"The people who invented the twenty-first century were pot-smoking, sandal-wearing hippies from the West Coast like Steve, because they saw different… - Walter Isaacson

Born and bred a member of the leather-aproned class, Franklin was, at least for most of his life, more comfortable with artisans and thinkers than with the established elite, and he was allergic to the pomp and perks of a hereditary aristocracy. Throughout his life he would refer to himself as "B. Franklin, printer."
From these attitudes spring what may be Franklin's most important vision: an American national identity based on the virtues and values of its middle class. Instinctively more comfortable with democracy than were his fellow founders, and devoid of the snobbery that later critics would feel toward his own shopkeeping values, he had faith in the wisdom of the common man and felt that a new nation would draw its strength from what he called "the middling people." Through his self-improvement tips for cultivating personal virtues and his civic-improvement schemes for furthering the common good, he helped to create, and to celebrate, a new ruling class of ordinary citizens.

Temperance: Eat not to dullness; drink not to elevation. Silence: Speak not but what may benefit others or yourself; avoid trifling conversation. Order: Let all your things have their places; let each part of your business have its time. Resolution: Resolve to perform what you ought; perform without fail what you resolve. Frugality: Make no expense but to do good to others or yourself; (i.e., waste nothing). Industry: Lose no time; be always employed in something useful; cut off all unnecessary actions. Sincerity: Use no hurtful deceit; think innocently and justly, and, if you speak, speak accordingly. Justice: Wrong none by doing injuries, or omitting the benefits that are your duty. Moderation: Avoid extremes; forbear resenting injuries so much as you think they deserve. Cleanliness: Tolerate no uncleanliness in body, clothes, or habitation. Tranquility: Be not disturbed at trifles, or at accidents common or unavoidable. Chastity: Rarely use venery but for health or offspring, never to dullness, weakness, or the injury of your own or another’s peace or reputation.

"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.