In 1997, shortly after Steve Jobs returned to Apple, he realized the company was in much worse shape than he had thought.

He needed to do something to speak to his Apple faithful and invite new users into the fold. At that point, Apple had been a mainstay in creative circles, a small portion of the overall market.

With his advertising team, they created this manifesto to the Apple tribe - Here’s to the crazy ones, speaking to what was unique and quirky among their users.

When you understand who your customers are, you can speak in a way the resonates with just them. You can create your own manifesto, and it will be as if you are reaching through the clutter, tapping them on the shoulder, and inviting them to come along on your journey. 

In our last episode, we discussed what do you want to be know for?

Today’s question takes your branding a step further. Who do you want to be known to?

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