When I met Steve Jobs, he was 23 years old. He was making the Apple II. He and [Steve] Wozniak just thought computers could be important someday.

We started with, “We want to change the world but we don’t have all the money in the world. We just have an idea.”

Then I’ve got to pass the baton, pass the credit immediately to the fact that I happened to meet up with Steve Jobs, who happened to be a 23 year old, who knew at 23 that he wanted to change the world.

Wozniak loved computers and he loved making the computers that his other computer friends thought were really cool.

Steve looked at computers and said, “This is going to change everything.”

And he knew it when he was that young, he knew that technology was not just some kind of science project.

This was something that was going to change how human beings lived and did things.

Computers were already doing things on a big, giant corporate scale– big computers in the basement of big companies.

I was fascinated with the movie about the machine that decoded the Nazi code during World War II.

The reality is that was the first computer in the world and it did something pretty important.

I still I still have no idea how computers work but how that thing figured out how to break the Nazi code is as mystifying as how I can Google you on my phone and find out everything I want to know about you including your wife’s name.

I just think it’s all magic.

“When I met up with Steve Jobs, he was this little, tiny company but had this belief that he wanted to deliver this technology to people’s lives because he thought it could make their lives better and more creative.”

I actually have to admit that it just brought out all my storytelling juices because here’s this kid that understood that everything Apple did had to be a part of their story.

He cared about everything.

He cared about the package. He cared about the manual that you read that taught you how to use a computer because he didn’t want it to be daunting.

“I happen to believe, and I had nothing to do with this, that his intuition, his creative genius, beyond the computer thing, was being a marketing genius.”

He named that company Apple.

There’s all kinds of mythology about the day he said, “let’s call it Apple,” but somehow intuitively, he understood that this brand was going to make technology accessible to people all over the world and it couldn’t be named something daunting or put offish or unlikeable.

He came up with something as simple as Apple because he wanted to be accessible, and wanted everybody to trust it, like it, and want to use it.

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Lee Clow is the chairman and global director of TBWA\Worldwide, and had been its chief creative officer. Advertising Age referred to him as "advertising's art director guru".