Steve Jobs: ‘Marketing is about values’

ideaMachine Studio writes via YouTube:

We stumbled upon the Steve Jobs “Think Different” marketing campaign speech in light of the new movie release this weekend. As animators, we were really struck when he paused for a good while before he said “… marketing… is about values.” We could see in his body that this thought weighed on him. And, in fact, that thought would determine the direction of Apple for the next two decades.

For Jobs, Apple was not about “making boxes for people to get their jobs done.” He and his executive team needed to be about something more. They needed to think beyond the equipment… beyond the dollars, toward something more. They needed to live in service to a higher calling. It’s hard to hear this speech without being moved. Not just because we are hearing a speech from a dead man, but because we know what Steve Jobs is saying is true. Our studio was challenged by this very real moment. Were we just clocking in and clocking out? Were we living from dollar to dollar? Or, were we working for something more?

Direct link to video here.

MacDailyNews Take: “Apple spends a fortune on advertising. You’d never know it.” – Steve Jobs, September 23, 1997

Boy, was that true back in 1997!

Read also: The Real Story Behind Apple’s ‘Think Different’ Campaign by Rob Siltanen via Forbes, December 14, 2011

People ask me what Steve Jobs was like, and I often describe him as a mix between Michelangelo, Mies van der Rohe and Henry Ford — with some John McEnroe and Machiavelli thrown in. — Rob Siltanen


  1. This is what won’t be in the Sorkin movie. An eloquent, passionate, caring speaker. Sorkin took one small aspect of his personality and built a movie around it.

    I’m a filmmaker myself. I know the power of film. A great film can sell anything, good or bad. When people are moved, and they buy the whole story. Many people will know Steve Jobs only by this film — and that’s unfortunate.

    I will go out on a limb and say the Steve Jobs film will be great filmmaking. It will be emotional. But it will have nothing to do with Steve Jobs. I can tell you right now, Sorkin has no idea who this guy is. His psycho babel analysis is way off. And it has nothing to do with artistic license. The writer is expected to take liberties, as long as he’s after the truth, and the essence of the man. I don’t believe Sorkin knew who this man was to go after him. Sorkin, for all his brilliance, is a callous. Neither did Isaacson know Steve, who’s terrible book is supposedly the basis of the film.

    The film will be good. Probably great. As a film. As a piece of fiction. But it won’t be about Steve Jobs. And a lot of viewers will never know it.

    Someday, someone will make a film that truly understands Steve, one that is both great filmmaking and genuine. One that doesn’t hide the dirty laundry, but also doesn’t feature it as the definition of the man. One that doesn’t put historical myths in character’s mouths, like “the graphic interface was stolen.” Maybe Laurene Jobs or his sister will write the book that will eventually make the movie.

    1. Do we know that?

      Sorkin is a smart guy.

      Good storytelling is about highs and lows. Ups and downs. Triumphs and failures.

      Jobs’ life provides plenty of that.

      Aaron Sorkin can work on any project he wants. Why do you think he chose this subject?

      My hope is that we get this Jobs, and the jerk.
      And so much more.

    2. I was with you until the “Someday” part. It will never happen, film ideas are only allowed a few times, and are killed if they don’t make enough money. This will be the last.

          1. Right. What I never have understood is — since Apple plainly represents optimistic values and human cravings for fresh air, adventure and fun, and has prospered selling them — why so many Apple users in recent years are sorely vexed, and complain bitterly on forums like this one. I can detect the trolls, but the remainder of the pessimists seem to be specialised pro users angry about their demotion to niche status in favour of the great unwashed. But hey, if I were running the show in Cupertino, I’d follow the road most travelled too. Because it’s business. It’s capitalism. It’s marketing. Ignore those imperatives and you’re on the street corner holding out a tin cup, ranting about past glory to passersby.

    1. For years I have been stuck in a situation trying to convince the president of a large manufacturer that sales and marketing are two totally different animals. The place has been family owned and operated for 75 years and is absurdly left-brained, and it is an enormous challenge to get them to move beyond the mentality that marketing is not about features but about empowerment. It is about lifestyle enhancement and about projecting a vision to consumers of how it feels to own/use/enjoy the product and how it will make their lives more fulfilling. Jobs got that.

  2. I love Apple products, but if they start making crappy products or if they are outrageously priced, I won’t purchase them. I don’t buy shoes because they are celebrity endorsed either.

    That being said, there are a lot of stupid people on this planet and Steve is talking about marketing. In that respect, I fully agree with what he is saying, but it doesn’t guarantee Apple will get my money.

    1. Totally agree. Apple as a brand must constantly earn our appreciation. I buy shoes because they are cute and comfortable, and reasonably priced. A technology company, especially one reaching into the wearables market, must respect the judgments of the wearers.

  3. I’d like to have the link to the original video – one that I could show to my board of directors. The visuals and other stuff in this video are okay for certain purposes, but not for selling the concept of marketing to an unimaginative ultra left-brained group of businessmen.

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