SCENE 7Reveal the Conquering Hero

The only problem with Microsoft is they just have no taste. And I don’t mean that in a small way. I mean that in a big way.


Steve Jobs is a master at creating villains—the more treacherous, the better. Once Jobs introduces the antagonist of the moment (the limitation to current products), he introduces the hero, revealing the solution that will make your life easier and more enjoyable. In other words, an Apple product arrives in time to save the day. IBM played the antagonist in the 1984 television ad, as discussed in Scene 6. Jobs revealed the ad for the first time to a group of internal sales-people at an event in the fall of 1983.

Before showing the ad, Jobs spent several minutes painting “Big ...

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