Is recognizing that people are human: they have rational, cultural, and emotional dimensions, and they appreciate the person who creates a meaning for them to embrace. For Jobs, design was not only beauty, but creating new meanings for users.

He also offered meaning to his employees - they worked hard on visionary projects, striving to meet targets and to satisfy their leader's maniacal attention to detail, because he infused them with a sense of mission: Apple had to leave a mark in the world of computing, improve people's lives, be bold and, of course, "think different."