Steve's job was to think differently. Your job is to have confidence in your way of thinking. We all do it, but sometimes we have a challenge of understanding how the way we think fits into the thinking of the organization that we work for. Of course the process is much easier when your organization has a brand platform to help guide the direction of the organization. This allows you to determine if your brand aligns with your company's.
Steve Jobs understood the value of thinking differently. It was not a case of him sitting down and trying to figure out how to think another way. It was him having the confidence in his way of thinking to guide him and his organization. As a result his way of thinking allowed a legion of people who shared similar ways of thinking to become champions of his brand and brand champions for Apple.
As he said in his commencement address at Stanford University in 2005, "Do not lead someone else's life." Understand your purpose in life and what your guiding principles are. This allows you to have confidence that your way of thinking is right. It is our Brand Jobs.
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