Scoop Makhathini Says Steve Jobs Inspired His Signature All-Caps Writing Habit
Scoop Makhathini Says Steve Jobs Inspired His Signature All-Caps Writing Habit. Media personality and entrepreneur Scoop Makhathini has revealed the surprising origin story behind one of his most recognisable trademarks: writing almost everything in capital letters.
Speaking during an interview, Scoop Makhathini responded to a question that has followed him for years across social media and business circles: Why does he write in all caps?
His answer traced back to the early days of Twitter, when users were limited to short posts, and timelines were dominated by similar-looking text. According to Makhathini, the decision was not random, but the result of a deliberate effort to stand out.
“I love standing out,” he explained, describing himself as someone naturally drawn to taking a different path from the crowd.
Makhathini said the idea crystallised while reading Walter Isaacson’s biography of Steve Jobs. He became fascinated by Jobs’ approach to design and innovation, particularly Apple’s willingness to challenge industry norms through seemingly small details.
Reflecting on the evolution of personal computers, Makhathini highlighted how Jobs introduced colourful designs, rounded corners and creative-focused features at a time when most computers appeared uniform and business-oriented.
For Makhathini, the lesson was clear: details matter, and rule-breaking can create distinction.
“No matter how simple or minute the detail is, do it to stand out,” he said.
Inspired by that philosophy, he began posting in capital letters on Twitter. The unconventional style immediately drew attention, with many users asking whether he was “shouting” at them online. Rather than abandon the approach, Makhathini viewed the criticism as proof that he had succeeded in disrupting expectations.
He argued that the visual difference forced people to pause while scrolling and pay attention to the content itself.
His goal, he said, was not merely to attract attention but to ensure that the ideas behind his posts would encourage readers to learn more about him and engage with his message.
Over time, what began as a branding experiment evolved into a broader personal principle centred on authenticity and independence.
Makhathini said the backlash he received became a test of whether he could remain true to himself despite widespread criticism.
Today, he says he still writes emails, messages and professional correspondence in capital letters, including communications with brands. In fact, he regards reactions to the practice as a useful indicator of how potential partners approach curiosity, research and respect.
“If a brand wants to work with me, they should already know that about me,” he said.
Beyond typography, Makhathini believes the debate around capital letters reveals something deeper about social conditioning. He challenged the assumption that all-caps writing must automatically be interpreted as shouting, arguing that many conventions are accepted simply because society has repeated them often enough.
According to him, genuine individuality requires questioning those assumptions rather than blindly following them.
While critics may continue to see capital letters as unconventional, Makhathini insists the choice remains intentional. What some interpret as chaos, he says, is actually a carefully considered strategy rooted in visibility, creativity and a willingness to challenge convention.
“There is a method to all of my madness,” he said.
