There are all kinds of Steve Jobs tributes today. And rightly so. Here's mine.
This is a short video that I've come back to and watched many times. I've often shared it with clients. In this Jobs puts forward, clearly and persuasively, his views on brands and advertising. This is him announcing the thinking behind the 'Think different' campaign and the 'Here's to the crazy ones' spot that relaunched the Apple brand. Bear in mind that this was, I think, 1997. The world was different from now. Jobs had returned to the company he founded after being forced out back in '85. This was before iMac, before iPod, before iTunes, before iPhone, before iPad. Apple was a niche player. A has-been. It had a tiny market share and it didn't really have any competitive products to sell. Even the hard core faithful Apple geeks were starting to wonder if Apple might become obsolete. All Jobs could do, to get those fans to keep the faith until the new product was ready, was to remind people why the Apple brand was different. And they did this with what is for me one of the most powerful and moving TV spots of all time. It was created by Chiat/Day, the agency that devised the original Apple '1984' spot. Jobs cancelled the competitive pitch that had been going on for the Apple account, called Lee Clow and briefed the agency to do a spot that would capture people's imaginations again in the way '1984' did. And from here, at a point where few would have expected Apple could turn things around, Jobs and Apple made history. They really were crazy enough to change the world. There's an inspiring message for us all here.