Imagine standing in front of a large audience, wanting them to listen to you with undivided attention. That's what Steve Jobs, the founder of Apple, did. He had a simple secret weapon to achieve this, transforming every Apple product presentation into a global event that captivated the public. The secret to his products wasn't the number of gigabytes, megapixels, or even processor speed, but rather his simple, emotional communication style.
Jobs knew that the audience wasn't interested in technical numbers as much as they were in answering one question: "What does this product mean to me?" In this article, we'll explore how Steve Jobs used this principle to make Apple products like the iPhone and iPod more than just devices, and how you, too, can adopt this approach in your business or daily life to capture the attention of any audience.
Steve Jobs made people care about Apple products.
Steve Jobs wasn't just a businessman; he was a communications wizard. In 2001, when he introduced the first iPod, a portable audio player with up to 5GB of storage, he didn't focus on complex technical details like processor speed or "bits" and "bytes," nor did he speak in the language of complex numbers. Instead, he said:
“The great thing about the iPod is that you can put your entire audio library in your pocket and listen to it wherever you go… 1000 songs in your pocket!”
Why did this work? Because Jobs was able to answer the question on everyone's mind: "What does this mean to me? Or why should I care?" He transformed technical terms into tangible benefits that made life easier.
He didn't stop there; in 2003, when the iTunes Store was launched, he didn't explain complex technical details, but said: “You can buy your music online easily, legally, and for only 99 cents per song.” This made music lovers feel at ease, as they no longer faced the hassle of downloading songs or feeling guilty about stealing.
Before the iPod, people carried CDs or large players. Jobs changed that by answering the question, "Why should I care?", making Apple products an essential part of the lives of millions. When presenting a product or idea, always start with the benefit to the person and address it directly.
Using the theory of fast thinking: System 1 and System 2
Let's dive a little deeper into psychology. Daniel Kahneman, Nobel Prize winner in economics, explained that the human brain makes decisions based on two systems of reasoning.
◉ System 1: Fast, automatic; assesses the situation and makes decisions quickly without deep thought.
◉ System 2 is more logical and slow, relying on analysis and careful thinking.
When an audience hears a new message, System 1 first responds: “Is this useful to me?” If the answer is yes, they continue listening; otherwise, they ignore. Just like when we watch videos or Reels, we decide from the first second whether it’s important to us. If it’s important, we watch the entire video without rewinding or speeding up. If it’s unimportant, we continue scrolling. Here, the brain conserves energy by searching for only what matters. Then, if it’s important, System 2 kicks in, and you analyze and reflect.
Jobs knew this well. Instead of starting with technical data (which required System 2), he appealed to System 1 with immediate benefits. For example, at the introduction of the first iPhone in 2007, he said:
“A device that combines a phone, music player, and internet in one device.”
This got the audience thinking, “Yes, this improves my life!” If you want to grab your audience’s attention, focus on System 1 first. Provide the benefit in the first few seconds, then back it up with facts.
The importance of audience-focused communication
Successful communication focuses on the audience, not the speaker. If you force them to think too hard to understand the significance of your words, they'll lose interest. Start by explaining the benefit to them, then move on to the details.
Take an example from the personal experience of a well-known writer: At a conference on artificial intelligence at the Massachusetts Institute of Technology (MIT), the speaker began by saying: “I'm not here to tell you how to do your jobs.Then he added immediately: “I am here today to help you develop your business, by providing you with clear, practical tools and methods that will help you develop the most important leadership skill you can acquire today.”This answered the “Why should I care?” question in less than 30 seconds, making the audience take notice.
Don't start with your professional history or accomplishments; these support your later ideas, but they don't pass through System 1. Try this in a business meeting or presentation: Start with the value you offer, and you'll notice the difference in engagement.
Practical tips for applying Jobs' style to daily communication
To make it more practical, here are some straightforward tips for grabbing your audience's attention using the Jobs question:
◉ Start with the direct benefit to your audience, telling them how what you're offering will tangibly impact their lives. In any presentation, ask yourself, "What problem does this solve in the audience's life?" Then say it first.
◉ Avoid diving into technical details at the beginning. Give the audience a reason to care first. Use simple examples like Jobs', translating technical terms into everyday stories. If you're selling an app, say: “Save an hour a day of your wasted time.”
◉ Use simple examples and short stories. People remember stories more than numbers.
◉ Test in the first few seconds and try your presentation on a friend, and see if it grabs their attention immediately.
◉ Avoid excessive detail and let the facts come after the benefit, to support it, not to overpower it.
These tips aren't just theoretical; companies like Apple still use them in their new product launches, such as the iPhone 15, which focused on "A professional camera in your pocket".
Make communication a powerful tool in your hand.
Ultimately, Steve Jobs' secret to captivating an audience lies in his answer to the eternal question: "Why should I care?" Whether you're pitching a product or a simple idea, focus on the personal benefit to activate your brain's System 1 and maintain focus. This will turn your communication into a tool that gets people to listen and engage.
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