SCENE 10Use “Amazingly Zippy” Words

Plug it in. Wirrrrrr. Done.

STEVE JOBS, DESCRIBING THE SONG TRANSFER FEATURE OF THE FIRST IPOD, FORTUNE, NOVEMBER 2001

Steve Jobs introduced an upgrade to the iPhone at Apple’s Worldwide Developers Conference on June 9, 2008. The iPhone 3G was twice as fast as the original model, supporting the speedier third-generation AT&T data network. A 3G network has a potential transfer speed of 3 Mbps, versus 144 Kbps on a slower, 2G (second-generation) network. Simply put, 3G is better for accessing the Internet and downloading large multimedia files on a mobile phone. Jobs made it even simpler. “It’s amazingly zippy,” he said.1

Jobs speaks in simple, clear, and direct language, free of the jargon and complexity so ...

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