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"Jobs and Clow agreed that Apple was one of the great brands of the world, probably in the top five based on emotional appeal, but they needed to rem… - Walter Isaacson
"Jobs and Clow agreed that Apple was one of the great brands of the world, probably in the top five based on emotional appeal, but they needed to remind folks what was distinctive about it. So they wanted a brand image campaign, not a set of advertisements featuring products. It was designed to celebrate not what the computers could do, but what creative people could do with the computers. " This wasn't about processor speed or memory," Jobs recalled. " It was about creativity." It was directed not only at potential customers, but also at Apple's own employees: " We at Apple had forgotten who we were. One way to remember who you are is to remember who your heroes are. That was the genesis of that campaign.
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About Walter Isaacson
Walter Isaacson (born May 20, 1952) is a writer and biographer. He is the President and CEO of the Aspen Institute, a nonpartisan educational and policy studies organization based in Washington, D.C. He was the Chairman and CEO of CNN and the Managing Editor of Time. He has written biographies of Henry Kissinger, Benjamin Franklin, Albert Einstein, Steve Jobs and Elon Musk.
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Walter Seff Isaacson
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Additional quotes by Walter Isaacson
In addition to his instinct for discerning patterns across disciplines, Leonardo honed two other traits that aided his scientific pursuits: an omnivorous curiosity, which bordered on the fanatical, and an acute power of observation, which was eerily intense. Like much with Leonardo, these were interconnected. Any person who puts “Describe the tongue of the woodpecker” on his to-do list is overendowed with the combination of curiosity and acuity. His curiosity, like that of Einstein, often was about phenomena that most people over the age of ten no longer puzzle about: Why is the sky blue? How are clouds formed? Why can our eyes see only in a straight line? What is yawning? Einstein said he marveled about questions others found mundane because he was slow in learning to talk as a child. For Leonardo, this talent may have been connected to growing up with a love of nature while not being overly schooled in received wisdom.
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