Beyond innovation, Steve Job's art of persuasion

 

From the genius who brought us the iPhone, iPod, and iMac, Steve Jobs was not only a technological pioneer, but a master persuader. He understood that building a great product was just the first part of the equation. The second part? Convincing you to buy it. 

How did he do it? Steve Jobs used simple yet powerful persuasion techniques that we all can learn from. One of his strategies was the 'labor illusion,' where he showcased the meticulous work and attention to detail behind Apple products, making them appear more valuable and desirable to consumers. For example, during the launch of the original iPhone, Jobs emphazised the extensive development process and the precision engineering involved, which made the product position like a masterpiece of innovation.

Another technique was leveraging the 'halo effect.' By associating Apple with influential and admired figures, such as when celebrities like Oprah and U2 endorsed Apple products, Jobs enhanced the brand’s prestige and appeal, boosting its overall perception.

Jobs also excelled at distilling complex features into clear, impactful benefits. During the iPod launch, instead of focusing on technical specifications, he highlighted the key advantage: "1,000 songs in your pocket," making the product's value immediately clear and compelling.

Finally, he understood the importance of a strong conclusion. In his product unveilings, Jobs often ended with a powerful, memorable statement or demonstration. For instance, his iconic "One more thing" moments were designed to leave a lasting impression, ensuring that the finale of his presentations was both impactful and memorable.

In short, Steve Jobs' persuasion techniques were as innovative as his products. He knew that even the most groundbreaking technology won't survive without psychological persuasion.