36 CREATE THE STORY
passionate commitment to really thoroughly understand some-
thing, chew it up, not just quickly swallow it. Most people don’t
take the time to do that.”^21 Yes, grok is the word Jobs used. Just as
Howard Schultz isn’t passionate about the product itself, coffee,
Jobs isn’t passionate about hardware. He’s passionate about how
design enables something to work more beautifully.Think Different
Los Angeles ad agency TBWA/Chiat/Day created an Apple televi-
sion and print advertising campaign that turned into one of the
most famous campaigns in corporate history. “Think Different”
debuted on September 28, 1997, and became an instant clas-
sic. As black-and-white images of famous iconoclasts filled the
screen (Albert Einstein, Martin Luther King, Richard Branson,
John Lennon, Amelia Earhart, Muhammad Ali, Lucille Ball, Bob
Dylan, and others), actor Richard Dreyfuss voiced the narration:Here’s to the crazy ones. The misfits. The rebels. The trouble-
makers. The round pegs in the square hole. The ones who see
things differently. They’re not fond of rules. And they have
no respect for the status quo. You can quote them, disagree
with them, glorify or vilify them. About the only thing you
can’t do is ignore them. Because they change things. They
push the human race forward. 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.^22When I wasn’t sure what the word charisma meant, I met Steve
Jobs and then I knew.^20
FORMER APPLE CHIEF SCIENTIST LARRY TESLERThe Charismatic Leader