Steve Jobs: The Captain of Cool – 47

“Every product he crafts he regards as a sacred object, the primary aspiration of which is to incite naked lust.” It’s hard to know if Steve Jobs really believes the products he develops are the equivalent of the tribal culture “fetish,” but whether he does or not, he is able to impart that idea to those who will listen to him. That’s part of the marketing genius he has. My thought is that Jobs partly believes his own hype, but not completely. He knows he’s a showman and performer, and in the

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