Steve Hayden quotes:

If you want to be a well-paid copywriter, please your client. If you want to be an award-winning copywriter, please yourself. If you want to be a great copywriter, please your reader.

The competitors, like Commodore and Kaypro, were all doing speeds and feeds, whereas Steve always wanted things like "What is the significance in the world? How might this change things?

Apple is not sold with advertising despite the long series of clever advertisements produced for the company over the years. It is sold with evangelism, one person talking to another. The advertising reinforces the evangelist message.