Scene 7: Reveal the conquering hero

‘The only problem with Microsoft is they just have no taste. And I don’t mean that in a small way. I mean that in a big way.’ Steve Jobs

The hero’s mission

  • Not necessarily to slay the bad guy but to make our lives better

‘I’m a Mac.’ ‘I’m a PC.’

  • The ads play out the villain (pc) and hero (mac) plot in 32 vignettes.
  • Once the hero is established, the benefit must be made clear

Problem and solution in 30 seconds

  • Need not be time consuming
  • Don’t spend too much time getting to the punch line

Jobs doesn’t sell computers; he sells an experience

  • The solution must be simple and free of jargon
  • Unlike his competitors, Jobs largely avoids mind-numbing data, stats, and jargon in his presentations.
  • ‘one more thing’ near the end
  • This skill, the ability to create a villain and sell the benefit behind the hero’s solution, is a Steve Jobs messaging technique that appears in nearly every presentation and interview he gives.
  • Unless you have a lot of passion about this, you’re not going to survive. You’re going to give it up. So, you’ve got to have an idea or a problem or a wrong that you want to right that you’re passionate about. Otherwise, you’re not going to have the perseverance to stick it through. I think that’s half the battle right there.

Director’s notes:

  • Describe the state of the industry (or product category) as it currently stands, followed by your vision of where it could be.
  • Once you have established the antagonist – your customers’ pain point – describe in plain English how your company, product, or service offers a cure for that pain.
  • Remember, Steve Jobs believes that unless you’re passionate about a problem that you want to make right, you won’t have the perseverance to stick it out.

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