As he was finishing work on the "Think Different" ad, Jobs did some different thinking of his own.
He decided that he would officially take over running the company, at least on a temporary basis.
He had been the de facto leader since Amelio's ouster ten weeks earlier, but only as an advisor.
Fred Anderson had the titular role of interim CEO.
On September 16, 1997, Jobs announced that he would take over that title, which inevitably got abbreviated as iCEO.
His commitment was tentative: He took no salary and signed no contract.
But he was not tentative in his actions. He was in charge, and he did not rule by consensus.
That week he gathered his top managers and staff in the Apple auditorium for a rally,
followed by a picnic featuring beer and vegan food, to celebrate his new role and the company's new ads.
He was wearing shorts, walking around the campus barefoot, and had a stubble of beard.
"I've been back about ten weeks, working really hard," he said, looking tired but deeply determined.
"What we're trying to do is not highfalutin.
We're trying to get back to the basics of great products, great marketing, and great distribution.
Apple has drifted away from doing the basics really well."