All Apple’s advertising and communications, their products, partnerships, their packaging, their store design, they are all WHATs to Apple’s WHY, proof that they actively challenge status quo thinking to empower the individual. Ever notice that their advertising never shows groups enjoying their products? Always individuals. Their Think Different c

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Apple encourages big thinking but small everything else.

We call it a belief system because it's more than a collection of values. It's how we see the world and what is missing.

1. Make stuff you use every day —it makes for a better life.


2. Make it better —do less if you need to.


3. Nothing is finished —everything can be rethought.


4. Think small —make one small part of the world as it should be.


5. Slow down —put in

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