In 1997âbefore the iPhone, iPad, iPod, MacBook or Apple Watchâthe company then known as Apple Computer Inc. unveiled a new advertising slogan: “Think different.” Founder Steve Jobs had recently returned to Apple after an 11-year absence following his forced resignation from the company, which was struggling to regain its prestige. The tag line signaled that Apple had recovered its creative mojo. Many observers interpreted it as a salvo against IBM's slogan, “Think.”
In this issue, we shine the spotlight on two families who are thinking different. Internationally recognized golfer Greg Norman could have sat at home and waited for his agent to call with celebrity endorsement offers. Instead, Norman thought outside the Wheaties box. His Great White Shark Enterprises, where his son, daughter and son-in-law now work alongside him, has blossomed into a global holding company with interests in a variety of industries. As reporter Dave Donelson notes in his profile of Great White Shark, Norman receives equity stakes in companies whose products he endorses rather than just accepting a check in return for the use of his name. The golfer has a long-term vision for his family enterpriseâhe is talking about a 200-year planâand is taking steps to build a company that won't fizzle out after his name recognition has faded.