11 Ways Steve Jobs Made Apple the Most Admired Tech Company

By Alyson Shontell

Just 14 years ago, Apple was on the verge of bankruptcy. Today, it is the world's most admired technology company -- and also one of its most valuable.

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Steve Jobs, who resigned last week from his role as chief executive officer of the company, can be credited for the drastic turnaround. But how did he do it?

Apple's now-legendary "Think Different" advertising campaign from the late 1990s was one of the most effective of all time. It also summarizes the approach that Jobs brought to his position at Apple when he returned to the company in 1997. That campaign -- and Jobs -- stimulated innovation and reinvention, which is what Apple, today, is all about.

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http://www.theatlantic.com/technology/archive/2011/08/11-ways-steve-jobs-made-apple-the-most-admired-tech-company/243973/