Steve Jobs, founder and CEO of Apple Inc., succumbed to his battle with pancreatic cancer Wednesday evening at the age of 56. Marketing asked industry leaders for their reaction on the sad news of his death:

“Steve Jobs understood that computers were used by human beings. He made them beautiful, friendly, and often indistinguishable from magic. He democratized the publishing industry, he transformed the music industry, he disrupted the mobile industry, and created the tablet industry. He never gave people what they wanted, but chose instead to give them what they never knew they needed. For good or for bad (but mostly for good), he had an uncompromising creative vision. Last night I dreamt of a secret notebook containing all of Steve’s ideas for the future. I hope this ‘Book of Jobs’ continues to inspire and fuel Apple for decades to come.” Jason Theodor, senior creative director, Blast Radius

“Steve Jobs didn’t just make the best consumer electronics: he made consumer electronics in an era where we used them to help define ourselves. He wasn’t just a great leader: he was a rockstar CEO at a time where such a thing was actually possible. And he wasn’t just a pitchman: he was the evangelist for his brand when that meant investing oneself in one’s products and then delivering a keynote to millions. And so now, in passing, he’s remembered fondly, by people tweeting and updating from the very devices he put in their hands. It’s arguable that Steve Jobs was the best CEO ever. What is inarguable is that he was the true CEO of his era.” Max Valiquette, managing director of intellectual property and content development, Bensimon Byrne

“The world has lost a ‘true leader’ in the passing of Steve Jobs. He was a rare individual who not only saw different possibilities for the world, but was able to inspire users and employees into true ‘brand advocates’. His personal passion for the ‘purpose’ of his business over just the ‘profits’ it could generate was a refreshing magnet for users and employees alike.” John M. Wright, president and managing director, Canadian Management Centre

“It wasn’t a surprise, but the passing of Steve Jobs is being felt across our industry. The tools and devices he invented are at the heart of what we use everyday. We use them to create ideas. We use them to communicate. We use them to read. We use them to play. His vision inspired everyone and created new paradigms and new ways of doing things. He personified innovation in its most effective way. The world will be quieter without him. There will be less anticipation, less wonder, less vision. He will be missed.” Adam Oliveira, executive creative director, Quizative

“We are deeply saddened by the loss. Steve Jobs was a great mind in the technology world and was a pioneer in making products that could be complex into intuitive, easy-to-use devices. He had a very clear vision of what technology really should be and do for people. We know Apple is in good hands with Tim Cook and the innovation and simplicity of Apple products will continue.” John Boynton, executive vice-president and chief marketing officer, Rogers Communications Inc.

“For me, the most amazing thing about Steve Jobs is not that he made and sold us things we didn’t even know we wanted, but the fact that, as a leader, he understood that culture drives everything in business. Jobs was consistently able to orchestrate environments where excellence in innovation and delivery were the norm. In Apple and Pixar, he created high-performance teams that consistently delivered products that surprised, delighted and were incredibly successful. He got the best out of the best. It’s no small thing to do it once, but to do it twice? Awe-inspiring.” Maggie Fox, founder, Social Media Group

For more industry reaction, grab a copy of the next Marketing, out next week.