User talk:Paulrfrank

Based on earlier interactions with Jobs he had worked hard to produce the following copy: >"To the crazy ones. >Here’s to the misfits. The rebels. The troublemakers. >Here’s to the ones who see the world differently. >They’re the ones who invent and imagine and create. >They’re the ones who push the human race forward. >While some may see them as the crazy ones, we see genius. >Because the people who are crazy enough to believe they can change the world are the ones who actually do. >FADE TO APPLE LOGO AND LINE “Think different.” (p. 6) This is the concept originally panned by Steve Jobs as "advertising agency shit!"  After this presentation to Jobs, Siltanen moved his focus to other accounts while other members of the agency worked with Jobs.  Ultimately Jobs came full circle and approved Siltanen's concept.  The language was modified most prominently by Ken Segall to get to the ad text as it was finally aired. For my money the primary author of the text is Rob Siltanen with a significant assist from Ken Segall, although as with most collaborative work designating one or two authors is a fiction of modern convenience.
 * As a "newbie" I am not familiar with the guidelines for identifying authors in this case. Rob Siltanen -- creative director and a managing partner of TBWA/Chiatt/Day ad agency at the time -- as well as being the "young copywriter" lambasted by Steve Jobs as mentioned in his biography -- provides his detailed account of the genesis of "The crazy ones..." copy from notes he made at the time:  "The Real Story Behind Apple's 'Think Different' Campaign" (http://www.forbes.com/sites/onmarketing/2011/12/14/the-real-story-behind-apples-think-different-campaign/#32411d9555c2)   He describes the sequence of events inside the agency and interactions with Steve Jobs.

I'll let more knowledgeable people make amendments -- if any -- to Wikiquote they see fit.