STEVE JOBS

What I found ironic here is that besides branding Apple as "Think Different" Jobs offers no service or benefit to the value of being different or thinking differently.  Different is only good if the difference makes a difference or shifts perception, shedding light on undiscovered values or functions within a thing itself. But difference for its own sake can be troubling. The "Think Different" campaign tries to piggy-back on the legends of the 20th century, not all of whom were particularly different or great for that matter. They're well known but that could just as well be a function of good marketing instead of remarkable achievement based on thinking differently.  But I did like his point about Nike--that they don't sell better soles or better leather or ankle support, but instead they honor athletes and athletics. Why couldn't Steve Jobs do the same thing? Why couldn't he honor artists or poets. The word poetry comes from the Greek word poeia, which means "to make." Why couldn't he put the focus on makers or producers or on the process of making, given all of the programs and applications that computers, including Apple, use to make things? That would activate many in his audience I would think. Se la vie.