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In 1998, Jay Chiat, whose agency, Chiat/Day, helped invent the Tao of Apple, was trying to convince me of Steve Jobs’ epochal importance. Jay and Steve had become good friends (although Chiat also regarded Jobs as being epochally irritating), and I figured his regard for Jobs was more sentimental than historical. After all, at that point in time, 20 years after Apple had started, almost nobody but the most faithful would have credited Apple with being much more than a specialty enterprise.