws a sledgehammer across the room into the screen of a man that represents this state of affairs – Conformity, lack of passion, death of the human soul, etc.

With a sudden burst of light, all are awakened; and the screen blacks out to an image of the Apple Computer logo and the voice of a narrator announcing the launch of “Macintosh.”

In this video; the masses of people standing idly by and doing nothing except conforming to a wretched and depressing world represent (to me) the modern era of business. An era where profits are seen as the number one priority in every business exchange, and people are thrown to the sidelines in the pursuit of profit rather than people. The woman in vibrant red and white represents Apple Computer – The changemaker, the rebel, the revolutionary! With one sudden burst of light, the entire world would be revolutionized – And it was. 

In a general meeting discussing the Macintosh, Steve Jobs is quoted as saying:

“1981 – Apple II has become the world’s most popular computer, and Apple has grown to a 300 million dollar corporation, becoming the fastest growing company in American business history. With over fifty companies vying for a share, IBM enters the personal computer market in November of 1981, with the IBM PC. 1983. Apple and IBM emerge as the industry’s strongest competitors, with each selling approximately one billion dollars worth of personal computers in 1983. The shakeout is in full swing. The first major personal computer firm goes bankrupt, with others teetering on the brink. Total industry losses for 1983 overshadow even the combined profits of Apple and IBM.It is now 1984. It appears that IBM wants it all. Apple is perceived to be the only hope to offer IBM a run for its money. Dealers, after initially welcoming IBM with open arms, now fear an IBM dominated and controlled future and are turning back to Apple as the only force who can ensure their future freedom.IBM wants it all, and is aiming its guns at its last obstacle to industry control, Apple. Will Big Blue dominate the entire computer industry? The entire information age? Was George Orwell right?”

The legendary sociologist and leadership scholar Simon Sinek once said “Great leaders would never sacrifice the people to save the numbers; they would sooner sacrifice the numbers to save the people.” This is what it truly means to revolutionize an industry based on the idea that great products and great service come from the heart of a company, not the profit margins. 

In 1984, Apple Computer revolutionized the world. In 2019, Reticence Marketing will revolutionize an industry – Not because of our own self interest, but by the growth of our clients and our partners.

Apple Computer started in a garage, Reticence Marketing started in a basement. Companies aren’t valued by their beginnings, but by the great work they do and the way in which they go about it. It’s time to change the way business is done in the 21st century – It should always be about people, not about profits.

Never stop dreaming, never stop believing – #DaretoDream!