Here’s to the Crazy Ones


As many of you know, MacBU celebrated our own 10 year anniversary earlier this year. As you may also be aware, we’re also celebrating the 10 year anniversary of the Apple “Think Different” advertising campaign which debuted September 28, 1997.


You know when you’ve stumbled into MacBU territory at Microsoft because of all the Think Different posters on the walls. We’ve really got quite a collection, including Alfred Hitchcock, Maria Callas, Frank Sinatra, Bob Dylan, Miles Davis, Amelia Earhart, Richard Feynman, and many others. Many of these framed originals greet us every day, and some have become like old friends – a welcome part of our daily experience.


We recently surveyed MacBU team members for their thoughts about the various Think Different campaign posters that we share. Here are some of our responses.


Albert Einstein



  • A patent clerk defining space and time, that’s “Thinking Different”
  • He really thought outside of the box and didn’t care what others thought about his ideas.
  • Who better than Einstein to represent Thinking Different — he changed the face of science with thought experiments and equations rolling through his consciousness. He’s also cuddly.

Mohandas Gandhi



  • How can one not be inspired by Gandhi? I don’t know what to say about him that won’t sound trite, but I’ll try anyway. When I look at a picture of him, and think about what he accomplished and equally important how he accomplished it, I’m inspired and moved.
  • Gandhi didn’t just verbalize or write about his different way of life, he lived it. That’s something very different indeed. He’s life inspires me.
  • Making revolution against tyranny is hardly a new idea. But to lead a revolution with non-violence showed that Gandhi could Think Different and by doing so, change the destiny of nations.
  • This poster welcomes me every morning I walk into the building. The simple and quiet way Gandhi is reading/writing his thoughts, being focused — tunes me in for the rest of the day.

Pablo Picasso



  • There are some many great “Think Different” posters, but I like the Picasso one for the way he has impacted the Art world. There have been a variety of art styles, but Picasso really had a pretty different way of approaching art.

Lucy & Desi



  • They set such a new trend in comedy and entertainment that lead in a positive way to more fun and enjoyment as other comedians followed that lead. Very creative, revolutionary, enjoyable.

Jackie Robinson



  • It’s the rock solid handshake. No doubt in my mind, no matter what’s happening on the field or off, those two are teammates. Considering the social climate of that time and place, that really is thinking different.

Jim Henson & Kermit



  • Jim Henson completely re-defined puppetry as people knew it and changed it from something just to amuse small children into an entertainment form that was enjoyable for all ages.
  • Jim Henson was a modern genius in the field of looking at things from the ‘wrong’ angle. His earliest attempts at entertainment came in the form of hostile and aggressive advertising. His work with the Muppets over the years has tackled social issues in manners that could be termed subversive. But everything was always done with a smile of innocence and honesty. The poster for Think Different is one of the rare pictures of Jim with his alter ego, Kermit. The voice that challenged racism, “It’s not easy being green.” There is timelessness to the photo that reminds us all that any answer can be the right one.

And finally, a small homage to the last 10 years of thinking different and many more years to come.

                         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. And while some 
    may see them as the crazy ones, we see g-
     enius. Because the people who are crazy
      enough to think they can change the
       world are the        ones who do.

Comments (23)

  1. exchange says:

    give me a break with the fluff piece and hook us up with the exchange, yo!

  2. Can we see some pictures?

  3. The famous ‘Think Different’ ad campaign launched ten years ago today.

  4. Today is the tenth anniversary of Apple's famous 'Think Different' ad campaign. We've

  5. MacUser says:

    how long did it take to write this tribute?  Get back to coding and get office 2008 out!

  6. Adam says:

    But where is windows live messenger for mac 7. with games, video, audio,nudge and many more features?

  7. Enterprise Mac User says:

    Post title: "Here’s to the Crazy Ones" – isn’t that funny? It appears that the Mac BU is the "crazy one". Gimmie an Outlook for the Mac and bring the Ribbon completely in Office 08!

  8. Doc G says:

    I for one enjoyed reading your blog "Here’s to the Crazy Ones". For those responding critics to this post I share  . . .  

    Quotes from Albert Einstein:

    "Imagination is everything. It is the preview of life’s coming attractions."

    "I am enough of an artist to draw freely upon my

    imagination. Imagination is more important than

    knowledge. Knowledge is limited. Imagination encircles the world."

    "Concern for man and his fate must always form the chief interest of all technical endeavors. Never forget this in the midst of your diagrams and equations."

    "He who can no longer pause to wonder and stand rapt in awe, is as good as dead; his eyes are closed."

    Doc G

  9. R.J. Gravel says:

    Question:

    What is Microsoft doing to better integrate the iPhone into Entourage?

    R.J. Gravel

  10. Steve Setzer says:

    You know, taking a break from coding to remember what’s important is very much the Macintosh way.

    Thanks, MacBU.

  11. notsofatjames says:

    it s good to see that the MacBU are as passionate about apple computers as much of the apple fan-base are. Hopefully they see what we like from macs, and try to implement that in the products they make. I like these posts that show how things really are inside the BU.

  12. Francesco says:

    Whoa, much negative energy here in the comments. I’ll say: Happy anniversary! I’m sure Office 2008 is "thought different" :)

  13. Jason says:

    it’s good to hear some pleasure coming from your work… and i’m glad everyone’s ignoring all the jerks who are nothing more than caustic little children waiting for a new toy to come out.

  14. eponymous coward says:

    Wow. A lot of the blog commenters around here sure like to drink Haterade.

  15. Dude says:

    Friday, September 28, 2007 3:45 PM by Adam

    # re: Here’s to the Crazy Ones

    But where is windows live messenger for mac 7.

    Why on earth would anyone use anything other then Adium X on the mac?

  16. zwirwel says:

    I for one enjoyed this post. I love Office 2004 for Mac, and I really enjoy the sneak peeks of Office 2008 released so far. This is definitely going to be interesting.

    Will you make Office 2008 available for Partners and MSDN? It’ll be practical for aiding customers who want macro solutions in AppleScript the sooner we solution providers get to play with it. :)

  17. haterade says:

    You are clearly a user and don’t have to hear complaints on a daily basis from people asking “why can’t my Mac in all it’s elegance and brilliance work like my PC friends with outlook?”  

    Better yet why can’t Mojo address it in some way.  

  18. Ishan Bhattacharya says:

    My favorite quote from Gandhi:

    When asked what he thought about Western civilization, Gandhi replied "I think it would be a good idea."

    Ishan Bhattacharya, MD

  19. MacManWA says:

    @Eponymous Coward:

    The reason we are drinking the Haterade is because we are thirsty for an Exchange client that can do some very, very basic things that the Outlook counterpart can do.

    It isn’t wanting these features for "wanting them" sake–it makes it very difficult when dealing with mixed environments (PC and Mac) to do things as basic as get a meeting set up, properly indicate a meeting resource (a meeting room), attach documents to meetings requests (without sending separate e-mails), etc.

    Then showing up to your meeting and asking everyone to refer the the meeting documents…  And the familiar refrain begins from the meeting attendees…

    "Um, I didn’t get any documents.  I didn’t see them in the meeting request…"

    Signed,

    Thirsty Waiting for a Proper Exchange Client for Mac OS

  20. Any plans on adding some new content to this blog?

  21. exchange client!!

    exchange client!!

    exchange client!!

    exchange client!!

    exchange client!!

    exchange client!!

    exchange client!!

  22. noreally says:

    After the daily stress of attempting to support Entourage in an Exchange environment, seeing this post made me die a little inside.

  23. On the practical side…here’s hoping Office 2008

    1. Has a real menu bar in addition to the ribbon.

    2. Only uses ONE, not two different pulldown menus in Categories in Entourage. When we click Categories, we want to assign a category to the e-mail or calendar item at hand, not change the default category (have learned to click on the arrow, not the Categories button).

    3. Actually shows the keyboard shortcuts in Microsoft Word.

    4. Does not change the font size in an Excel worksheet when we inserrt a hyperlink.

    5. Makes Command F a Find and Replace command instead of just Find. So we don’t hit Command H anymore and shrink the articles. InDesign’s text editor does it, and so does TexEdit, so it is not new.

    Office 2008 will support keyboard shortcuts, right?

    Tiddly stuff, really, but all these tiddly things combined waste billable hours.

    Thanks for listening & keep up the good work

    Keep up the good work.