Steve Jobs

Marketing is about values. This is a very complicated world. This is a very noisy world. And we’re not going to get a chance to get people to remember much about us. No company is. And so we have to be really clear what we want them to know about us. One of the greatest jobs of marketing the universe has ever seen is Nike. Remember Nike sells a commodity. They sell shoes. And yet when you think about nike …. In their ads they don’t ever talk about the product. ... What does Nike do in their advertisements? They honour great athletes. That’s who they are. That’s what they are about. Our customers want to know who is Apple and what is it we stand for. Where do we sit in this world. What we’re about isn’t making boxes for people to get their jobs done …

When you’re young, you look at television and think, There’s a conspiracy. The networks have conspired to dumb us down. But when you get a little older, you realize that’s not true. The networks are in business to give people exactly what they want. That’s a far more depressing thought. Conspiracy is optimistic! You can shoot the bastards! We can have a revolution! But the networks are really in business to give people what they want. It’s the truth.