@Cassel

Love how Pentagram tells a fictional story to show off 40 years of work.

(Source: new.pentagram.com)

The genius of Steve Jobs and Apple was in seeing beyond this limited notion of how computers could fit into our lives. It was through the Mac — and later, the iPod, iPhone, and iPad — that we discovered computers could be tools for creativity and personal expression. The discovery that a computer or phone could unleash your inner artist, channel your creative voice, or even evoke love: if you can remember the extraordinary moment you first felt that potential, the odds are good that you felt it while using a device created by Steve Jobs.

The social media revolution rests on this discovery of the creative, expressive, and emotional potential of digital technology. From the videos we create on YouTube to the haiku we post on Twitter, from the birth announcements we post on Facebook to the eulogies now pouring forth across the blogosphere, we live our creative and emotional lives online because somebody thought to give us a computer that suggested there might be something more important than a spreadsheet. Somebody gave us GarageBand and an iPod that acknowledged music as something to create and share as well as package and buy. Somebody gave us an iPhone and an iPad that showed us a digital world beyond our desks, and an offline world with a connection to our online relationships.

—Steve Jobs, Father of Social Media - Harvard Business Review