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How Steve Jobs’ reality distortion field worked
Episode 16028th July 2022 • Leaders Light The Path • Dr. Michael Gerharz
00:00:00 00:01:57

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Apple’s become massive. But it didn’t start that way.

Read more thoughts on the art of communicating week-daily at https://michaelgerharz.com/blog

Transcripts

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With Apple's massive success over the years, it's easy to miss that Apple's

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greatest pitches were not to the masses, quite the opposite, in fact.

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Many observers dismissed the iPod initially, asking what a FireWire

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interface would be good for.

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Many ridiculed the iPhone initially, asking “no keyboard, or what?” And many

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laugh at the Mac book air initially.

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“Well, no DVD drive?”

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Steve jobs embraced that fact.

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Knowing that he couldn't sell a billion iPods right from the

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start, he didn't even try to.

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He didn't speak to the masses.

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He spoke to the people who got it.

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Those who cared for the same things, apple cares about.

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That's a crucial insight to understand Jobs’ reality distortion field.

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This term was crafted by people who didn't get it to make fun

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of the people who did get it.

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Of course, what really happened was that Jobs intentionally resonated strongly

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with what mattered to the latter while, again, intentionally dismissing the rest.

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Jobs didn't bother to make everyone fall in love.

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He gave the fans a reason to love the new product.

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He gave them a reason to be a proud early adopter.

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He gave them the feeling that Apple understood their struggles and built

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a solution that smoothly solves them.

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And then, these fans spread the words.

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Slowly.

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The iPod took years to become a mass phenomenon.

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So, what matters to your fans and how can you speak their language so

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clearly that it appears to outsiders as a reality distortion field?