Wow! here came the iPhone

Today, exactly 10 years ago, Apple introduced the iPhone. During his keynote presentation at Macworld Expo in San Francisco, the late Steve Jobs told the audience that:

Today, we’re introducing three revolutionary products.
The first one is a widescreen iPod with touch controls.
The second is a revolutionary mobile phone.
And the third is a breakthrough Internet communications device.
So, three things: a widescreen iPod with touch controls, a revolutionary mobile phone, and a breakthrough Internet communications device.
An iPod, a phone, and an Internet communicator.
An iPod, a phone… are you getting it?
These are not three separate devices. This is one device.
And we are calling it iPhone.
Today, Apple is going to reinvent the phone.

For the thousands of people in the auditorium, as well as for the crowd of technology enthusiasts like me that followed the event via a live blog, this was certainly a wow! moment.

iphone_jobs

This was one of these points in time when you recognize that a product or service is a must have that might change your life. Something powerful enough to make one say: “Wow! I’ve never seen (or heard) something like this in my whole life.” Or, like Jobs had perfectly described this moment a few seconds earlier in his speech:

Every once in a while, a revolutionary product comes along that changes everything. And Apple has been – well, first of all, one’s very fortunate if you get to work on just one of these in your career.
Apple’s been very fortunate. It’s been able to introduce a few of these into the world.
In 1984, we introduced the Macintosh. It didn’t just change Apple, it changed the whole computer industry.
In 2001, we introduced the first iPod, and… it didn’t just – it didn’t just change the way we all listen to music, it changed the entire music industry.

So, as a product marketer and a public speaker, what can you learn from the January 9th, 2007 iPhone announcement? besides that the iPhone was – and still is – a great disruptive product. Here are a few tips on how to turn a new product introduction into a memorable wow! moment:

Sometimes a wow! moment just comes spontaneously (or even unexpectedly.) But if you want to make sure you don’t miss the opportunity to wow! your audience, then you’d better plan, script and rehearse your presentation well in advance.

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The legacy of Steve Jobs

I just finished watching Apple’s “Let us loop you in” live stream.  A near-anticlimactic event without any spectacular new product announcements – but rather new features on, and different colors and sizes of the Cupertino company’s smartphones, tablets and watches (and wristbands.)

There were also no surprises in terms of the CEO’s presentation style. Tim Cook has never been able to reach the speaking heights of Steve Jobs, even though he keeps delivering a consistently good speaking job.

Tim_Cook

As Carmine Gallo observes in one of his Forbes articles, Cook has skillfully taken over the techniques of his famous predecessor to introduce new products. His presentations are also rich on photographs and images. And, even when Cook talks more statistics, his slides only have one number on it —the number he wants his audience to remember.

What is probably more remarkable than Tim Cook giving a Steve Jobs-like talk, is that nowadays almost any device manufacturer or software developer is trying to mimic Jobs’ presentation style and templates.

In some of my presentation skills workshops, I’m showing Bill Gates’ infamous slide that he used for  introducing Microsoft Silverlight. It’s a self-explanatory example on how overcrowded visuals may blur the message and overshadow the speaker.

gates

But, in preparation of writing this blog post, I watched some recent product announcements by some of Apple’s direct competitors: Samsung, LG and Huawei. Look at the video captures below. Sometimes it’s even hard to identify their visuals as not being created by an Apple designer. All of them have rigorously adopted Steve Jobs’ principles: focus, design and simplicity.

Samsung

LG

Huawei

The only advice they all might have missed is Jobs’ “Think different” – and in this case, probably, “Use different visuals” too…

More reading:

Four storytellers about storytelling

I have been blogging about storytelling in business for the past two years and written more than 80 posts about the topic. If you still wonder what storytelling is all about, and why it’s so important in today’s business environment, then listen (or read) what these respected entrepreneurs, businessmen and storytellers are saying about it.

richard_branson

Richard Branson (@richardbranson), founder of the Virgin Group, is certainly one of today’s most influential thought leaders. With more than 4 million followers, he is the most-followed public figure on LinkedIn. His blog posts, opinion pieces and interviews are putting him in the spotlight as a great communicator, and an inspiring storyteller.

“Whatever you are trying to sell, storytelling is the most powerful thing you can do. Most of the best business ideas come from personal experiences.”  (from Jack Preston’s blog post about Virgin Media Pioneers’ Pitch to Rich competition)

“If you want to stand out from the crowd, give people a reason not to forget you.” (from Richard Branson’s blog post on virgin.com)

“What I soon learned was that practice made all the difference. The more prepared I was, the less I stammered and stumbled. Good speakers aren’t just talented or lucky ̶ they work hard.” (from an interview with Richard Branson in Entrepreneur magazine)

gary_vaynerchuk

With “only” 218,326 Linked followers, Gary Vaynerchuk (@garyvee) is a little less known –which doen’t mean less talented– storyteller. A Belarus-born author, investor, and founder of VaynerMedia – and a famous wine connoisseur.

“No matter what you do, no matter what your profession is, our job is always and forever to tell our story. And that is never going to change. The way you make real money, the way you make real impact, the way things get changed is by great storytelling. It’s always been that way, and it always will be that way. Because we’re f***ing human beings, and that’s what we like.” (from a 99U presentation by Gary Vee)

“My ability to tell a better story than my competitors became the reason we had a successful company.” (from an Entrepreneur video in which Vaynerchuk tells about his wine business)

guy_kawasaki

Also Guy Kawasaki (@guykawasaki), author, entrepreneur and former chief evangelist at Apple, stresses the importance of storytelling in his talks and writing. I am a big fan of Guy’s book “Enchantment: The Art of Changing Hearts, Minds, and Actions”, about influencing people and delivering a powerful brand experience.

“You need to tell a story. Most people, particularly ad technology, are horrible at telling stories. You need to tell a story. Why did you start eBay? Why did you start Google? Why did you start Apple?” (Guy Kawasaki in a presentation at Stanford University)

“The art of branding requires creating something contagious that infects people with enthusiasm, making it easy for them to try it, asking them for help in spreading the word, and building the community around it.” (from “The Art of the Start” by Guy Kawasaki)

“Enchantment transforms situations and relationships. It converts hostility into civility. It changes skeptics and cynics into believers… When you enchant people, your goal is not to make money from them or to get them to do what you want, but to fill them with great delight.” (from an interview with Guy Kawasaki in Forbes magazine)

steve_jobs

And finally, there’s the obligatory Steve Jobs, founder and CEO of Apple Computer (and Guy Kawasaki’s ex-boss,) who I still consider the archetype of a born storyteller, storymaker and storydoer.

“We may have the best product, the highest quality, the most useful software etc.; if we present them in a slipshod manner, they will be perceived as slipshod; if we present them in a creative, professional manner, we will impute the desired qualities.” (from Walter Isaacson’s biography of Steve Jobs)

“People would confront a problem by creating a presentation. I wanted them to engage, to hash things out at the table, rather than show a bunch of slides. People who know what they’re talking about don’t need PowerPoint.” (from Walter Isaacson’s biography of Steve Jobs)

So this was my last blog post before summer holidays.Thank you for your readership, for following my blog, and for your comments and reactions. Let me close in beauty with a memorable video clip of the MacWorld 2008 keynote by the late Steve Jobs, in which he introduces a MacBook so thin that it even fitted inside a brown envelope…

About storytellers, storydoers and storymakers

I am currently attending the Mobile World Congress in Barcelona. One of these global mega-events, where thought leaders, opinion makers and industry gurus (and also few humble marketers like me) come to tell their stories.

You can hear these corporate storytellers in the auditoria, watch them talk on one of the big screens in the halls and meet them on the exhibition floor.

mwc

Lately I came across a few articles about the need to complement storytelling by storydoing. The idea is simple and straight forward: great companies don’t just tell stories, but they also take action on them.

  • Storytellers are companies or individuals, that convey the story of their brand, business or product by telling that story. As I stated in earlier posts, storytelling is a powerful tool to engage audiences and create worth-of-mouth buzz.
  • Storydoers consciously work to convey their story through direct action. Storydoing companies put the narrative in action and use stories to drive product development and enhance their customers’ experience.

Storydoing should not be considered as a black-or-white alternative to storytelling. In fact, both practices go hand in hand. Storytelling is mainly driven by marketers, while every company employee can contribute to the doing. Recent research by storydoing.com suggests that storydoing companies are better performers, as they tend to spend less money on advertising and paid media, but rather invest in customer engagement and execution.

As a marketer in a fast-moving technology sector, I would tend to add a 3rd category to the ones above:

  • Storymakers are the real market innovators, entrepreneurs and changemakers. They build a whole new story for their product or their company, or even a completely new brand.

Only great personalities are able to combine the three roles above. The Mark Zuckerbergs, Elon Musks and Steve Jobs’s of this world. They not only have great ideas, but they also have the capabilities to execute them and engage their audience – and as such create or change an industry.

So, if you can be a storymaker, a storyteller and a storydoer; And if you can talk your walk, walk your talk, and walk your walk, then you’ll be a man my son… (free interpretation of Rudyard Kipling’s “If”)

Some other articles about storytelling vs. storydoing: