Page 51 - Hard Goals

42 HARD Goals

They launched the “I’m a PC” ads showing real people fi ght-
ing against the stereotype that Apple reinforced. These people
include farmers, techies, brides, and scuba divers saying things
like, “I’m a PC,” “I don’t wear a suit,” “I wear headbands,” and
so on. The whole point of these ads was to individualize and
personalize—just like the Apple ads.
Microsoft learned its lesson well. When the company
unveiled Windows 7, its ads were built on the theme “Win-
dows 7 Was My Idea.” These ads showed normal people
talking up the features of Windows 7 while basically saying,
“These features were my idea.” So if Apple ever tries to attack
those features, who are they attacking? Those normal, nice,
regular people. It’s one thing to attack a nameless, faceless cor-
poration, or even a cartoonish stereotype, but are you really
going to attack some kid or mom or dad who essentially says,
“I’m that PC, and when you attack it, you attack me!” I don’t
think so.

Great Companies Build Personal Connections

Every so often I hear someone say, “This emotional connection
stuff is fi ne for losing weight or quitting smoking, but it’ll never
work for business goals.” OK, I hear your concern. But, not to
put too fi ne a point on it, you’re wrong. And let me show you
why.
There’s nothing inherently implausible about a CEO rolling
out of bed in the morning, intrinsically motivated to go to the
offi ce and create shareholder wealth. And when one of his kids
asks, “Will you be home in time for my soccer game tonight,
Daddy?” the CEO could sincerely apologize and say, “I’m sorry,