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The Real Story Behind Apple's 'Think Different' Campaign - Forbes

Jobs was quiet during the pitch, but he seemed intrigued throughout, and now it was time for him to talk. He looked around the room filled with the "Think Different" billboards and said, "This is great, this is really great … but I can't do this. People already think I'm an egotist, and putting the Apple logo up there with all these geniuses will get me skewered by the press." The room was totally silent. The "Think Different" campaign was the only campaign we had in our bag of tricks, and I thought for certain we were toast. Steve then paused and looked around the room and said out loud, yet almost as if to his own self, "What am I doing? Screw it. It's the right thing. It's great. Let's talk tomorrow." In a matter of seconds, right before our very eyes, he had done a complete about-face.

I also just finished Ken Segall's book Insanely Simple, which I recommend as well.Interestingly, on page 5, this:

I was always moved by the movie “Dead Poets Society,” starring Robin Williams, and particular pieces of the movie had made a major impact on me. The emotion and the context of the movie very much related to what I wanted to capture for Apple. Below are some key passages from “Dead Poets” that resonated with me and ultimately served as inspiration for the Apple script.

“We must constantly look at things in a different way. Just when you think you know something, you must look at it in a different way. Even though it may seem silly or wrong, you must try. Dare to strike out and find new ground.”

“Despite what anyone might tell you, words and ideas can change the world.”

“We don’t read and write poetry because it’s cute. We read and write poetry because we are members of the human race. And the human race is filled with passion. Poetry, beauty, love, romance. These are what we stay alive for. The powerful play goes on and you may contribute a verse. What will your verse be?”

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