‘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.
- 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.