Steve Jobs Lives

That’s not to say that those who loved him, knew him, worked for him or rely on the products produced by the company he founded don’t feel a loss. But the culture he leaves behind at Apple will continue.

It’s a culture of relevance.

It’s an idea.

And it is so ingrained in the DNA of APPL that only a deliberate deviation from that idea can screw it up.

It was clear in the mid-1970s that individual computing machines were the future. Everybody knew it, but only Apple did something about it. What Jobs and Steve Wozniak did more than 30 years ago had never been contemplated before and is too seldom considered now: They made technology humanly relevant.

Mike Tittel is the executive creative director of our Cincinnati office. He loves to say, “Everything I’ve ever wanted to do with a computer, I can do with a Mac.”

Want is an important word.

While other technology companies focused on spreadsheets and processing speeds, while IBM and Burroughs built systems for tasks people had to do, Apple made very personal devices to help people do what they wanted to do.

And to achieve what they wanted to achieve.

Those of us who work in marketing and other communications disciplines today almost take this innovation for granted. We know why the Macintosh, the iPhone, the iPad and even the iPod make sense. They have become an essential part of our business and personal lives. If you told someone to go without something for a day—be it a car, food, housing or iPhone—it’s almost certain that person would give up everything else before the beloved smartphone.

It’s hard to imagine life without these technologies, and it’s equally hard to imagine the man who brought them to us is gone.

Many eulogies will be written for Steve Jobs as the cofounder and (some say) savior of Apple. What he accomplished in product development in his too-short life, of course, cannot be denied. But more important is his impact beyond the walls of his Cupertino empire.

He changed the way the world thinks about tools and technology. Some would say he changed the world.


by Adryanna Sutherland
President, gyro Cincinnati


Follow Adryanna on Twitter @Adry99.

Cross-posted at Ignite Something on the Forbes CMO Network