The Reinvention Issue

In 1997, when most of us still sent notes through the postal service and got our news from an unwieldy mass of paper, Apple launched an ad campaign consisting of two simple words: Think Different. The campaign featured the likes of Albert Einstein, Amelia Earhart, Martin Luther King, Ghandi, and numerous other leaders who changed the course of history by being unafraid to diverge from the pack and try something new.

It was a message of personal empowerment for everyone who saw it, and for Apple itself, the campaign touched off an era of massive corporate growth - proof positive, you could say, that success is a matter of having the courage to make a change.

Today we send our notes through the lightning-quick network of the Web, and read the news as a concise array of pixels. It's a digital era, and at UCLA Anderson, that means finding new ways to connect with our community. And so, as we head into the new year, Assets magazine is taking to the screen.

In the spirit of this fresh approach, the first digital issue of Assets takes reinvention as its theme. We profile UCLA Anderson alum Evan Kleiman, whose decades-long career in food has evolved from restaurants to radio to social media and beyond; we meet current student Tony Hung, who is pursuing a joint degree in business and medicine in order to revolutionize cancer patient care; and we visit graduate Robert De Forest on the banks of the L.A. River, where he plans to revitalize a neglected landscape into a thriving urban corridor.

We encourage you to download the fully interactive Assets Digital iPad app here. And for those of you who don't have an iPad, we invite you explore this new site, where you'll learn about members of the UCLA Anderson network who have stepped boldly into uncharted territory to make their mark on the world.




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