Walter Isaacson's biography of Steve Jobs highlights the pivotal moments in Jobs' career, including his launch of the "Think Different" campaign. This campaign became a defining aspect of Apple's brand, showcasing creativity and innovation while celebrating individuals who changed the world. Through compelling advertising, Jobs aimed to inspire consumers to embrace a different perspective and to pursue their own passions in technology and beyond.

Isaacson's work illustrates how Jobs' vision extended beyond products to a broader cultural ethos. The "Think Different" mantra encouraged people to challenge norms and think outside conventional boundaries, reflecting Jobs' own approach to life and business. This campaign helped solidify Apple's identity as a leader in innovation and set a standard for how companies could engage with customers on a deeper, more meaningful level.