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Steve Jobs said: “The most powerful person in the world is the storyteller.” Here’s the storytelling framework Jobs used (that you can too):
A study from Princeton shows the same parts of the brain light up in both the speaker and the listener of a story. Jobs used this to transfer his energy, his excitement to his audience. It’s a big reason Apple has a cult-like following. Let’s dig in:
1. Use a hook A tantalizing statement to draw the audience in. Here Jobs promises “a revolutionary product that changes everything.”
2. Create the buildup Set the context by using comparisons on the scale you hope to achieve. Here Jobs compares what he’s revealing to the Macintosh 1 and the iPod Two products that, as he reminds you, changed entire industries.
3. Introduce confrontation If there’s no problem, then there’s no suspense, no entertainment. Every great story has a villain – whether fiction or in business. Here, Jobs makes it the smart phone.
4. Climax Bring on the drama. Jobs says “Apple is going to reinvent the phone.” He was right But think about how bold that claim was in 2007 before anyone had heart the word “iPhone.”
5. Demonstrate it Show your audience why your product – your story – is important. Jobs does a great job injecting humor here.
6. Bring back the problem Remind everyone how annoying the current state is. It’s painful — and that’s why your product is needed.
7. Wrap it up Position your product as an elixir. In 30 seconds, Jobs lists 13 different features of the iPhone that traditional phones didn’t have. Include your call to action – what you want people to do.
That’s the general breakdown of Jobs’ approach to storytelling. You’ll notice it’s similar to the classic “Hero’s journey.” He didn’t reinvent the wheel Instead, he mastered it.
The epic quote: “The most powerful person in the world is the storyteller. They set the vision, values, & agenda of an entire generation… Disney has a monopoly on the storyteller business. You know what? I’m tired of that bullshit, I’m going to be the next storyteller.”
I write about the business of storytelling. If you’d like more content like this, follow @nathanbaugh27
Storytelling is one of the most important skills you can learn. To become a better storyteller, try my free weekly newsletter: <a target="_blank" href="https://worldbuilders.beehiiv.com/subscribe" color="blue">worldbuilders.beehiiv.com/subscribe</a>