In this video, Steve Jobs talks about stop selling the features of the product and start selling dreams. He was giving the example of the dairy industry and the Nike company. What Nike did is not just show the features of their product but they are selling the dreams to the customers by hiring famous sports personalities and giving them honor. After Jobs returned to Apple, the company was in a state of disarray, even with a huge advertising budget. People who are crazy enough to believe they can change the world, and who completely believe this, are often the ones who succeed. Even though a lot changed at Apple while he was absent, he wanted to return to Apple's roots and core values. Yet values and core values will never change. In Steve Jobs' opinion, being the first to market is not as important as being the best.