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I've always considered Job's advertising campaign - "Here's to the Crazy Ones" - which announced his return and Apple's new direction to be such a masterpiece because it was so PERSONAL to Jobs.

A recognition of what it had taken to START apple and the recognition that to survive, and thrive, they would need to get back to those roots, toss the beige boxes to the wind, devil may care here comes the blue bomdi iMacs dammit!

Fernandez' quote puts a finger on it:

"It wasn’t like this glamorous thing. It was this huge risk. Basically people would say, “Why would you quit Hewlett-Packard to go work for a couple of lame ass guys, you know, one of whom is like this hippy guy who wears Birkenstocks and torn jeans and dropped out of school and had to sell a beaten up VW van to just afford to get started on this. . . The short way of saying this, I guess, is there was no startup culture."

And as much of an egoist as Jobs was he nevertheless realized that he had to squarely define & embed that culture of "be crazy / think different" into Apple, and make it bigger than just more to the Jobs' mythos:

"According to Jobs’s biography, two versions were created before it first aired: one with Richard Dreyfuss voiceover, and one with Steve Jobs voiceover.[5] In the morning of the first air date, Jobs decided to go with the Dreyfuss version, stating that it was about Apple." (1)

(1) https://en.wikipedia.org/wiki/Think_different




That slogan always bothered me. It was only 'Here's to the Crazy Ones who had Mainstream Success', and relied on Survivor Bias. There is no place in that sentiment for a person like Stallman, or from another angle, a person like Trump.


I disagree — there were hundreds of scientists working in the era of Einstein, and without them Einstein would not have reached the conclusions he did, despite them thinking he was destined to fail. His peers weren't crazy, they were the mainstream successes of their time. Here's to the crazy ones who flew in the face of adversity, success or not.

Stallman firmly fits within the statement: "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."

Stallman may not be popular, but you can't argue that he's not crazy, flying in the face of adversity, and has had a great influence on the state of computing today.


> Here's to the crazy ones who flew in the face of adversity, success or not.

No. My whole point is that they only chose the proven (and famous) 'crazies'. There's only room for 'success'. No room for the 'or not'. Stallman is proven to a niche of techies, but outside that niche, people think he's a whack-job, despite his profound effect on computing as a whole.

I've got a high opinion of Stallman, but Stallman is very much the kind of 'crazy' that Jobs would want to hide. Not 'bankable' enough.


Listen to the whole message. It's about the crazy people who end up changing the world. Hence proven and famous.

(Meanwhile, from a storytelling perspective, it would be needlessly distracting to have to simultaneously educate people about some quiet unsung heroes. Your implied alternative version would be unworkable.)


IIRC a Netscape employee got into a spot of bother by making a satirical version of the ad depicting serial killers which was accessible from the old Netscape about: hierarchy. Or something like that.


Like all slogans, its not meant to be universally applied. A slogan allows very little words to go into much detail, so the idea is to appeal to emotion but be smart/intelligent about it.


My point is more that it's only celebrating the ones who were still acceptable. Crazy, but not too crazy. Maverick, but not too maverick. Ones that we'd gotten used to.

Basically, safe 'crazy' people, with the benefit of historical hindsight. How safe? Of the 17 'crazy ones', only 4 were alive at the time of the tv adverts, and apart from Branson and Turner (both business figures rather than cultural), the glory days were long gone for all of them.


You're being intentionally obtuse. They chose specific people to aid the subtext of the narrative. To provide a visual shorthand to help clarify what they're saying. Oh sure, you could include Adolf Hitler in the list of people crazy enough to think they could change the world, but that's not relevant to their statement of purpose.

(Sigh, Godwin.)


After Jobs' passing, didn't Apple air the version with his voiceover?


It was released on YouTube 2 years before his death. They haven't aired it as a commercial on tv at all




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