one thing comes up

Steve Jobs 2007 iPhone product presentation

if we're learning

why don't we just learn from the best

today I'm going through his introduction section of the iPhone presentation

to show you how he pitched the product

and how you can use the same strategy

to pitch your product and to pitch yourself

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and let's go

this is a day I've been looking forward to

for two-and-a-half years

okay just the first sentence

but there is a

lot of purpose in this already

he gave away an important number

two and half

years

they used two and a half years to build up this product

to prepare for this product pitch

so the audience you better pay attention

for the next 45 minutes of your time

on this two-and-a-half years of preparation

is two and a half years a long time?

not that much in terms of product development

but mentioning it at the beginning

does help to build up

100% attention from the audience members

every once in a while a revolutionary product comes along

that changes everything

and Apple has been well first of all ones 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

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 I did some cut just to focus on the important part

at this stage what he's doing

is he's building authority for Apple as a brand

and you might think everybody knows Apple

but twelve years ago

does everybody know what they're doing?

he presented Apple in a way that

it's not just a product

but a revolutionary leader

for the last 23 years

and for this section

he really built up the high expectation from the audience

because people do look at the past

to predict the future

well today

we're introducing

three revolutionary products of this class

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 today Apple is going to reinvent the phone

and here it is

this is the most interesting way

to introduce a product

and he build up the hype

even more from the audience

by introducing the product not immediately

imagine someone just introduced a product the traditional way

hey here's my product

and here's feature one, two three that you care about

instead

he mentioned the functions that customers value the most first

then introduce his product that performs the functions

at the end

no picture about iPhone

hmm this is some real build up

like you're listening to an EDM song and

you're expecting the drop

but not yet

what are you gonna think

hey what's going on

what's so secretive about this drop

and people love secrets

at this stage

he already built up the audience excitement to a level

that they can't wait to hear

about what this product is

alright

the next section he's going to talk about

the traditional smartphones

and they all have these plastic little keyboards on them

and the problem is that they're not so smart

and they're not so easy to use

so if you kind of make a you know business school 101 graph

of the smart axis and the easy to use axis

phones regular cell phones are kind of right there

they're not so smart

and they're you know not so easy to use

but smart phones are definitely a little smarter

but they actually are harder to use

they're really complicated

just for the basic stuff people have a hard time

figuring out how to use them

well we don't want to do either one of these things

what we want to do is

make a leapfrog product that is way smarter

than any mobile device has ever been

and super easy to use this is what iPhone is

okay

so we're gonna reinvent the phone

okay

he's talking about why Apple is unique

the position

but I have to say that that was not the business 101 class That I took

the business 101 class that I took

has quality on the x-axis

and price on the y-axis

but in his graph both axes are about the quality

because Apple is not telling you we are cheap

they're telling you we are unique

so you need to pay a premium on our product

you cannot find anyone in this position to provide such a value

this is not a complete version of the competitive analysis but

it's the only part worth mentioning to show the audience that

this product is as evolutionary as he said

and next is the last section before he introduced the iPhone

now why do we need a revolutionary user interface

I mean here's four smartphones right

Motorola Q the BlackBerry Palm Treo

nokia e62 the usual suspects

and what's wrong with their user interface as well

the problem with them is really sort of in the bottom 40 there

it's it's this stuff right here

they all have these keyboards

that are there whether you need them or not

to be there and they all have these control buttons

that are fixed in plastic

and are the same for every application

well every application wants a slightly different user interface

a slightly optimized set of buttons

just for it and what happens if you think of

a great idea six months from now

you can't run around and add a button to these things

they're already shipped

so what do you do

it doesn't work because the buttons and

the controls can't change they can't change

for each application and they can't

change down the road

if you think of another great idea

you want to add to this product

you all know that UI is what Steve Jobs cares about the most

you see that he did not just mention a general problem that everybody has

but focus on a specific limitation of the customers current solution

he is not positioning himself as selling the product

but a solution provider for these people

so their problem can be solved

the problem he solving might not be the most

painful in the world

but it's specific enough

that it resonates well with a

group of people

many presenters make the mistake of

not making the problem specific enough

so it doesn't resonate deeply with a group of people

when your problem is to general people will think

yeah I have the problem

but I don't want to

pay for it

what we're gonna do is get rid of all these buttons

and just make a giant screen

a giant screen

ding

friendly reminder remember 2007

we call this giant screen

and it'd take about seven minutes

for him to get on this point

and show the real picture of iPhone

at this stage the audience mental state

is at the completely different level

compared to the start of the presentation

it's not oh it's a product but

oh finally we are getting the real Product

and we have invented a new technology called multi-touch

which is phenomenal

it works like magic

you don't need a stylus

it's far more accurate

than any touch display that's ever been shipped

it ignores unintended touches

it's super smart

you can do multi-finger gestures on it

and boy have we patented it

to end up on this light

I really want to mention some of the word choices

he has on introducing iPhone in general and introducing the multi-touch technology

just for the last minute

he was using big words

like phenomenal super smart

work like magic

he truly believed this product will work well

be a bit careful

about using all these words

when you don't truly believe in your product

because the audience will tell the users will tell

when you're not telling the truth

and make sure you have evidence of proving all these points that you made

for Steve's presentation

he used the next 40 minutes introducing

all these features that's really adding

a lot of values for the users who's using smart phones

those are some hard evidence of proving his point

about phenomenal

super-smart

work like magic

and also what proved the most is not

his hour-long presentation about iPhones features

but truly happy users

and some presenters will use words that show uncertainty

like I think so

even I believe

because what you think can be questioned

but saying it is the best

you can't be that easily questioned

I want to end the presentation here

because after this

he is going into more details about

the product features

in summary

those are the techniques that Steve Jobs used

in his first iPhone launch presentation

and here we learned

number one

how to build audience attention from the first sentence

number two

build Authority for the brand first

number three

specify the problem by focus on the limitations of the customers current solutions

number four

use data in a smart way that shows the uniqueness of the product

number five

use big certain words wisely

to create a stronger effect of the message your delivering

number six

also position yourself as a solution provider instead of a salesperson

because a former solves problems

but the latter sells things people don't need

and you really need to dig deeper on the customers

and the small group of people who resonate the most

if you watch more of his presentations

you can see a consistency

in his type of presenting

throughout all his Product launch events

thanks for staying until the end