Roger von Oech

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      Brian Clark

      Interesting. But with certain products, writing the advertising copy first is a legitimate approach, because the copy will tell you what benefits the product must deliver.

      It's actually smart product development, and the fact that Daniel Lyons finds that humorous means he wouldn't do all that well as the "real" Steve Jobs. :)

      Roger von Oech

      Brian: Thanks for the comment. And you make a good point about "reversing the way" things are done.

      But in fairness to Daniel Lyons, I only included half of the quote (page 47) which then goes on to describe more of FSJ's product design philosophy. This then leads into a very bizarrely funny encounter FSJ has with the iPhone engineering team (in which he capricously fires several of them).

      Shakespeare's Fool

      Roger,
      Great excerpt. Very funny.
      So, so easy to conjure up a mind's eye view
      of Steve and company making the ads.
      Sill laughing as I type.

      (But I don't think that's the way he does it.
      How did "Think Different" define anything
      about a product? And I'm pretty sure
      Chiat/Day created the"1984" ad long, long
      after development started on the Mac.)

      John

      Roger von Oech

      John: Good points all around.

      Brian Clark

      >>This then leads into a very bizarrely funny encounter FSJ has with the iPhone engineering team (in which he capricously fires several of them).

      Probably a good move. ;)

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