In the 22 years I worked at Apple, I rarely saw anyone sell anything. As a sales executive in the Higher Education division, it was my job to convince college administrators and students to spend more money on an iMac than a PC. But when Steve Jobs returned in 1997, traditional selling went extinct in our corner of Cupertino. Jobs was a master salesman, but to him, selling wasn’t selling. It was seduction. Jobs built on the ideas of Apple’s ’70s marketing legend Regis McKenna, who saw before anyone else did that Apple’s early computers could appeal to people who didn’t spend their time disassembling motherboards—to students, teachers, musicians, and other creative people like me, who thought computers could be, you know, fun. Read more at Fast Company.