Fernando Sonegheti

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[bugadasso @bugadasso02]

MANOOOOOOO! Negra Li você é assustadora, minha reação foi igual a do Nog, eu dei um pulo kkkkk

Apreciem esse show com 3:42 min que eu queria que tivesse por mais minutos! MELHOR EP DO TROCA DE RIMA.

[Anish Moonka @anishmoonka]

September 1997. Steve Jobs stands before Apple employees and tells them he's been up until 3am finishing an ad. He's been back at the company for eight weeks. Apple lost $1 billion that year. Three months earlier, WIRED put Apple's logo on its cover, wrapped in barbed wire, with the word "Pray."

He starts by saying what he's found since coming back. He couldn't figure out Apple's own product line. He spent weeks trying to understand which model was which and how they fit together. He talked to customers. They couldn't figure it out either. He cut 70% of the product roadmap. People whose projects were canceled were, in his words, "three feet off the ground with excitement" because, for the first time in years, someone told them where the company was going.

Then he says something about marketing that changed how every tech company thinks about advertising.

He says Nike sells a commodity. They sell shoes. But when you think of Nike, you feel something different than a shoe company. Nike never talks about their products in ads. Never tells you why their air soles are better than Reebok's. "They honor great athletes. And they honor great athletics. That's who they are." He compares it to the dairy industry spending 20 years trying to convince people milk was good for them, failing, and then running "Got Milk," which doesn't even mention the product. Focuses on its absence.

He says Apple spends a fortune on advertising. "You'd never know it."

Then he fires the ad agency. Not just fires them. Apple was running a competition with 23 agencies. He scrapped the whole thing and hired Chiat/Day, the agency he'd worked with a decade earlier on the 1984 Macintosh commercial that advertising professionals voted the best ad ever made.

The question they asked themselves: "Our customers want to know who is Apple and what is it that we stand for?"

His answer: "Apple at its core, its core value, is that we believe that people with passion can change the world for the better. And that those people who are crazy enough to think they can change the world are the ones that actually do."

Then he plays the ad. In this room. To Apple employees. For the first time.

"Here's to the crazy ones. The misfits. The rebels. The troublemakers."

He says almost none of these people had ever appeared in an advertisement before. He personally obtained Yoko Ono's permission to use John Lennon. He says the estates and living subjects agreed because of their feelings toward Apple. "I don't think there is another company on Earth that could have done this campaign."

The ad broke that Sunday during the network premiere of Toy Story on ABC. Two 60-second spots. Newspaper ads in the Wall Street Journal, New York Times, and USA Today. Billboards in major cities. Buses in five cities featuring Rosa Parks. Painted walls. The whole thing.

Apple's stock was around $0.10 split-adjusted when this meeting happened. The company is worth $3.68 trillion today. Think Different ran for five years. Every product that came after, the iMac, iPod, iPhone, iPad, was built on the identity this campaign established by a guy who'd been back at the company for eight weeks and finished the ad at three in the morning.

Video: Steve Jobs internal staff meeting at Apple, September 1997. This is the first time the Think Different campaign has been shown to employees. Jobs had been back at Apple for eight weeks. Footage leaked from an internal recording.

[Fernando Sonegheti @sonegheti]

@f1corradi O reflexo deles é tão surreal que a reação física vendo o vídeo aparece antes que nós, meros mortais, tenhamos entendido o quase desastre! :)

[Fernando Sonegheti @sonegheti]

@f1corradi Voto por manifestação para um mundo sem calotas fechadas!

[Fernando Sonegheti @sonegheti]

"Darling, you always agree with me. You're simply not ready for this conversation yet."
(Memelli, Larissa. 2025)

[Fernando Sonegheti @sonegheti]

@f1corradi Albon na última fileira?

[Fernando Sonegheti @sonegheti]

@f1corradi

[Fernando Sonegheti @sonegheti]

"Medical recommendation: don't be stupid!" (Galaes, Lorena)

[FiIIiрe Trizоttо @filosofocolina]

A família vê sua criança de 4 anos ser morta por uma operação policial e a polícia vai ao enterro para intimidar a família. Como vc faria para levar a vida depois disso? Não tem ministério público em São Paulo? A imprensa é cúmplice.

[Fernando Sonegheti @sonegheti]

@f1corradi ABFO: Agência Brasileira de FOfoca, um talento nacional tão ignorado pela história! Hahaha

[oliver @olischues]

Se a Simone é GOAT, a Rebeca é CABRA

(Campeã Absoluta Brasileira Rebeca Andrade)

[Fernando Sonegheti @sonegheti]

@luizcelso A maior parte dos comentários aceitando o modelo, sem repensar, sem nem pensar de forma crítica um sistema que é sim, cruel, socrático e mais cerceador da criatividade do que engrandecedor do aluno. O oprimido se torna opressor, ao menos nos comentários do xweet.

[Roman Sheremeta 🇺🇸🇺🇦 @rshereme]

Those who did this are animals and so are those who defend them!

[Jimmy Rushton @JimmySecUK]

More images from today; the site of the Russian cruise missile strike on Okhmatdyt Children’s Hospital in central Kyiv.

[Fernando Sonegheti @sonegheti]

Mudernidades:
"E, se uma pessoa tiver êxito na tentativa de manipular os outros para que seja curtido, será difícil que, em algum nível, não sinta verdadeiro desprezo por aqueles que caíram em seu embuste."
(Jonathan Franzen em "Liking Is for Cowards. Go for What Hurts". 2011)

[Pedro Ronchi @PedroRonchi2]

A extrema direita quer criminalizar isso:

[Fernando Sonegheti @sonegheti]

Aquela senhora na cama guardava as coisas antigas dentro de caixas, as deixava escondidas para ninguém pegar. Guardava as poucas lembranças que não foram desgraçadas tão bem guardadas que ela nunca mais viu, não foi rever e hoje não tem forças pra alcançar as prateleiras.

[Fernando Sonegheti @sonegheti]

@Neobuquis I only give advices about mistakes I made. :)

[Fernando Sonegheti @sonegheti]

Almost eatable