On January 9, 2007, Steve Jobs appeared on stage at Macworld Conference & Expo help in San Francisco, California and said, “Today we are introducing three revolutionary products.
The first one is widescreen iPod with touch controls.
The second is revolutionary mobile phone
and the third is breakthrough internet communication device.”
Then he repeated three times to make sure everyone gets that he is talking about three devices, ” An iPod, a phone, an internet communicator.”
While everyone was attentive since Steve captured their attention, he said, ‘it is not three devices, it is one device and it is called “iPhone”. Today Apple is going to reinvent the phone’. And of course, the crowd went wild.
This is prefect example of creating a need. Steve Jobs first setup need, in fact three needs combining together and then provided solution.
That’s what people don’t get it in advertising and sales. They try to answer or sell the solution without establishing needs first.
Usually people are not aware of needs. You need to create needs first and then they will be willing to accept or buy your solution. So before you can sell the answer, you have to sell the need.
Lesson: No one wants anything until they know why they need it.
You can watch Steve Jobs’ iPhone introductory presentation here:
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