“Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. 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.”
These are the famous words from a rebranding slogan “Think Different” which Apple ran in 1997. I have read that, more than for the public, the ad was basically intended to its employees to inspire them. This was written by Rob Siltanen, chairman and chief creative officer at Siltanen & Partners. After Steve Jobs passed away, someone dug up an old video from archives in which Steve Jobs personally spoke the words of the same ad in his own voice. I saw this many years back, but its timeless theme still strikes a chime.