Page 34 - The Presentation Secrets of Steve Jobs How to Be Insanely Great in Front of Any Audience by Carmine Gallo

SCE N E 2
C NE 2

E
E
C
S S SCENE 2
N
E
2
Answer the One
Question That

Matters Most

You’ve got to start with the customer experience and work
back toward the technology—not the other way around.
STEVE JOBS, MAY 25, 1997, WORLDWIDE DEVELOPERS CONFERENCE

n May 1998, Apple launched a splashy new product aimed at
shoring up its dwindling share of the computer market, which
had sunk to under 4 percent. When Jobs unveiled the new
Itranslucent iMac, he described the reason for building the
computer, the target market, and the benefit customers would
see from buying the new system:

Even though this is a full-blown Macintosh, we are targeting
this for the number one use consumers tell us they want a
computer for, which is to get on the Internet simply and fast.
We’re also targeting this for education. They want to buy
these. It’s perfect for most of the things they do in instruction
. . . We went out and looked at all of the consumer products
out there. We noticed some things about them pretty much
universally. The first is they are very slow. They are all using
last year’s processor. Secondly, they all have pretty crummy
displays on them . . . likely no networking on them . . . old-
generation I/O devices, and what that means is they are

15