Think Different

Apple vs. IBM is one of the great "David and Goliath" stories of the business world. When IBM, one of the world's largest companies, got into the personal computer business they dominated and became the industry standard. Every major computer maker had to be "IBM compatible" in order to compete. Apple was the only manufacturer of computers that maintained its own operating system and platform. Apple's marketshare shrunk to barely 4% and most people considered Apple a "niche" company that would soon be out of business. 

When Steve Jobs came back to Apple in 1997 he was convinced that the Macintosh was a better computer - but how could he possibly compete with the IBM gold standard in PC's? He couldn't "out-think" IBM (IBM's trademark was "Think"), he had to think differently. He re-made the company and started a marketing campaign encouraging people to "Think Different." 

The "Think Different" strategy led the company to become one of the most admired companies in the world. In 2014, IBM came to Apple proposing an exclusive partnership integrating Apple's iPad into IBM's work. The tables had officially turned. Apple is now the industry standard. 

How does David beat Goliath?

By thinking different.