Andy Cunningham was Steve Jobs’ former publicist and is the author of “Get to Aha!: Discover Your Positioning DNA and Dominate Your Competition.” Following is the transcript of the video.
Andy Cunningham: People like Steve Jobs are what I call a cult of personality and there are several of them out there. Richard Branson is one. Elon Musk is one. So they exist out there and they usually try, if they’re entrepreneurs, they build companies that are trying to do the next big thing or trying to make huge changes in human behavior. And when you’re working with these people they’re so charismatic that it’s both an honor and a privilege, but it’s also a huge challenge because they have this outsized vision of what they can accomplish and they expect you to play a role in accomplishing it.
Steve was a really contentious individual to work with but he was incredibly pure in his agenda of what he was trying to accomplish and all of us who worked with him knew that he was there to change the world, and he was going to change the world, and if you were invited to be a part of his team, you knew that you would participate in changing the world.
When I launched the Macintosh back in 1984 we were actually trying to position the Macintosh as the computer for “the rest of us,” meaning the rest of us in business and we had developed all of these messages—these little memes of messages— and when we launched it at the De Anza Center on January 24th, 1984 it was a beautiful moment and there were people in the audience who actually cried and all the TV stations were covering it, and all the radio stations were covering it, and Read More Here