Kranz On Copy: Insights and answers on copywriting and writing copy

Abe Lincoln once said something to the effect that character is like a tree and reputation its shadow; one remains constant while the other changes shape depending on time, season, weather and other variables.

Something happened today that really brought home the often great disparity between character and reputation. At a meeting of the development committee for Notre Dame High School in Lawrence, we reviewed the contributions made to the school thus far.

Guess who was at the very top of the list? The Bill and Melinda Gates Foundation, weighing in with $160,000 for this year. It turns out that this is part of a much larger donation to the Christo Rey Network which will ultimate distribute $500,000 to Notre Dame over three years.

Funny, among the Geekacrocy and in public perception in general, Bill Gates plays the role of the heavy, the black-hatted corporate techmeister who is strangling progress, as opposed to the "noble" efforts of the good, "think different" people at Apple, such as the much-lauded Steve Jobs.

You know what though? Bill Gates puts his money where his mouth is. His foundation's contributions to healthcare in Africa are literally changing the world. And its contribution to a forward-thinking school like Notre Dame demonstrates exactly the kind of leadership other corporations should follow.

Think different? Perhaps Microsoft should one-up Apple with a new slogan: Act different.