“To me, marketing is about values. This is a very complicated world, it’s a noisy world. And so we have to be really clear about what we want them to know about us.”

When Steve Jobs returned to Apple in 1997, they were nearly bankrupt. He had to borrow $100 million from Bill Gates just to keep the lights on. When he died in 2011, Apple was the most highly valued company in the world. An accident? I don’t think so. Here he is, about 10 weeks after he returned to the company in 1997, ten years before the iPod, iPhone and iPad, explaining to internal staff how he was going to change their marketing and change the world.