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The 1997 staff meeting where Steve Jobs revealed how he was about to save Apple from bankruptcy:
"To me, marketing is about values. This is a very complicated world. It's a very noisy world. And we're not going to get a chance to get people to remember much about us. No company is. So we have to be really clear on what we want them to know about us."
Steve continues:
"The way to do that is not to talk about speeds and feeds. It's not to talk about MIPS and megahertz. It's not to talk about why we're better than Windows."
He gives the example of Nike:
"Nike sells a commodity. They sell shoes. And yet when you think of Nike, you feel something different than a shoe company. In their ads, they don't ever talk about the product. They don't ever tell you about their air soles and why they're better than Reebok's air soles. What does Nike do in their advertising? They honor great athletes and they honor great athletics. That's who they are. That's what they are about."
Steve then explains what Apple is really about:
"What we're about isn't making boxes for people to get their jobs done although we do that well. We do that better than almost anybody. But Apple is about something more than that. Apple, at its core value, is that we believe that people with passion can change the world for the better."
He concludes:
"Those people who are crazy enough to think they can change the world are the ones that actually do."
English
