Bono was in the TIME 100 on Thursday — the magazine’s list of what it thinks are the 100 most influential people in the world.
But Bono wasn’t on the list. He was asked to write a short essay someone who was: Apple’s top designer, Jonathan Ive. And he invoked a couple Star Wars references in the process:
Jony is Obi-Wan. His team are Jedi whose nobility depends on the pursuit of greatness over profit, believing the latter will always follow the former, stubbornly passing up near-term good opportunities to pursue great ones in the distance. Jony’s values happen to add value — emotional and financial. It takes a unique alchemy of form and function for millions of people to feel so passionately about the robot in their pocket.
You can click the link above for the full essay.