Hero's iPhone
Steve Jobs said: “The most powerful person in the world is the storyteller.” Here’s the storytelling framework Jobs used (that you can too): I don't often use business people to demonstrate storytelling ideas. But Jobs was a unicorn and a master of the craft. This is directly from his 2007 iPhone product launch keynote. Let’s dig in *** 1. Make a promise A tantalizing statement to draw the audience in. A few guidelines: • Short • Punchy • “Big if true” Jobs promises “a revolutionary product that changes everything.” This sets both the tone and expectations for the entire keynote. *** 2. Create the buildup Set the context by using comparisons on the scale you hope to achieve. Jobs compares what he’s revealing to the Macintosh 1 and the iPod. Two products that, as he reminds you, changed entire industries. *** 3. Introduce conflict If there’s no problem, then there’s no suspense, no entertainment. Every great story has a Villain — whether fiction or in business. Here, Jobs makes it the smart phone. “The problem with smartphones is they’re not so smart.” *** 4. Raise the stakes Bring on the drama. Jobs says “Apple is going to reinvent the phone.” He was right… But think about how bold that claim was in 2007 before anyone had heart the word “iPhone.” *** 5. Demonstrate it Show your audience why your product – your story – is important. Jobs does a great job injecting humor here. *** 6. Bring back the problem When you watch Jobs, he never raises the stakes just once. Instead, he drills home how frustrating the current state is over and over. And each time, it's a bit worse. And that’s why your product is needed. *** 7. Wrap it up Position your product as an elixir. In 30 seconds, Jobs lists 13 features of the iPhone that traditional phones don’t have. Include your Call to Action — what you want people to do. For Jobs, it's buy the iPhone. So he wraps up that series of features with a surprisingly low price. Then end your story. *** That’s the general breakdown of Jobs approach to storytelling. You’ll notice it’s similar to the classic “Hero’s journey.” He didn’t reinvent the wheel. Instead, he mastered it. Tldr 1. Make a promise 2. Create the buildup 3. Introduce conflict 4. Raise the stakes 5. Demonstrate it 6. Bring back the problem 7. Wrap it up
Thanks Nathan... The video is epic