Chapter 84 Macworld Boston, August 1997

Employees received memos announcing the re-pricing of Apple stock options, signed like this—"Steve and management."Soon, it was known that he was leading all of the company's product evaluation meetings.Combined with other signs that Jobs was deeply involved in Apple's business, Apple's stock price was pushed up from $13 to $20 in July. In August 1997, Apple's loyal fans gathered at the Macworld conference in Boston, and the scene was extremely hot.More than 5,000 people had arrived hours early, pouring into the castle conference room at the Park Plaza hotel, awaiting Jobs' keynote address.They want to see their hero return - and to see if he's really ready to be their guide again.

The crowd erupted in cheers when a photo of Jobs in 1984 appeared on a giant overhead screen. "Steve! Steve! Steve!" people started chanting even while the host was still introducing him.When he finally stepped onto the stage — in a black tank top, collarless white shirt, jeans, and a mischievous smile — the screams and strobe lights rivaled any rock star appearance.He begins by reminding the audience of his official function. "I'm Steve Jobs, the chairman and CEO of Pixar," he introduced himself, and a slideshow played on the big screen to explain.The scene became a little quieter.He then explained his role at Apple. "I, along with many others, are working together to help Apple get healthy."

But as Jobs walked up and down the stage with a remote in his hand playing a slide show on an overhead screen, it was clear that he was in charge of Apple now — and likely always will be.His well-crafted, note-free presentation explained why Apple's sales had fallen 30 percent in two years. "Apple has a lot of great people, but they are doing the wrong thing, because the plan itself is wrong." He said, "I found that many people can't wait to support a good development strategy, but they just don't." Screams, whistles and cheers erupted. Over the course of his presentation, his enthusiasm grew stronger and stronger, and he started talking about "we" and "me" — not "they" — when it came to what Apple should do. "I think you still have to think differently when you buy an Mac," he said. "People who buy Macs just think differently. They represent the innovative spirit of the world, and they are going to change the world. This man makes tools." He cupped his hands and pointed to his chest as he emphasized the "we" in that sentence.Then, in his closing remarks, he kept emphasizing the word "we" when talking about Apple's future. "We also need to use a different way of thinking to serve those who bought our products from the beginning. Because many people think they are crazy, but in that kind of madness we see genius." The audience applauded thunderously, and people stood Get up and look at each other in awe, some still wiping tears from their faces.Jobs made it clear that he and Apple's "we" are one.