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Don’t settle

Quotes from 20th-century icons in Apple’s “Think Different” ad

By Nate Burgos

In 1997, Steve Jobs returned to the company that he co-founded. He ordered a new marketing campaign with the slogan of “Think different” in partnership with advertising agency TBWA\Chiat\Day.

The TV commercial featured archival footage of seventeen creative icons of the 20th century, in order of appearance: Albert Einstein, Bob Dylan, Martin Luther King, Jr., Richard Branson, John Lennon, Buckminster Fuller, Thomas Edison, Muhammad Ali, Ted Turner, Maria Callas, Mahatma Gandhi, Amelia Earhart, Alfred Hitchcock, Martha Graham, Jim Henson, Frank Lloyd Wright, and Pablo Picasso. This publication pairs each with a selection of quotes, which are equally iconic in nature.

Named after Steve Jobs’ Stanford Commencement Speech, the result is a collection of motivational quotes, accented with doodles:

Compiled, arranged, doodled and self-published by

Author photo

Nate Burgos is a designer for the Fortune 5,000,000 who strives to do thoughtful work. He runs Design Feast—his long-term project dedicated to creative culture—which writer Alissa Walker described as “a resource that’s hard to put down once you’ve dug in.”

Photograph by Matt Soria at CreativeMornings/Chicago

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Crafted as a readable document.