“Jobs’ fanatical attention to detail is well known but is brought sharply into focus in a chapter dealing with Chiat/Day’s Think Different campaign for Apple. Isaacson reveals that, when presented with an early version of the script for the Crazy Ones commercial (above) by a nervous young copywriter, Jobs exploded “This is shit! It’s advertising agency shit and I hate it.”
Jobs ended up writing some of the lines himself. There was also considerable debate over the Think Different line itself and its grammatic sense. Jobs, of course, won that argument.”
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