Apple is one of the world’s most innovative and influential companies in the world. There has been over 170 million sales worldwide of the iPad alone. It wasn’t always this way.

In the mid nineties, Apple was only known as a manufacturer of personal computers and sales were mid to low.

In 1997 Steve Jobs, who founded Apple with Steve Wozniak returned to the organisation after being ousted a decade previously.

With his return came a new philosophy, a new way of thinking. He challenged the company to think differently.

Steve Jobs commissioned a publicity campaign that would reflect the values and beliefs of Apple.

The campaign which went on to become one of the most successful ever was as follows.

“Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward. While some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do. “ – Apple Inc.

Apple which was only known for personal computers released the iPod music player in 2001, the success of this innovation led to the release of the iTunes Store, the iPhone, the iPad and recently the watch.

Today Apple is a multi-national company with revenue reaching over $180 billion dollars per year. It all started with the courage to think differently.

Steve Jobs dropped out of college. His highest qualification was high school yet he changed the world. Ask yourself, if you decided to think differently what could you achieve?

The pressure is high for leaders to remain the status quo.

The “we’ve always done it this way” mentality is a tempting one because changing your way of thinking presents risk.

Risk in today’s busy work environment is something that not many leaders are prepared to take.

Thinking the same is a safe way to lead people but you will never experience true innovation that only comes when you are willing to challenge the status quo.

It’s this way and only this way that will lead you to greatness. In order to do this you have to follow these three simple rules.

Apple’s change

When Apple decided to embrace a culture of thinking differently they didn’t just change their company, they didn’t just change the computer industry they changed more than that, they changed the world.

If you decide to change your thinking and start chasing your passion then you may not end up changing the world or even your industry but you will be able to change something that is more precious to you.

Think differently and you will change your life.

Mark Wager will be running a series of leadership workshops early 2016 in Suva. For more details email mark@eliteld.co.nz