Craft Narratives, Not Just Descriptions #shorts

1000 songs in your pocket. That was the sales pitch for the original ipod years and years ago. And in my opinion, this phrase is the reason Apple has become the most valuable company on earth. Instead of describing the product, they told a five word story about the transformation it creates. And that one line was masterminded by none other than Steve Jobs himself. But Steve Jobs wasn't always an amazing storyteller. Interestingly, he actually led the messaging for the Lisa computer Apple released in 1978 and it was a catastrophic flop. But after he was removed from Apple and founded Pixar, he came back few years later a much better storyteller. At Pixar, Jobs was surrounded by some of the best storytellers in the world. And it shows. In 2001, he came back to Apple and he was the one responsible for launching the ipod. And it's that focus on building a story around their brand that has turned Apple into the world leader in consumer technology. There's a lesson here. You don't win by having the best product. You win by wrapping your product into a story that the customer tells themselves. Follow for more.