People who are crazy enough to think they can change the world, are the ones who do.

This line is widely associated with the late-1990s Apple “Think Different” campaign, where it appears (in close variants) in the “Crazy Ones” manifesto used in Apple advertising and promotional materials. Rob Siltanen, an advertising creative, has been credited in some accounts with contributing to early drafts of the manifesto during the campaign’s development at TBWA\Chiat\Day. However, the wording is also frequently attributed to Steve Jobs or to Apple generally, and the precise circumstances of first publication and authorship of this exact sentence are not consistently documented in a single, definitive primary source.

The line celebrates a kind of productive audacity: the willingness to appear unrealistic, naïve, or even “crazy” in the eyes of conventional opinion. Its logic is that transformative change rarely begins with consensus; it begins with individuals who act as if the limits others accept are not final. By reframing “craziness” as courage and imagination, the quote valorizes risk-taking and persistence in the face of skepticism. It also implies a critique of complacency—those who are fully adjusted to the world as it is are less likely to remake it. The aphorism functions as motivational rhetoric, urging readers to embrace visionary thinking and disregard social discouragement when pursuing ambitious goals.

1) “The people who are crazy enough to think they can change the world are the ones who do.”
2) “Here’s to the crazy ones… the ones who are crazy enough to think they can change the world, are the ones who do.”
3) “Those who are crazy enough to think they can change the world usually do.”