CHAPTER 14The World’s Greatest Corporate Storyteller

Steve Jobs is the ultimate showman who keeps the audience excited the whole way leading up to the reveal.

—DAVID BLAINE, MAGICIAN

On January 27, 2010, Steve Jobs introduced yet another Apple innovation, concluding the presentation by summing up the product in one sentence: “Our most advanced technology in a magical and revolutionary device at an unbelievable price.” He had just unveiled the iPad, giving the audience a full tour of the tablet computer’s capabilities, which span video, music, games, e-mail, newspapers, books, and more. And just as he does for every new product, Jobs offered his audience a one-sentence, Twitter-friendly description that positions the product exactly as Apple ...

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