Exactly 10 years ago this week, Steve Jobs took to the stage –a technique he would go on to perfect — to launch the iPod Shuffle.
That was Jan 11th, 2005.
I often do ‘anniversary’ events in my class, to get young people to think about where we are now, in relation to where we and the technologies we take for granted were once at. After all, this is a Computer and Technology Lab, and I don’t want to get into the trap of always featuring today’s shiny new object, or the hottest new parlor trick in digital media. We often need context, and it tends to fly by when we refresh our feeds, doesn’t it?
Back to Jobs. His presentation trick was to use insanely simple devices. Well rehearsed, and well timed but simple. Which made him very different from his tech contemporaries, who revel in Silicon Valley argot. (Yes, I listen to ‘This Week in Tech, to catch up with the other kind of tech-talk!)
Listen to how he works up the crowd, and keeps them hanging on for that characteristic”One more thing.” Fast forward to 1:35, and see what I mean.
- He uses words like ‘noodled’ (He “noodled on it” not “researched it”)
- He uses unexpected pauses, and slows down and speeds up suddenly
- He uses home-spun images – comparing the iPod Shuffle to a pack of gum, and contrasting it with four quarters
Notice how he also stays away from big words, using words like “easy”, “simple,” “thing,” etc. (And yet, peppering his presentation with keywords!)
Even if there was no YouTube, I bet we would still listen to it.