Presentation-Secrets-Of-Steve-Jobs
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80 CREATE THE STORY<br />
Problem and Solution in Thirty Seconds<br />
With more than ten thousand applications available for the<br />
iPhone, the App Store has been a resounding success for Apple.<br />
The company features some individual apps in television and<br />
print ads for the iPhone and iPod Touch. The television ads<br />
are effective because in thirty seconds they paint a picture of a<br />
problem and offer a solution.<br />
For example, in one ad for an app called Shazam, a narrator<br />
says, “You know when you don’t know what song is playing and<br />
it’s driving you crazy? [introduces problem] With the Shazam<br />
app, you just hold up your iPhone to the song, and within seconds<br />
you will know who sings it and how to get it.” 5 The taglines<br />
are always the same: “That’s the iPhone. Solving life’s dilemmas<br />
one app at a time.”<br />
In thirty seconds, the commercials succeed in raising a problem<br />
and solving those problems one app at a time. The ads<br />
prove that establishing problems and offering solutions need<br />
not be time consuming. Don’t spend too much time getting to<br />
the punch line.<br />
<strong>Jobs</strong> Doesn’t Sell Computers;<br />
He Sells an Experience<br />
After identifying the villain and introducing the hero, the next<br />
step in the Apple narrative is to show how the hero clearly offers<br />
the victim—the consumer—an escape from the villain’s grip.<br />
The solution must be simple and free of jargon. Visit the Apple<br />
site, for instance, and you will find the top reasons “why you’ll<br />
love a Mac.” 6 The list includes specific benefits and largely avoids<br />
complicated technical language. As a case in point, instead of<br />
saying that a MacBook Pro comes with an Intel Core 2 Duo 2.4<br />
GHz, 2 GB, 1,066 MHz, DDR3 SDRAM, and a 250 GB Serial ATA<br />
5,400 rpm, the site lists direct benefits to the customer: “It’s gorgeous<br />
inside and out; it does what a PC does, only better; it has<br />
the world’s most advanced operating system, and then some; it’s<br />
a pleasure to buy and own.” You see, your target customers are