There is a story on how Steve Jobs prepares his talks for Apple’s keynotes in the Guardian Unlimited. Well, it doesn’t say much about the preparation in itself. But I can feel the stress Mike Evangelist is experiencing: he had to talk in front of hundreds of people, in front of his boss and present software not yet finished. And I thought I had stress before my presentations …
Of course, there is another reading of this article. OK, Apple is a small technology company. But it developped a good sense of communication. When you are buying an ipod, your are not only buying a portable music player (btw including imprisoning DRM): you are also buying a feeling (of hype, of having the last gadget, …). When you are buying a Mac computer, it’s also a feeling of being part of “another” community, … Apple cultivated this feeling since the beginning with slogans like “Think Different”. And, of course, this article, the book Mr Evangelist is trying to write, … even this post on this blog, they all participate in the “buzz” around Apple keynotes. Finally, if this noise (*) wasn’t there, Apple will only be another computer-selling company.
(*) in signal processing, noise is what intefere with the signal. Only the signal (Apple products) might be important. Noise is there to disturb, enhance, distord, … the signal.
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