Ep. 26 STEVE JOBS

Ten Words

"You can change the world just by sharing your story".

In 1997 Steve Jobs took back the reigns of Apple when the company he founded was just three months away from bankruptcy. Fourteen years later Apple become the world's largest brand and went on to become the first trillion dollar company. Beyond the hype, the myths and the cliches, what was it that sparked this legendary turnaround? In this episode, I look behind the scenes of the Think Different campaign to look for answers.

SHOW NOTES

• Think Different Campaign
• Crazy Ones (Read by Steve Jobs)
• Crazy Ones (Original Version)
• Steve Jobs (private marketing strategy session)
• Think Simple & Insanely Simple by Ken Segall (books)
• The story behind the 'Think Different' campaign

The Crazy Ones (Unpublished version)

Here’s to those who have always seen things differently. The ones who follow a vision, not a path. Where others percieve first as valuable, you value the first thing that actually matters. While others are distracted by the new, you focus on the significance of a whole new take. Even before you could see how, you never doubted we would change things. And then we did. Together. Again and again, and again, and again… Relentless optimism is what moves the world forward. So, keep seeing things differently. Keep trusting there is always another way, a better way, a bigger way. One that lifts up humanity. Breaks down our barriers. And heals the landscape. You are the difference between the world as it was and the better place it will become. And different is the one thing about us, that will always be the same.