Presentation-Secrets-Of-Steve-Jobs
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REVEAL A “HOLY SHIT” MOMENT 155<br />
was simple and consistent in presentations, press releases, and<br />
the Apple website. However, it remained a tagline until <strong>Jobs</strong><br />
brought it to life in October 2001.<br />
Just as a playwright sets the stage early and reveals the plot<br />
over time, <strong>Jobs</strong> never gives away the big moment right out of the<br />
gate. He builds the drama. <strong>Jobs</strong> took the stage to introduce the<br />
iPod and, slowly, added layers to the message until he hit the big<br />
note.<br />
“The biggest thing about iPod is that it holds a thousand<br />
songs,” <strong>Jobs</strong> said.<br />
“To have your whole music library with you at all times is<br />
a quantum leap in listening to music.” (A device that carried a<br />
thousand songs wasn’t unique at the time; what came next was<br />
the big news.) “But the coolest thing about iPod is your entire<br />
music library fits in your pocket. It’s ultraportable. iPod is the<br />
size of a deck of cards.” <strong>Jobs</strong>’s slide showed a photograph of a<br />
card deck. “It is 2.4 inches wide. It is four inches tall. And barely<br />
three-quarters of an inch thick. This is tiny. It also only weighs<br />
6.5 ounces, lighter than most of the cell phones you have in<br />
your pockets right now. This is what’s so remarkable about iPod.<br />
It is ultraportable. This is what it looks like.” <strong>Jobs</strong> showed a<br />
series of photographs. He still hadn’t shown the actual device.<br />
“In fact, I happen to have one right here in my pocket!” <strong>Jobs</strong><br />
then took a device out of his pocket and held it up high, as the<br />
audience cheered. He had his photo opp. He concluded, “This<br />
amazing little device holds a thousand songs and goes right in<br />
my pocket.” 5<br />
The headline in the New York Times read: “1,000 Songs in<br />
Your Pocket.” <strong>Jobs</strong> could not have written a better headline.<br />
Actually, he did write it! He also created an emotionally charged<br />
event that planted the headline into the dopamine-dumping<br />
frontal cortex of his listeners’ brains.<br />
Dropping a Welcome Bombshell<br />
<strong>Jobs</strong> returned to Apple as the interim CEO in 1997. He dropped<br />
the “interim” from his title two and half years later. Instead of