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Physical Description:
plastic (backing material)
metal (marked piece material)
overall: 7 cm x 23 cm x 3 cm; 2 3/4 in x 9 1/16 in x 1 3/16 in
Object Name:
This rectangular plastic desk sign reads "DENKE" in black lettering. “Denke” is German for “Think,” the slogan developed by Thomas Watson Sr. when he was a sales manager for the National Cash Register Company, exhorting his salesmen to use their heads, not their feet—their job was to think. As IBM CEO during the 1920s, Watson continued to encourage innovation and “THINK” became a ubiquitous slogan in IBM paraphernalia including notepads, advertising, products—even the title of the company magazine. By 1950 IBM had offices in seventy-nine countries and created “THINK” signs in local languages.
IBM 100, <i>A Culture of Think</i>, accessed September 4, 2014, <a href=""> A Culture of Think</a>
Kevin Maney, <i>The Maverick and His Machine: Thomas Watson, Sr. and the Making of IBM</i> (Hoboken, New Jersey: John Wiley & Sons, 2003), 147–160.
Related Publication:
Sewer, Andy; Allison, David; Liebhold, Peter; Davis, Nancy; Franz, Kathleen G.. American Enterprise: A History of Business in America
Credit Line:
Gift of Thomas J. Bergin
ID Number:
Nonaccession number:
Catalog number:
See more items in:
Medicine and Science: Computers
Computers & Business Machines
American Enterprise
American Enterprise
Exhibition Location:
National Museum of American History
Data Source:
National Museum of American History