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Answer the question “What is your passion?” if you want to work at Apple

2 min read


SmartBrief is partnering with Big Think to create a weekly video spotlight in SmartBrief on Leadership called “VIP Corner: Video Insights Powered by Big Think.” This week, we’re featuring Ken Segall, who was Apple’s creative director for advertising.

Being diversified and well-rounded have their advantages, but they can also lead you to be labeled as dispassionate and without expertise in anything, says Ken Segall, formerly of Apple.

He describes his struggles getting anyone to look at his broad advertising portfolio until someone asked him, “What are you passionate about?” Once Segall determined his passion and dedicated himself to it, creating a portfolio dedicated almost entirely to technology rather than smattering a tech ad or two amid many others. His passion was on full display, and doors began to open, eventually leading him to Apple.

This isn’t limited to the advertising and marketing worlds, he says. It’s simply about not forgetting to demonstrate what you’re interested in, what you’re good at and what you love.

“[W]hy don’t you decide what it is you’re passionate about? If you have a passion, describe it. Make it obvious to someone who’s interviewing you that you are really, really into this thing,” he says.

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