Speaker:
00:00:01
With Apple's massive success over the years, it's easy to miss that Apple's
Speaker:
00:00:06
greatest pitches were not to the masses, quite the opposite, in fact.
Speaker:
00:00:12
Many observers dismissed the iPod initially, asking what a FireWire
Speaker:
00:00:17
interface would be good for.
Speaker:
00:00:19
Many ridiculed the iPhone initially, asking “no keyboard, or what?” And many
Speaker:
00:00:27
laugh at the Mac book air initially.
Asking:
00:00:30
“Well, no DVD drive?”
Asking:
00:00:34
Steve jobs embraced that fact.
Asking:
00:00:37
Knowing that he couldn't sell a billion iPods right from the
Asking:
00:00:41
start, he didn't even try to.
Asking:
00:00:43
He didn't speak to the masses.
Asking:
00:00:45
He spoke to the people who got it.
Asking:
00:00:49
Those who cared for the same things, apple cares about.
Asking:
00:00:54
That's a crucial insight to understand Jobs’ reality distortion field.
Asking:
00:00:59
This term was crafted by people who didn't get it to make fun
Asking:
00:01:04
of the people who did get it.
Asking:
00:01:07
Of course, what really happened was that Jobs intentionally resonated strongly
Asking:
00:01:12
with what mattered to the latter while, again, intentionally dismissing the rest.
Asking:
00:01:19
Jobs didn't bother to make everyone fall in love.
Asking:
00:01:22
He gave the fans a reason to love the new product.
Asking:
00:01:25
He gave them a reason to be a proud early adopter.
Asking:
00:01:29
He gave them the feeling that Apple understood their struggles and built
Asking:
00:01:34
a solution that smoothly solves them.
Asking:
00:01:37
And then, these fans spread the words.
Asking:
00:01:40
Slowly.
Asking:
00:01:41
The iPod took years to become a mass phenomenon.
Asking:
00:01:45
So, what matters to your fans and how can you speak their language so
Asking:
00:01:50
clearly that it appears to outsiders as a reality distortion field?
