Too Long; Didn't Read
Steve Job's infamous speech on marketing was, above all else, authentic. He made everyone listening feel like a WE. Not a'me' listening to a company or executive selling/explaining something, but a group. He stayed seemingly objective and even openly criticizes Apple’s management (“neglect”) just one minute in. He continued with examples like the milk industry's “Got Milk” and Nike's honoring-athletes-advertising strategy, and so forth.