The video below is Apple's iconic "Think Different" ad from 1997. Though the final advertisement featured narration from Richard Dreyfus, the video below is a never-aired copy featuring narration from Steve Jobs himself. If there was ever an example demonstrating the extent to which Steve Jobs was a hands-on CEO who deeply card about Apple, its products, its message, and its brand, Jobs' participation in this video is it.
"Because the people who are crazy enough to think they can change the world are the ones that do."
Though the Think Different campaign would eventually make way for other ad initiatives, the ad above won numerous awards and accolades and arguably set the tone for the company Apple would become in the years that followed - thinking different and implementing seemingly crazy ideas that no other company aside from Apple could have pulled off.
Apple releasing an MP3 player? People thought Apple had lost it.
Apple getting into the phone business? A losing proposition, no doubt.
And Apple retail stores? Nearly everyone thought this initiative was dead on arrival.
Apple famously doesn't rely on market research to drive its product roadmap. It doesn't follow the latest trends and fads in technology. Quite the contrary - Apple forges its own path and sets the standard that other companies try and emulate. Indeed, Apple under Steve Jobs was universally focused on delivering innovative products that fundamentally changed the way we used technology.
And they succeeded, time and time again.
Apple didn't just talk the talk, it walked the walk.