I started programming on a computer when I was about 10 years old. The Apple //e had just come out and I wanted one very badly. They had Apple //+ ‘s in my school and I was lucky enough that my parents bought me an Apple //e for Christmas. I couldn’t believe they actually got me one and it changed my life forever. I started playing games, making my own games, buying books on programming and thought about what it would be like to work at Apple. I added RAM to it, ending up with 128k and had two disk drives for copying games from floppy disk to floppy disk.
When I was in high school they came out with the color Macs and I got the first one, which was something like a Mac IIx. I studied computer science and ended up working for Apple, first as an intern for two summers and then full time as an engineer.
When I came to Apple, Steve Jobs had just come back. His impact was immediate and powerful. He did many great things (including upgrading the sushi chef at the company cafeteria) but one of the things that stands out the most was his “Think Different” campaign.
Even as an intern it was clear that Apple was having trouble. Windows dominated the marketplace and had a natural monopoly because most people (95%+) had windows, therefore most software was designed for Windows, therefore more people bought Windows computers. It was a virtuous cycle for Microsoft and a vicious one for everyone else. Apple went though a succession of CEOs. John Sculley, Michael Spindler, then Gil Amelio. Gil did one brilliant thing which was to buy NeXT and bring Steve Back. It took Steve little time to move Gil aside and take the helm as the CEO.
Morale at Apple was poor at this point. Think of Yahoo today and its inability to live up to its promise and constant leadership changes. Steve recognized this and using TBWA Chiat/Day came up with the Think Different campaigns. They were simple, beautiful and powerful. The campaign consisted of large black and white photos and short video clips of some of the most iconoclastic figures in modern history – Gandhi, Mohamed Ali, Jim Henson, The Dali Lama, John Lennon, Thomas Edison, Miles Davis. People who changed the world. That’s how Steve inspired the company.
Think Different from gchavezpooley on Vimeo.
He hung these giant posters on every building at the Infinite Loop where Apple is headquartered. I worked in the second building, IL2. Every day every employee that walked in the door saw a beautiful looming picture of someone great greeting them…



…someone who changed the world. It was pretty inspirational. You could feel a different energy at Apple. And the company never looked back. I went on to start companies and help others start companies but you never forget your first love. Steve, thanks for everything.
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