“Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.”
-From Apple’s Think Different advertising campaign
Why in the world would a website like Sattvic Planet glorify the lyrics from a television commercial of a powerful corporation? Over the past year on multiple occasions I have written about the destructive role that corporations play on the health of people and planet. I often write negatively of the pharmaceutical industry, genetic engineering companies such as Monsanto, junk food companies such as McDonalds, and extractive companies such as Exxon. Yet, this is the third time a quote related to Steve Jobs has appeared on Sattvic Planet in the past year. Jobs led Apple to become the most valuable corporation on the planet, and today everybody and their mother has an Apple product in their pocket. Apple has very much become a mainstream product, perhaps not to the extent of Microsoft or Coke, but they are in no way a part of the counter culture. The irony here is that the Think Different campaign of the late 90’s appears to be born of the counter culture. In a society of mass conformists afraid of being different, the Think Different campaign is at least partly responsible for launching Apple to new levels of wealth and popularity.