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The Next IQ | Chapter 10 – The Comfort of Ease: We Think What We Know, Not What We Think

"Here's to the crazy ones. The misfits. The rebels. The trouble makers. The round pegs in square holes. The ones who see things differently. They're not fond of rules. And they have no respect for the status quo..." - Think Different, Apple ad 1997

Apple’s “Think Differently” ad won many awards including the 1998 Emmy Award for Best Commercial and the 2000 Grand Effie Award for the most effective campaign in America. The ad turned heads and inspired people globally, but the ad also clarified the subconscious understanding shares in our society that cognitive creativity–thinking–is difficult. If those who think differently are misfits, rebels, troublemakers, and crazy, thinking differently sounds great only if you strive to be labeled in this way. The underlying message in this ad is that most people don’t think differently, thus those who do are likely to be seen as deviants from the norm, albeit deviants who will change the world.

This ad helps us understand that we want to think differently, but at the end of the day, we tend to prefer the ease of thinking in line with others because thinking differently is difficult, and it requires the courage to withstand being labeled a crazy misfit, rebel, or troublemaker.

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Implicit Bias BreakersInnovative CulturesInnovative Teams
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