Chapter 25. Think Different

Jobs as iCEO
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    Job's Marketing Philosophy

    Jobs explains his marketing philosophy that ultimately stood behind the "Think Different" campaign.

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    Think Different "The Making Of"

    Lee Clow and others on the making of the "Think Different" ad campaign for Apple.

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    "You have to think differently"

    An excerpt from the 1997 Boston Macworld where Jobs used the concepts of the upcoming "Think Different" campaign.

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    The "Think Different" Commercial

    The original "Think Different" commercial with the voice-over done by Richard Dreyfuss.

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    "Think Different" Commercial with Jobs's Voice-Over

    The never aired commercial with the "Here's to the crazy ones..." narration done by Jobs.

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    Michael Dell on His 1997 Comment about Apple

    Michael Dell "clarifies" what he meant by his 1997 comment about shutting down Apple.

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    Jobs Kills the Clones

    Jobs discusses his talks with the Mac licensors (video circa 1997).

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    Product Strategy: Four Quadrants

    An excerpt from Steve Jobs's 1998 keynote address where he explains Apple's new product strategy.


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