What a handle on top of a computer teaches us about brand clarity

In 1998, Apple was dying.

They were running out of cash.
They were just another PC company.
And the world didn’t need another beige box.

Then Steve Jobs came back.

And instead of chasing better specs or faster processors, he launched something completely different:

The iMac.

It was round.
Translucent.
Playful.
It came in colors like Bondi Blue, Strawberry, and Lime.
And it had a handle on top—even though most people never carried it.

Why?

Because it looked human. Touchable. Personal.

Jobs wasn’t selling a machine.
He was selling taste.
He was creating a feeling.

The tagline?
“The internet in 10 minutes out of the box.”

That line wasn’t about RAM or megahertz.
It was about what people actually cared about: connection, simplicity, joy.

That moment marked the shift.

→ From specs to story
→ From competition to category creation
→ From building tech to building meaning

That’s what most brands miss.

And it’s exactly what founders on LinkedIn and X can learn from.

You can spend all day posting tips and features…
Or you can create a brand that feels different the moment someone sees it.

So ask yourself:

• What would your version of the “handle on top” look like?

• What bold promise could you make if you weren’t afraid to polarize?

• What’s one thing no one else is saying—but you know to be true?

Because building a brand that stands out isn’t about volume.
It’s about vision.
And having the courage to design something people can feel.

If you’re a founder or executive ready to stop blending in and start building something bold—hit reply or DM me.

Let’s turn your ideas into a brand people remember.