Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek.
It took competitors so many years to understand Apple.
There they were, churning out gadget after gadget with feature after feature.
And there was Apple, with this curious interest in, well, real people.
That Steve Jobs, he was a crazy one.
Oddly, the peculiar focus on, well, humanity contributed greatly to Apple becoming one of the most revered brands in the world.
Apple showed that focus yet again yesterday, as the nerds gathered for the Worldwide Developers Conference in Cupertino.
How did Apple welcome these developer nerds?
Why, by mocking them. By gently showing them how they look, how they behave and how they seem like a strange breed to real humans.
Here was a video that looked like a BBC wildlife documentary. Here were nerds who behaved like, oh, if I finish the sentence, I'll sound rude. Please just watch this.
Coming from another brand, this might have bordered on the insulting.
Coming from Apple, it was the perfect welcome to nerds who, somewhere in their recondite hearts, know exactly how they must appear to the outside world.
Well, at least some of them must know.
A few of them?
Yet Apple didn't leave it there. It didn't just set a mocking tone and hope that the nerds would get the joke.
It built their egos--and, even more, their hopes--up again with another video.
No, it didn't offer footage of these nerd developers protesting that they were actually kind, thoughtful or--perish the very idea--ethical individuals.
Instead, it showed some of their family members doing it for them.
So many brands try to flatter in unctuous ways.
Apple hasn't been immune from this.
Here, though, Cupertino showed enormous emotional intelligence, by revealing just how carefully it had thought about those it needed to impress.
First, it had a little joke with them. At their expense.
Then it showed their true value.
Thinking about the thoughts and feelings of others is the first step toward being emotionally clever.
The second part, which can be trickier, is to affect those feelings in a positive way.
Speaking of which: Hey Apple, why doesn't Siri understand half the things I say? Still.