One More Thing
When people remember Steve Jobs, I think most of us to go a singular image: a tall, lanky man, wearing wire glasses, a black turtleneck, jeans, and sneakers, all alone on simple stage with a large solitary screen behind him.
We’ve talked a lot in my newsletter and blog about what techniques you can use to create drama and excitement and draw your audience in. There’s color, lighting, music, and multiple screens. For Steve Jobs, the consummate ringmaster could command a room like no other. The stage held only him and a massive screen that displayed the latest Apple innovation.
Earlier in his life, Jobs spent time in Japan and became completely enamored with the county. He appreciated the minimalism and simplicity that Zen Buddhism emphasized and which was reflected in many design influences in the country. Apple products also reflected that same simplicity, as did Steve Jobs’ product launches and keynotes. For Jobs, no shock and awe was necessary. The new Apple product coming had enough excitement and innovation packed into it and that was the main draw. Everything around it was minimal and the new, spectacular product sat alone in the white-hot spotlight
But just because Jobs was an aesthetic minimalist on stage, it doesn’t mean that he didn’t have a flair for the dramatic. Apple is well known for being extremely secretive, but rumors would always leak out about when the next product announcement would be. Lots of waiting and anticipation followed. The date would finally get announced. More waiting and anticipation. Then the moment would arrive for Jobs’ presentation. The audience and thousands of people across the planet anxiously watch the live stream of the Jobs’ keynote. They are always awesome changes but the audience is still waiting and waiting and waiting. Finally, Jobs says “But there’s one more thing.” At this point the audience is ready to erupt.
Jobs completely understood how to rope in his audience. It didn’t hurt that he had “insanely great” (as he used to say) product to showcase. But he understood the value and importance of building anticipation, getting attention, and then wowing the audience with something revolutionary. His presentation is tailor made to appeal to the right side of the brain.
Steve Jobs Introducing the iPhone, January 2007.
