"Apple understood something fundamental: the constraints that limited imagination weren't real. They were inherited. Accepted. Assumed. And the people who broke through weren't smarter or more talented. They simply refused to believe the constraints applied to them. Twenty-eight years later, marketing faces its own Think Different moment. The constraints are gone. Technology has removed them. AI can generate infinite variants. Data platforms deliver real-time insights. Orchestration tools coordinate across every channel instantly."
"They wait for the data team to run the analysis. They wait for creative to deliver the assets. They wait for engineering to build the integration. They operate within constraints that technology has already eliminated, not because they must, but because assembly-line marketing taught them that's how it worked. Creative waits for data. Campaigns wait for creative. Launch waits for engineering."
Apple's Think Different campaign celebrated rebels who rejected inherited constraints and proved limitations were assumed, not inherent. Modern marketing faces a similar moment because technology has removed many barriers: AI can produce infinite creative variants, data platforms deliver real-time insights, and orchestration tools coordinate channels instantly. Despite available infrastructure, many marketers still follow assembly-line habits, waiting for data, creative, or engineering handoffs. These habits persist even though the box is gone. Some marketers now act immediately, accessing data, generating creative, and orchestrating personalized campaigns themselves to meet real-time customer needs without unnecessary approvals.
Read at MarTech
Unable to calculate read time
Collection
[
|
...
]