“He’s involved in details you wouldn’t think a CEO would be involved in."
–Ken Segall, a former Chiat/Day creative director who has worked with Apple on and off for years, talking about Steve Jobs, Fortune‘s “CEO of the Decade.” Jobs commissioned the 1997 “Think different” campaign, says Segall, long before any of Apple’s new products were introduced — or even described to the ad team. “He’d say, ‘The third word in the fourth paragraph isn’t right. You might want to think about that one.'”
The new issue of Fortune, featuring a in-depth retrospective on Jobs, hits newsstands today. –Jessica Shambora
