Car-in-a brain

This has been a cornerstone of Apple’s approach, dating back to their iconic 1984 Super Bowl ad. Instead of showcasing their product, they sent a powerful message: smashing Big Brother, symbolizing IBM.

Why did Apple, under Jobs’s leadership, create such a groundbreaking ad for America’s most watched event? Because people are drawn to the underdog. In reality, the majority identify with the weaker party, rooting for David against Goliath.

Interestingly, even after becoming a top player, Apple continues this strategy. In a recent Mac ad, a student using a Mac cleverly counters a professor.

The iPhone, the undisputed leader in smartphones, still portrays the underdog in its ads—like an Indian boy chopping firewood, athletes with disabilities, or everyday people facing online threats. Apple finds and connects with these weaker parties, resonating deeply with audiences.

This is the essence of the David strategy. David won by using his own weapon, a stone sling. In business, we must do the same—position ourselves as the underdog and showcase our unique strengths that connect with consumers.