Steve Jobs was a mastermind of communication and marketing. His vision, passion, and creative mind helped propel Apple to become the most successful company on earth.
Watch the video below where he speaks to his staff team about some of their internal product changes shortly after he returned to take back over Apple. And, most importantly, listen to his discussion around the new campaign he worked so hard on. It brings to light what Apple stood for – Here’s to the Crazy Ones.
One of the most beautiful aspects of this ad is the fact that Steve puts so much time and energy into defining Apple’s brand, and he does it all with passion. Many entrepreneurs rush to create a company logo and website and come up with some catchy copy, but they leave their passion and authenticity at the door. Apple recognized this and spent their time trying to dig deep to figure out who they believed they were and to find the best way to represent that. Heart and soul is always the way to go if you want to connect to an audience, build a brand, or run a successful business.
While you watched a clip of the Crazy Ones ad in the video above, it’s missing the music due to copyright. One of my absolute favorite versions, however, is the one that Steve himself narrated. I still get chills every time I watch this one. You can almost hear the care he takes reading each and every word.