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Steve Jobs was a visionary and one of the greatest inventors of the 21st century due to several key principles. Firstly, he believed in the power of simplicity and minimalism, which is evident in Apple's product design. Secondly, he was a perfectionist who paid great attention to every detail, ensuring that Apple products were not just functional, but also aesthetically pleasing. Thirdly, Jobs was not afraid to innovate and take risks, often going against the grain to create products that he believed in. Lastly, he understood the importance of creating a strong brand and connecting with consumers on an emotional level, as seen in the iconic 'Think Different' campaign.
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As CEO, Jobs wanted to signal that Apple was still alive and stood for something special. So he requested Lee Clow, the creative director of Chiat/Day who made the 1984 ad, to create an iconic campaign. As Jobs said, "We had forgotten who we are. One way to remember who you are is to remember who your heroes are." The Think Different campaign was one of the most memorable print campaigns in history. It featured uncaptioned black-and-white portraits of iconic figures like Dalai Lama, Lennon, Edison and Richard Feynman with the Apple logo and the simple phrase: "Think different." Jobs made people think of themselves as creative rebels just by the computer they used. As Larry Ellison said, "Steve created the only lifestyle brand in the tech industry."
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What principles made Steve Jobs one of the greatest inventors and product visionaries of the 21st century? Biographer Walter Isaacson raises the curt...
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