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The Presentation Secrets of Steve Jobs: How to Be Insanely Great in Front of Any Audience by Carmine Gallo

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SCENE 6Introduce the Antagonist

Will Big Blue dominate the entire computer industry? Was George Orwell right?

STEVE JOBS

In every classic story, the hero fights the villain. The same storytelling outline applies to world-class presentations. Steve Jobs establishes the foundation of a persuasive story by introducing his audience to an antagonist, an enemy, a problem in need of a solution. In 1984, the enemy was “Big Blue.”

Apple is behind one of the most influential television ads in history and one in which we begin to see the hero-villain scenario playing out in Jobs’s approach to messaging. The television ad, 1984, introduced Macintosh to the world. It ran only once, during the January 22 Super Bowl that same year. The Los Angeles Raiders ...

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