Starting with the "Think Different" campaign, and continuing through the rest of his years at Apple,
Jobs held a freewheeling three-hour meeting every Wednesday afternoon
with his top agency, marketing, and communications people to kick around messaging strategy.
"There's not a CEO on the planet who deals with marketing the way Steve does," said Clow.
"Every Wednesday he approves each new commercial, print ad, and billboard."
At the end of the meeting, he would often take Clow and his two agency colleagues, Duncan Milner and James Vincent,
to Apple's closely guarded design studio to see what products were in the works.
"He gets very passionate and emotional when he shows us what's in development," said Vincent.
By sharing with his marketing gurus his passion for the products as they were being created,
he was able to ensure that almost every ad they produced was infused with his emotion.