How Steve Jobs perfected the pitch for the iPhone

Steve was doing that the entire time. He was working on that story from day one. He was pitching us this, this, this, and then this, and. And then he would look at our faces. Because you wouldn't. Most people wouldn't, at least if you're working for him, wouldn't tell him what you really thought of what he was saying. But he would look at your faces and then he would talk to a few, real trusted confidence outside of the. Outside of the organization and see what they thought. Right. And they could give him feedback on it and they could really challenge him. But they could. He would also look at their faces and go. And so when you see that, then he would modulate it and change it slightly and change it. So he was working during all of that time on the story and the storytelling. Right. And the whys, while we're working on that and helping us refine it. Just like the switch from plastic to glass. Right. All the time working on that. So when he comes out on stage, he does something that every marketer is told not to do. Say these three things are now combined in one. That is like the that. They say that that is the laziest form of storytelling possible for marketing. Right? Yeah. Right. But it was the best one because it was all those pains. It was like, I want my ipod, but I want my communications and I want my Internet browsing because I want it on the go so I can look up things. Because it was information. And when you were on the road, you had a laptop, you had an ipod and you had a phone that, and you had to carry all of these things with you at once. Now we're going to solve that pain for you and put it all together. So he was just showing you the pain and being that virus of doubt and going, it's now in this one magical thing. And he could come up and masterfully tell that story because he told it almost every day to all of these people inside, very quietly. And then it was just right. It was like a, you know, a Tony Award winning play that had been worked on for 10 years. But also the human came through the timing. It was all that. And of course, he was dramatic at certain points and he would raise his voice and a wry smile or whatever. Right. That was all those touches. He was an actor as well as the storyteller. Yeah, but it was the truth, right? The truth came through. It was a nonfiction story. And then he added those personal flourishes on top of it for dramatic effect. It's amazing.