Jobs and Clow agreed that Apple was one of the great brands

Jobs and Clow agreed that Apple was one of the great brands of the world,

probably in the top five based on emotional appeal, but they needed to remind

folks what was distinctive about it. So they wanted a brand image campaign,

not a set of advertisements featuring products. It was designed to celebrate


not what the computers could do, but what creative people could do with the

computers. “This wasn’t about processor speed or memory,” Jobs recalled.

“It was about creativity.” It was directed not only at potential customers, but also at

Apple’s own employees: “We at Apple had forgotten who we were. One way


to remember who you are is to remember who your heroes are.

That was the genesis of that campaign.”

Clow and his team tried a variety of approaches that praised the “crazy ones” who


“think different.” They did one video with the Seal song “Crazy” (“We’re never gonna

survive unless we get a little crazy”), but couldn’t get the rights to it. Then they tried


versions using a recording of Robert Frost reading “The Road Not Taken” and of Robin

Williams’s speeches from Dead Poets Society. Eventually they decided they needed

to write their own text; their draft began, “Here’s to the crazy ones.”


Jobs was as demanding as ever. When Clow’s team flew up with a version of the text,

he exploded at the young copywriter. “This is shit!” he yelled. “It’s advertising agency


shit and I hate it.” It was the first time the young copywriter had met Jobs, and he

stood there mute. He never went back. But those who could stand up to Jobs,


including Clow and his teammates Ken Segall and Craig Tanimoto, were able to

work with him to create a tone


poem that he liked.

In its original


version it read: