Every time Steve Jobs stands up to announce a new Apple product, the world listens. But this guy is not about products. Apple’s success has everything to do with the fact that Jobs keeps them aligned to a perspective much bigger than what they do, or how they do it. As Simon Sinek has pointed out, this organization is always operating from their core purpose – why they do it.
When Jobs returned to Apple in 1997 he found a brand that had been suffering from “neglect”. In this short video, where he is launching the now famous “Think Different” ad campaign, he makes it crystal clear that Apple’s core belief, that “people with passion can change the world for the better”, is more important than any product they make. Seeing Jobs (in shorts) making this point 13 years ago makes you realize how powerful it is to be laser focused on your highest order purpose. Instead of just creating great products (which are nice, but don’t change the world), Apple set it’s sights on using their passion for great design to make the world a better place. When they saw industries that were under serving their customers, they designed a better way. For them, this is what it means to “Think Different”.
So Steve Jobs stuck to his purpose and built an amazing empire around it. And he’ll also tell you how he did it. In a commencement speech to the graduates of Stanford, Jobs shares three personal stories to illustrate the interrelated themes of trusting your intuition, doing what you love, and living life with urgency. Through the speech you can see that the road is bumpy, but the destination is clear. Because the people who are crazy enough to think they can change the world are the ones who do.