The topic of this paper is Steve Job’s use of the tools of fiction in his product launches. His success, to a great extent, was a result of his artistic approach to presentations. Bill Gates stated once, describing Job’s public speaking skills: “He’s even a bit nervous because it’s a big performance. But then he’s on, and it’s quite an amazing thing” (Gallo, 2015a). The purpose of this paper is to analyse how Jobs used tools of fiction to launch the Macintosh at Apple’s annual shareholder meeting in 1984. Here is a part of this speech:
It is 1958. IBM passes up the chance to buy a young, fledgling company that has invented a new technology called xerography. Two years later Xerox is born. IBM has been kicking themselves ever since. It is ten years later. Digital Equipment Corporation and others invent the mini-computer. IBM dismisses the mini-computer as too small to do serious mini computing and unimportant to their business…It is now ten years later. The late 70s. In 1977 Apple, a young fledgling company on the west coast invents the Apple II the first personal computer as we know it today. IBM dismisses the personal computer as too small to do serious computing and therefore unimportant to their business… It is now 1984. It appears IBM wants it all. Apple is perceived to be the only hope to offer IBM a run for its money. Dealers, initially welcoming IBM with open arms now fear an IBM dominated and controlled future. They are increasingly turning back to Apple as the only force that can ensure their future freedom. IBM wants it all and is aiming its guns to its last obstacle to industry control. Apple. Will Big Blue (IBM) dominant the entire computer industry? (Gallo, 2015b)
This paper proceeds as follows. It is divided into three parts. Part one analyses how Jobs makes IBM the antagonist. Part two analyses how Jobs makes Apple the protagonist. Part three analyses how Jobs uses anaphora and personification to intensify the suspense. Finally, I give my thoughts on the speech.
Now I turn to part one: how Jobs makes IBM the antagonist
Jobs portrays IBM as incompetent, unimaginative, and a bully. IBM is incompetent because, in 1958, it “passes up the chance to buy a young, fledgling company that has invented a new technology called xerography” (Gallo, 2015b). IBM is unimaginative because, later, it dismissed the mini-computer and the first personal computer as “too small and therefore unimportant to their business” (Gallo, 2015b). IBM is a bully because, in 1984, it wants all the dismissed products and “is aiming its guns to its last obstacle to industry control. Apple” (Gallo, 2015b).
Now I turn to part two: how Jobs makes Apple the protagonist
Jobs portrays Apple as a visionary, brave, and a savior. Apple is a visionary because, in 1977, it “invents the Apple II the first personal computer as we know it today” (Gallo, 2015b). Apple is brave because it welcomes the dealers that are turning back to it “as the only force that can ensure their future freedom” (Gallo, 2015b). Apple is a savior because, as a consequence of the previous inventions, ultimately, it is “perceived to be the only hope to offer IBM a run for its money” (Gallo, 2015b).
Now I turn to part three: how Jobs uses anaphora and personification to create suspense
Jobs uses the words “it is” to create anaphora: “It is 1058 … It is ten years later … It is now 1984.” The examples of personification are “IBM misses,” “IBM dismisses,” “IBM wants,” and, finally, “Big Blue,” which is the nickname of IBM. It makes IBM look a villain with human traits that stands opposite to Apple, the hero of the story.
Thus, Jobs uses various tools of fiction, such as the introduction of antagonist and protagonist, as well as applying the technics of anaphora and personification. These methods are used to make his speech persuasive and artistic. Jobs knew that the public brain is used to the stories rather than abstractions, and used this knowledge wisely.
In my opinion, Job’s approach towards his brand is unique and admirable. The success of his products was ensured not only by their quality but also, in no small degree, by the talent of Jobs as a public speaker. The most admirable thing is that, while being not a “natural” speaker, he worked on his presentations continuously and hard to make them perfect. Therefore, there are many things for everyone to learn from Job’s example and adopt in their practice.
References
Gallo, C. (2015a). How Steve Jobs made presentations look effortless. Forbes.
Gallo, C. (2015b). Steve Jobs: The world’s greatest business storyteller. Forbes.