Presentation-Secrets-Of-Steve-Jobs

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Today Apple reinvents the phone!
—STEVE JOBS, MACWORLD 2007
“Welcome to Macworld 2008. There is something
clearly in the air today.” 1 With that opening
line, Steve Jobs set the theme for what would
ultimately be the big announcement of his
keynote presentation—the introduction of an ultrathin notebook
computer. No other portable computer could compare to
this three-pound, 0.16-inch-thin “dreambook,” as some observers
called it. Steve Jobs knew that everyone would be searching
for just the right words to describe it, so he did it for them:
“MacBook Air. The world’s thinnest notebook.”
The MacBook Air is Apple’s ultrathin notebook computer.
The best way to describe it is as, well, the world’s thinnest notebook.
Search for “world’s thinnest notebook” on Google, and the
search engine will return about thirty thousand citations, most
of which were written after the announcement. Jobs takes the
guesswork out of a new product by creating a one-line description
or headline that best reflects the product. The headlines
work so well that the media will often run with them word for
word. You see, reporters (and your audience) are looking for a
category in which to place your product and a way of describing
the product in one sentence. Take the work out of it and write
the headline yourself.
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