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Tor Myhren goes to sort of hate this text. As a result of it’s about him, not his complete staff.
As a result of I wish to speak about his shift from company chief artistic officer to main advertising for probably the most pristine marketer on the planet, to not point out one of many world’s most dear corporations.
As a result of I wish to speak about how he’s been doing it for 10 years in an trade the place manufacturers change senior advertising executives as steadily as their socks.
And since I wish to begin with the worst second of his decade at Apple.
On the time, Myhren had a singular focus.
In early 2024, Apple’s VP of selling communications was sitting together with his staff, occupied with how they need to strategy the rollout of the brand new iPad Professional, Apple’s thinnest and strongest iPad thus far. Myhren, whose job it’s to assist promote the merchandise of one of many world’s most worthwhile and beloved gadget makers, zeroed in on an thought.
“The concept was concerning the thinnest product we’ve ever made, and within the making of it, all I may see was skinny, skinny, skinny,” Myhren says.
The staff ended up releasing a spot in Might 2024 known as “Crush.” It depicted a group of artistic instruments—turntables, a piano, trumpet, cans of paint, a sculptured bust, an previous arcade recreation, a model for trend design, a writing desk, digital camera lenses—all piled up in an industrial compactor. Then, to the melancholy tune of Sonny & Cher’s “All I Ever Want Is You,” the objects have been slowly and methodically crushed into the iPad Professional.
The advert bombed. It went viral for all of the flawed causes, and uncovered a significant blind spot for Apple. “Crush” aired within the early days of the AI hype cycle, and the advert fueled fears that new technological capabilities would change artistic professionals of all stripes and result in large job losses.
Barely 48 hours later, Myhren publicly apologized for the spot and it was pulled.
“When the world noticed one thing apart from what we meant in it, it was unattainable to unsee,” Myhren recollects.
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Take a look at the waters earlier than you allow your 9–5
There’s a preferred narrative round beginning a solo enterprise: give up your job, take the leap, determine it out alongside the best way. It sounds daring. It additionally ignores what many profitable solopreneurs truly do: begin whereas they nonetheless have a paycheck, determine it out, and then give up.
I freelanced alongside my 9–5 for 2 full years earlier than going solo full-time. That runway gave me time to determine my provide and excellent purchasers, construct a portfolio, and develop the arrogance that I may make it work. Because of this, the transition didn’t really feel like a free fall.
For those who’re occupied with solopreneurship, a aspect hustle may be a wise approach to get began.
A aspect hustle whilst you’re nonetheless employed offers you one thing extremely helpful: the flexibility to experiment with out risking your livelihood.
You’ll be able to decide what companies you intend to supply and validate whether or not there’s demand. You’ll be able to pitch potential purchasers, take a look at totally different pricing, and determine what “sticks”—all whereas a gentle paycheck covers your payments.
You’re additionally constructing proof that you are able to do the work. Future purchasers wish to see what you’ve already completed, not what you intend to do. A portfolio and some consumer testimonials go a good distance if you’re able to announce that you just’re open for enterprise full-time.
The powerful half is juggling each. I had lots of late nights and weekends after I took on freelance work alongside my 9–5 job. However I knew it wasn’t perpetually, so it was definitely worth the interval of overlap.
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