I learned this storytelling skill from Steve Jobs... and the results are incredible (#21)
The Structure That Made Me More Confident About Communicating Hard-to-Explain Ideas
Steve Jobs made effective communication Apple's success.
And here's the ONE graph he used to explain a revolutionary idea that changed millions of people's lives:
(Hold new-idea meetings, demos, or training sessions? Study this format. Play this snippet to hear how I used this framework.)
🔬 Here’s the scoop:
On January 9, 2007 Apple introduced the iPhone
This video is from MacWorld 2007 were Steve Jobs introduced the original iPhone
Skip to 3:49 - 4:35 for the explanation of the framework
Here’s what he says:
The problem is they’re not so smart, and they’re not easy to use. So if you make a business school 101 graph, smart axis, and the easy to use access. Regular cell phones are kinda right there. They’re not so smart, and they’re not so easy to use. But smartphones are definitely smarter, but they’re actually harder to use. They’re really complicated. Just for the basic stuff, people have a hard time figuring out how to use them. Well, we don’t want to do either one of these things. What we want to do is make a leapfrog product that is way smarter than any mobile device has ever been, and super easy to use. This is what iPhone is
📚📏📐 Let’s Dissect This Framework
If you're a Customer Success Manager pitching a new product line or idea, use this outline to captivate your audience.
The problem with [your industry problem] is they’re not so [X], and they’re not so [Y]. So if you make a business school 101 graph, [X] axis , and [Y] access. [Insert old methodology] are kinda right there. They’re not so [X], and they’re not so [Y]. But [insert an elevated methodology] are definitely [X], but they’re actually [Y] to do. They’re really complicated. Just for the basic stuff, people have a hard time doing [X]. Well, we don’t want to do either one of these things. What we want to do is make a leapfrog product that is way [X] than any [insert your product category] has ever been, and super easy to use. This is what [insert your product name] is
👨💻Watch me use this framework in an industry I don't know much about
This is Mike, my friend (on the left)
Mike is the founder of company called Reflex. They’re building Uber for hiring retail workers. People sign up for the shifts they want to work. Retail stores hire the people they need based on availability. They’ve raised $6M in funding over 2 rounds.
If I were Mike and needed to give a demo or quickly explain an idea without all the theatrics during a customer facing interaction, I'd use the frameworks Steve used in his keynote:
The problem with the current process of hiring retail workers today is they’re not so efficient, and they’re not so timely. So if you make a business school 101 graph, efficiency axis on the horizontal line , and timely access on the vertical line. Relying on store managers to put up “help wanted” in front of the store are kinda right there. They’re not so efficient, and they’re not so timely. But sites like Indeed are definitely efficient, but they’re actually not timely. They’re really complicated. Just for the basic stuff of coordinating interview times, store managers have a hard time coordinating interview schedules with reliable candidates. Well, we don’t want to do either one of these things. What we want to do is make a leapfrog product that is way more timely than any retail hiring product has ever been, and super easy to use. This is what Reflex is
🧠 Here’s why it works:
Steve Jobs leads with a problem. His customers feel he understands them by identifying the right problem.
In a room filled with early enthusiasts, the enemy he creates is the current state, which is based on outdated methods. Steve creates a "us vs. them" dynamic.
Steve creates a wave of optimism and inspiration in less than a minute.
I was inspired to write this after listening to Exit Five this weekend. My CMO was on the podcast, and her storytelling skills are super sharp.
After listening to her episode, I was obsessed with how storytellers explain complex ideas.
If you know any Customer Success professionals who would benefit from this level of transparency, I would be delighted to welcome them into our small circle of Customer Success enthusiasts. Please feel free to forward this and other NLCS (New Laws of Customer Success) articles to help us grow our close-knit community one person at a time.
Sharing NLCS with one person who would benefit from it would be the best compliment.
