CHAPTER 9BRAND
I have some very bad news to share with all of you. Steve passed away earlier today.
—Apple CEO Tim Cook,October 5, 2011
Steve. Just Steve. Just like Mike.
We all know who Mike is. But few other people in history have succeeded in making their first name their brand. And even fewer—maybe no one—in the history of business have done so. What would Steve Jobs do? What would Steve do? What other Steve could we be talking about?
In the days immediately following Steve’s passing, the media, the talk, and the chatter on the street were just about Steve. Everybody knew the story. Like Mike, he touched millions of lives, whether you’re a basketball fan or not. Because of Mike, many of us became basketball fans.
But basketball doesn’t ...
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