in tech, US history

Think Different

Walter Isaacson, in his authorized biography Steve Jobs untruthfully attributed the Crazy Ones script to Steve Jobs himself.

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 quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may 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.

Rob Siltanen

This script was part of the Think Different campaign 1997-2002. The slogan Think Different was created by Craig Tanimoto, an art director at Chiat\Day. The full text of the various versions of this script were written by creative director Rob Siltanen and copywriter Ken Segall, along with input from many on the team at the agency and at Apple.

While Jobs initially called the Crazy Ones script shit, and was blatantly harsh on the commercial, he thought the creative concept was brilliant, and then changed his mind.
Steve was highly involved with the advertising and every facet of Apple’s business. But he was far from the mastermind behind the renowned launch spot.. Steve Jobs didn’t create the advertising concepts.

Rob Siltanen
By Apple logo Think Different.png : derivative work: Stoopkitty (talk) 19:55, 31 January 2011 (UTC) – Apple logo Think Different.png
Public Domain.