Presentation-Secrets-Of-Steve-Jobs

CREATE TWITTER-LIKE HEADLINES 41
TABLE 4.1 JOBS’S CONSISTENT HEADLINES FOR MACBOOK AIR
HEADLINE
”What is MacBook Air? In a
sentence, it’s the world’s thinnest
notebook.” 2
“The world’s thinnest notebook.” 3
“This is the MacBook Air. It’s the
thinnest notebook in the world.” 4
“We decided to build the world’s
thinnest notebook.” 5
“MacBook Air. The world’s thinnest
notebook.”
“Apple Introduces MacBook Air—
The World’s Thinnest Notebook.” 6
SOURCE
Keynote presentation
Words on Jobs’s slide
Promoting the new notebook in a
CNBC interview immediately after
his keynote presentation
A second reference to MacBook Air
in the same CNBC interview
Tagline that accompanied the
full-screen photograph of the new
product on Apple’s home page
Apple press release
“We’ve built the world’s thinnest
notebook.” 7
Steve Jobs quote in the Apple press
release
impossible to create consistent messaging without a prepared
headline developed early in the planning stage. The rest of the
presentation should be built around it.
Today Apple Reinvents the Phone
On January 9, 2007, PC World ran an article that announced
Apple would “Reinvent the Phone” with a new device that combined
three products: a mobile phone, an iPod, and an Internet
communicator. That product, of course, was the iPhone. The
iPhone did, indeed, revolutionize the industry and was recognized
by Time magazine as the invention of the year. (Just
two years after its release, by the end of 2008, the iPhone had
grabbed 13 percent of the smartphone market.) The editors at PC