Summary:
Steve Jobs’ 3-Part Hook: The article discusses a one-minute segment from Steve Jobs’ 2007 iPhone launch, highlighting three hook techniques employed by Jobs in the opening lines.
Techniques Explored:
- Make a Promise: Jobs makes a promise by investing time and effort into a revolutionary product, using costly signaling and raising the stakes to convey value.
- Give an Invitation: He extends an invitation to the audience, making them feel fortunate to be part of something extraordinary, creating a sense of privilege.
- Leverage Juxtaposition: Jobs uses juxtaposition by comparing the iPhone to the Macintosh, positioning it within Apple’s revolutionary lineage and defining what revolutionary means in the context of the phone industry.
Discussion (1)
The second part, where Jobs invites everyone to be part of something big is overlooked by a lot of people. It’s not just him and Apple doing something cool; it’s like saying, “Hey, you’re cool too, come join us!” This makes it personal and exciting.