There's an interview with Steve Jobs from 1993 that's doing the rounds at the moment (or, that means I've seen it on several different sites over the past few days). It's well worth taking 10 minutes out to watch it - it's at the bottom of this post - because he's talking about the process of branding and hiring Paul Rand to do it. But it's easy to look at it and assume he's talking about Apple. But he's not. So it's also worth taking a little time to understand the context: because he is, in fact, talking about the branding of NeXT Computer - the company that Jobs founded after he'd been sacked from Apple by the man he brought in to run it, John Sculley. And this is the 'little jewel' that he's talking about:
Actually, I did seriously consider buying a NeXT computer at the time that I bought my first Apple Mac (though not my first computer; that was an Apricot F2), but I ended up with a Quadra 700 instead. And the legacy of NeXT (after being bought out by Apple following Jobs return to the fold) was Mac OS X. Anyway, here's the movie:
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