This video captures legendary Apple CEO Steve Jobs at a crucial moment. He had just returned to the helm of the company that he had founded, and been fired from 12 years earlier. The company was offering dozens of computer models and had shifted to competing on the same terms as the rest of the computer industry — technical specifications of speeds and feeds. Apple’s brand and team had suffered. In this video, Steve explains to his marketing team that Apple’s brand must speak to Apple’s values and be much more like Nike. Every Evergreen leader should consider Steve’s challenge: Do your brand and marketing speak to what you stand for in the world — your Purpose?

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(Photo: Ben Sanfield)