Think Better – Going beyond the world of ‘different’ 

“Thought has been the father of every advance since time began. ‘I didn’t think’ has cost the worlds millions of dollars.” 

– Thomas J. Watson Sr. Former chairman and CEO of IBM

The original slogan ‘Think’ has been prominent since C-T-R became IBM in 1924 and was the starting point for Apple’s iconic ‘Think Different’ campaign.  

‘Think Different’ was a campaign that underpinned Apple’s core values and vision, rather than its products and features.  

It positioned Apple as a company that was not afraid to challenge the status quo and to innovate.  

The campaign was undoubtedly one of the most successful of all time, winning numerous awards and marking the beginning of Apple’s resurgence as a marketing and innovation leader. 

If Apple could build on IBM’s slogan, why can’t we build on Apple’s? 

Elixirr was born out of the need for change – to be the solution, or ‘elixir’ – to a declining industry standard. We aren’t afraid of challenging the status quo or acting boldly. In fact, it’s what we strive to do. This inspired us to ask a critical question: in today’s world, is thinking differently still enough? 

The answer to this very question shaped our latest brand campaign, titled ‘Think Better.’ 

At the core, we define ourselves as the Challenger Consultancy. For us, challenging convention is not just a strategy – it’s a necessity. We don’t challenge for the sake of being ‘different.’ We challenge because we believe in the possibility of something better: a better solution, a better model, a better product.  

The role of consultants is to empower clients to think and act ‘better’ by providing an outside-in perspective and bringing fresh expertise to the table. Great leaders understand that progress isn’t just about big moves; it’s the small, intentional changes that can transform a business. 

At Elixirr, we believe that every detail matters. Success is achieved not when there’s nothing more to add, but when there’s nothing left to take away. That’s what ‘Think Better’ is all about. For this reason, we have used cycling as a metaphor for business, embodying the idea that minor adjustments lead to major breakthroughs – the principle of marginal gains. 

We’re not just encouraging our team to ‘Think Better’ – we’re partnering with business leaders who are eager to see real change and unafraid to make the bold decisions required to get there. Are you ready to build a better business? 

Think Better. 

Lead Bolder.