Here’s to the crazy ones. The misfits. The rebels. The

Here’s to the crazy ones. The misfits. The rebels. The troublemakers.

The round pegs in the square holes. The ones who see things differently.

They’re not fond of rules. And they have no respect for the status quo.


You can quote them, disagree with them, glorify or vilify them. About the

only thing you can’t do is ignore them. Because they change things. They

push the human race forward. And while some may see them as the crazy

ones, we see genius. Because the people who are crazy enough

In order to evoke the spirit of Dead Poets Society, Clow and Jobs wanted to

get Robin Williams to read the narration. His agent said that Williams didn’t

do ads, so Jobs tried to call him directly. He got through to Williams’s wife,

who would not let him talk to the actor because she knew how persuasive

he could be. They also considered Maya Angelou and Tom Hanks. At a

fund-raising dinner featuring Bill Clinton that fall, Jobs pulled the president

aside and asked him to telephone Hanks to talk him into it, but the

president pocket-vetoed the request. They ended up with Richard

Dreyfuss, who was a dedicated Apple fan.


to think they can change the world are the ones who do.

Jobs, who could identify with each of those sentiments, wrote some of the

lines himself, including “They push the human race forward.” By the time of


the Boston Macworld in early August, they had produced a rough version.

They agreed it was not ready, but Jobs used the concepts, and the “think

different” phrase, in his keynote speech there. “There’s a germ of a brilliant


idea there,” he said at the time. “Apple is about people who think outside

the box, who want to use computers to help them change the world.”

They debated the grammatical issue: If “different” was supposed to modify


the verb “think,” it should be an adverb, as in “think differently.” But Jobs

insisted that he wanted “different” to be used as a noun, as in “think victory”


or “think beauty.” Also, it echoed colloquial use, as in “think big.” Jobs later

explained, “We discussed whether it was correct before we ran it. It’s grammatical,


if you think about what we’re trying to say. It’s not think the same, it’s

think different. Think a little different, think a lot different,


think different.

‘Think differently’

wouldn’t hit the

meaning for me.”