The Real Story Behind Apple's 'Think Different' Campaign - Forbes | Psychology of Consumer Behaviour |

Written by Rob Siltanen, chairman and chief creative officer at Siltanen & Partners.

"In his book, Isaacson incorrectly suggests Jobs created and wrote much of the “To the crazy ones” launch commercial. To me, this is a case of revisionist history....As you’ll learn later in my account, the soul of the original “The crazy ones” script I presented to Jobs, as well as the original beginning and ending of the celebrated script, all ultimately stayed in place, even though Jobs initially called the script “shit.”"