The colossal success of the iPhone and its big brother, the iPad, are due in large part to their high-concept design, which, in turn, offers a lesson in crafting your story. This analogous viewpoint comes from Bill Portelli, the president and CEO of CollabNet, a company that provides a platform for distributed software development. Mr. Portelli noted that the iPhone has three basic qualities:
• Assumes the intelligence of its end user
Anyone who owns an iPhone—or who has looked over a shoulder at someone else’s iPhone—will agree that Mr. Portelli’s observation is spot on. A well-told story should have the same basic qualities:
• Simple. Most presenters ...