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