Presentation-Secrets-Of-Steve-Jobs

68 CREATE THE STORY
a persuasive story. Explanations of new products or services
require context, a relevance to a problem in your customer’s life
that is causing that person “pain.” Once the pain is established,
your listener will be much more receptive to a product or service
that will alleviate that pain.
The Apple Religion
In his book Buyology, marketing guru Martin Lindstrom equates
Apple’s message with the same powerful ideas that propel widespread
religions. Both appeal to a common vision and a specific
enemy.
“Most religions have a clear vision,” writes Lindstrom. “By
that I mean they are unambiguous in their missions, whether
it’s to achieve a certain state of grace or achieve a spiritual goal.
And, of course, most companies have unambiguous missions as
well. Steve Jobs’s vision dates back to the mid-1980s when he
said, ‘Man is the creator of change in this world. As such he
should be above systems and structures, and not subordinate to
them.’ Twenty years and a few million iPods later, the company
still pursues this vision.” 5
According to Lindstrom, who spent years studying the
common traits of lasting brands, religions and brands such as
Apple have another quality in common: the idea of conquering
a shared enemy. “Having an identifiable enemy gives us the
chance not only to articulate and showcase our faith, but also
to unite ourselves with our fellow believers . . . this us-versusthem
strategy attracts fans, incites controversy, creates loyalty,
and gets us thinking—and arguing—and, of course, buying.” 6
Will It Eat Me?
Establishing the antagonist early is critical to persuasion, because
our brains needs a bucket—a category—in which to place a new
idea. Think about it this way: your brain craves meaning before
details. According to scientist John Medina, our brains were
formed to see the big picture. Medina says that when primitive