Apple Computer, Inc. released its “Think Different” campaign in 1997 to mark the return of Steve Jobs and to resurrect the struggling computer company. The Think Different campaign “got an audience that once thought of Apple as semi-cool, but semi-stupid to suddenly think about the brand in a whole new way.”1 Interestingly, be different is what Silicon Valley Bank (SVB) embraced and practiced from its beginning in 1983. The Bank distinguished itself from the crowded banking sector by serving entrepreneurs in the region since the early 1980s. At the time SVB was formed and officially named, “Silicon Valley” was considered unattractive for banking to capture the public attention and adopted the available moniker.

In this final section, the author looks at how the skyline of Cambridge has been transformed as new areas such as the Cambridge Biomedical Campus have sprung up. During the twentieth and early twenty-first century, the city has expanded rapidly in size, population and wealth as it has gained a world-class reputation in science, technology and innovation. The author examines the achievements of scientists in the field of molecular biology, including Crick and Watson’s discovery of the structure of DNA, and Fred Sanger’s role in the Human Genome Project. She also considers the forging of links between University and industry, the emergence of the Cambridge Science Park, hi-tech success stories such as ARM, and the forerunners of the hi-tech boom, including Pye, Acorn and Sinclair. Student life in the University today and the iconic Boat Race, Bumps, May Balls and Footlights are clearly explained. Issues affecting the town include the growth of car ownership, the importance of tourism, the development of Lion Yard and the Grand Arcade, and the origins of Petty Cury. At its core, Cambridge remains recognisably medieval, centred on the town and university church of Great St Mary’s.