Branding: How to Be Insanely Great

Nearly three decades later, insanely great are still top-of-mind words at Apple. Tim Cook, Apple’s new CEO, shared this at Jobs’ company memorial: “Steve never followed the herd. He thought deeply about almost everything and was the most unconventional thinker I have ever known. He always did what he thought was right, not what was easy. He never accepted merely good. He would only accept great — insanely great.”