Apple has always done things differently.

In the 80's, they positioned themselves as anti-establishment. Not just another lemming mindlessly following the crowd.

In the late 90's, they identified with the square pegs being forced to fit in round holes. The misfits.

In the early 2000's, they sold fun. They sold cool.

In recent years, they have gotten increasingly adept at selling moments. Experiences.

This ad is a perfect example of their "way." You don't have specs: hard drive space, processor speed, screen size and the like. You have a moment. They capture your core. They tell stories. And you are left with wanting to be part of something like that.

They sold you on something way more than a device. They sold you on a better way to live. A better story to tell.

Over a decade ago, when everyone else was saying how their MP3 players had a built in radio, they had dancing silhouettes.

They just never got caught up in the "normal way of doing things."

They knew what they existed for. They were never a tech company. They were always far more than a computer company. They were a lifestyle company.

I feel like they are just now really hitting their stride.

There are a ton of other companies that do the same from local coffee shops to wedding photographers.

We all have the same opportunities to elevate what we do.

  • You can run a coffee shop or you can create a community.
  • You can teach a lesson or inspire a mind.
  • You can take a photo or you can capture a story.

Whatever role we find ourselves, take a moment to think about why you do what you do. What if you enhanced that?

When you focus on the wrong things like profits, you make fundamentally different decisions.

There is a way to be extrememly proficient yet incredibly off mission.

  • If you are a pastor, what are you trying to accomplish through your ministry...at the core?
  • If you are a business owner, what are you trying to accomplish through your team...at the core?
  • If you are a coach, what are you trying to accomplish in the lives of your players...at the core?

Allow that core mission to be central. To be the sun in which everything else orbits.

It'll be clearer what is in bounds and what is not. What is critical to the mission and what is a "me too" play.

Sell what you are uniquely positioned and gifted to sell. Sell it well.


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