By Honoring our Heroes, We Make Our Values Known
"By honoring the lives of those we admire, we make our own values known. Perhaps more clearly than words ever could." -Steve Jobs
This is hardly the most well-known Steve Jobs quote, but it's possibly the most fitting as we look back and remember him.
It appeared as part of a forward, written by Jobs, for a book released by Apple as marketing material in 1998 called "1998: The Year of thinking different." (source: Brad Gessler)
Reading this letter made me miss Jobs even more.
Here's the forward:
The most admired companies in the world have one thing in common: They stand for something.
The world can change, the market can change, their products can change - but their core beliefs remain the same.
Like Disney, Sony, and Nike, Apple is a brand that is loved and respected around the world.
We like to think its because we have a soul.
Apple has never just been about making boxes to help people get their jobs done (though we’re proud to do that well). We’re about something more.
We believe that people with passion can change the world for the better. And we believe that creativity is the force that pushes the human race forward.
About a year ago, we took a long, hard look at the challenges facing Apple. We realized that to fight our way back, we’d have to do two things better than we’ve ever done before:
Make computers that are strikingly innovative. And make it clear to the world (and to ourselves) what Apple stands for.
To do the latter, we created the “Think different” series.
It’s nothing more than a tribute to our heroes - the people who changed the world with their spirit and idealism, their courage and perseverance.
By honoring the lives of those we admire, we make our own values known. Perhaps more clearly than words ever could.
The photographs on these pages have been a source of pride and energy for all of us in the Apple family. For when we remember our heroes, we rekindle our own idealism, and renew our determination to make the best computers in the world.
This has been an invigorating and positive year for Apple. The “Think different” series has resonated with the world beyond our wildest hopes, and, in the process, has become an undeniable part of Apple’s spirit.
We hope this book helps carry that spirit forward.
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Tragedy in art, from Ancient Greece to Breaking Bad, resists all our efforts to tie reality up in a neat bow, to draw some edifying lesson from it. Instead it confronts us with our own limitations, leaving us scrabbling in the rubble of certainty to figure out what's next.
- Why democracy has been unpopular with philosophers
- Tragedy's reminder that the past isn't finished with us
- …and why we need art in the first place
We're talking Ghost in the Shell type of stuff.
Maybe you watched Ghost in the Shell and maybe afterwards you and your friend had a conversation about whether or not you would opt in for some bionic upgrades if that was possible - like a liver that could let you drink unlimitedly or an eye that could give you superhuman vision. And maybe you had differing opinions but you concluded that it's irrelevant because the time to make such choices is far in the future. Well, it turns out, it's two years away.
"Earth" features about 30 of the biggest names in entertainment.
- Lil Dicky is a rapper and comedian who released his debut album in 2015.
- His new music video, "Earth," features artists such as Justin Bieber, Ariana Grande, Ed Sheehan, Kevin Hart, and Leonardo DiCaprio.
- All proceeds of the music video will go to environmental causes, Dicky said.
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