I never met Steve Jobs. In fact, I unfortunately never even had the pleasure of hearing him speak live.

So why do I feel sad?

Though I’ve never met the man, I’ve experienced his vision directly and personally…right here at my kitchen table.

Today I spent a good part of the day test driving my new Air Book.

Intuitive, lightweight, with layers of discovery and delight. I couldn’t stop touching it.

I never met the man, but I feel as if he knew me. He knew what a computer should be. Could be. Not just what is should do.

Vision is great, but it only has real impact when you can experience it first hand in products or services that make a difference.

And Steve Jobs understood this. He was one of the few leaders in business that was meticulous about design – not out of some obsession or affectation. But because he knew that good design really does make a difference in people’s lives.

Thank you Steve. I hope the Apple brand is strong enough to honor your legacy by remaining true to this principle.

That’s my point of view. What’s your twist?

Did Steve Jobs and Apple mean something personal to you?

Brand School had great examples of real companies. I was able to dig even deeper, think of things in a new way, and get new ideas for my brand.It was well worth the fee. – Brenda C.

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Julie is the Founder and CEO of BrandTwist, a brand consultancy that helps entrepreneurs and corporations build stronger, more profitable brands.


  1. This is great! I am not a mac user but as an entrepreneurial gal who wants to change the world, I really respected who he was as a person and how innovative he was. It’s my hope that I will be known for personally touching the lives of people in such a profound way. I also love the way he thinks about people and how they want to interact with things in a personal way.

  2. Hi Julie

    I just found you through RHHLive line up… I’m excited to be there.

    ANd then I saw this post and had to reply. I too had an incredibly deep surge of loss when I saw the picture of Steve the next morning.

    I was just talking to a friends about how he has changed the world… what is the reason he got sick? – the deeper messages..? who really knows, but my intuition is that he has served his time to transform this ‘ugly’ old world of boxes to an expanded world of creation for all to access.

    It’s time for us all to really take a stand and live brightly, using these tools that we have to create and inspire others to do the same. I am deeply thankful and in awe of all who do this. And he did it in a very profound way.

    His speech about ‘connecting the dots’ also got me very deeply- as this is really what it’s all about. To feel our unique and perfect part in this whole picture and how we are essential to it. This starts with us being able to do this inside of ourselves- our lives and our bodies. Hmm. I think I will write a blog post about this too! I’m going to connect on Twitter, so I’ll post it to you there.

    Warmly and thanks
    Looking forward to meeting you next week



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