People say: “Steve Jobs created a vision.”
– Yes, and so did and do many other people. He gave you lifestyle.
To create something larger than the product is not only a creative art form, in some business strategies it is inevitable to know which effect your business, service or product has, to distinguish yourself from the competition. People or companies who use their value proposition as a story are very successful in turning consumers into fans. Some companies create such a strong story line and just randomly implement their product, that you don’t want to purchase the product, you want to purchase the image of yourself that you get when you think about owning this product.
You buy the Harley Davidson cause you’re born to be wild, not because it has an ergonomic seat adjustment and an economically reasonable consumption. You drink Red Bull because it gives you wings and not because you have a slight caffeine problem. So no. Not only Steve created the Story. This is all around us, you just manifested Steve as THE PRESENTER.
People say “Steve used an Aha-Effect”
– Yes, and so did and do many other people. He applied an ‚emotional momentum‘
The memorable moments or rather the moment in a presentation where you notice that the topic, the product, the idea, the service, the issue has a significant relevance to you, these are the moment you personally remember.
Now imagine how the presentation of Thomas Edison would’ve looked on the stage for the introduction of the light bulb:
“Hello everyone, I am so glad you could join me, here in the auditorium, with no windows. I know it is unusual, that it is so dark, but this is the moment I have been looking forward to for a long time. It took us over 3000 designs.
You know how in nighttime everything goes dark and we can’t really do anything about it? Wouldn’t it be great if we could be walking on sunshine around the clock, read till dawn without straining our eyesight in the candlelight? Imagine how we could grow, the money we could make, the industries we could build, the wishes we could grant if we would not have to stop working at night?”