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Here’s to the crazy ones.

The misfits.

The rebels.

The troublemakers.

The round pegs in the square holes.

The ones who see things differently.

They’re not fond of rules.

And they have no respect for the status quo.

You can praise them, disagree with them, quote them,

disbelieve them, glorify or vilify them.

About the only thing you can’t do is ignore them.

Because they change things.

They invent. They imagine. They heal.

They explore. They create. They inspire.

They push the human race forward.

Maybe they have to be crazy.

How else can you stare at an empty canvas and see a work of art?
Or sit in silence and hear a song that’s never been written?
Or gaze at a red planet and see a laboratory on wheels?

We make tools for these kinds of people.

While some see them as the crazy ones,
we see genius.

Because the people who are crazy enough to think
they can change the world, are the ones who do.

Apple has undergone a complete transformation since hitting rock bottom in 1997. Since then it has been fascinating to watch Steve Jobs lift Apple out of its death spiral and rebuild the organisation. His quote …

Think Different celebrates the soul of the Apple brand–that creative people with passion can change the world for the better

… from the Sept 29, 1997 Think Different ad campaign press release spoke as much to people within the organisation as people outside of it. It marked in many ways Apple’s moment of truth, its turning point and the first step on its journey to where it finds itself today. Images from the ad campaign herevideo here courtesy of Gary L. Gray.

UPDATE : Steve Jobs keynote from Macworld Boston 1997

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