Apple, Earth Day, and The New Demands of Leadership

April 22, 2014 Comments

On Monday, Apple launched a new ad outlining its environmental responsibility. In doing so, Tim Cook firmly placed his imprimatur of the future of Apple, going so far as to provide the voiceover for the ad himself just as Steve …

Posted in Apple, Brands, CSR, Leadership, Purpose, sustainability, Values | Tagged , , , | Leave a comment


What Steve Jobs Knew About the Importance of Values to Your Company

August 6, 2013 14 Comments

The future of profit is purpose. We say this often at We First, but this is something Steve Jobs understood so well, almost 20 years ago. Always a visionary, Jobs was already living in Marketing 3.0 where marketing is about …

Posted in Apple, Brands, Future, Innovation, Purpose, Videos | 14 Comments


“Hey Corporate America, what if…?”

October 12, 2011 Comments

The outpouring of support and respect for Steve Jobs was not only a testament to the creativity, passion and brilliance of the man, but also what’s possible for the corporate leaders of America. What if every corporate leader was as …

Posted in Apple, Brands, Causes, Community, CSR, Future, Leadership, Nike, Purpose, Technology, Thought leadership, Values, We First | Tagged , , , , , , , , , , , | 7 Comments


Apple: How brands, customers & society benefit when a company shows what it stands for

April 17, 2011 Comments

This week Apple employees joined the ‘It Gets Better’ campaign in support of gay, lesbian and transgender rights. The campaign got started last year after college student Tyler Clementi jumped to his death from the George Washington Bridge after his …

Posted in Apple, Brands, Causes, Community, Consumers, Future, Leadership, Social media, We First | Tagged , , , | 4 Comments


What happens when everything is social media

December 26, 2010 14 Comments

The CEO of Activision, Bobby Kotick, appeared on CNN this week and said something very powerful and portentous: “The audience of ‘Call of Duty‘ is probably greater in terms of size than in any other interactive form of entertainment. If …

Posted in Advertising, Apple, Brands, Consumers, Future, Social media, Technology | Tagged , , , , | 14 Comments


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About Simon Mainwaring

We First training and consulting helps the world’s most innovative brands tell the story of the good work they do in ways that build their reputation, employee productivity, sales and social impact.

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