The Sales Comeback That Changed the World

In 1997, Apple was 90 days from bankruptcy.

They had a bloated product line, no real marketing plan, and a brand that felt stuck in the past. Steve Jobs had just returned after being ousted 12 years earlier. Most people thought it was too late.

Then he did three things that saved the company—and built one of the most iconic offers in modern business.

1. He simplified the product line.
Jobs cut Apple’s 15 product categories down to four. Two for consumers. Two for professionals. He said, “Deciding what not to do is as important as deciding what to do.”

2. He clarified the value.
The iMac wasn’t the fastest computer. But it was the most beautiful, the easiest to use, and it came in colors. The offer wasn’t just a computer. It was a creative tool for normal people. That’s what sold.

3. He made people feel something.
Apple’s “Think Different” campaign wasn’t about processors or tech specs. It was about the rebels, the misfits, the ones who see the world differently. That emotional story drove loyalty and built a movement.

Here’s the takeaway:

Most offers fail because they try to be everything to everyone.

What Jobs did was ruthless and necessary:

• He picked who it was for.

• He stripped away everything that didn’t serve them.

• And he told a story they wanted to be part of.

If you’re building something, especially in a crowded space, the comeback starts with clarity:

• What’s the transformation you’re offering?

• Who is it for?

• Why should they care right now?

You don’t need a better product. You need a sharper message. A tighter offer. And a real story behind it.

That’s what creates momentum.

Even when it looks like you're starting from scratch.

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If you’d like a teardown of your offer, let’s hop on a quick strategy call to talk about what changes need to be made, and how we can scale your business together.