USE “AMAZINGLY ZIPPY” WORDS 121
TABLE 10.3 SPECIFIC, CONCRETE, AND EMOTIONAL PHRASES IN
JOBS’S PRESENTATIONS
EVENT PHRASE
Apple Music Event, 2001 “The coolest thing about iPod is your entire
music library fits in your pocket.”^12
Introduction of the world’s
first seventeen-inch widescreen
notebook, Macworld 2003
“I asked you to buckle up. Now I want
you to put on your shoulder harness.”^13Referencing the current
Titanium PowerBook,
Macworld 2003
“The number one lust object.”^14Describing the new
seventeen-inch PowerBook,
Macworld 2003
“It’s stunning. It is the most incredible
product we have ever made. Look at that
screen. It’s amazing. Look at how thin it is.
Isn’t that incredible? When it’s closed, it’s
only one inch think. It’s beautiful, too. This
is clearly the most advanced notebook
computer ever made on the planet. Our
competitors haven’t even caught up with
what we introduced two years ago; I don’t
know what they’re going to do about this.”^15Jobs’s description of the
original Macintosh
“Insanely great.”Persuading PepsiCo president
John Sculley to become
Apple’s CEO
“Do you want to spend the rest of your life
selling sugared water or do you want a
chance to change the world?”Quote in Triumph of the Nerds “We’re here to put a dent in the universe.”^16
Discussing CEO Gil Amelio’s
reign at Apple
“The products suck! There’s no sex in them
anymore!”^17Jobs creating a new word
for the launch of a new iPod,
September 2008
“iPod Touch is the funnest iPod we’ve ever
created.”^18Unveiling the first seventeen-
inch notebook computer,
January 7, 2003
“A giant leap beyond PC notebooks.
Miraculously engineered.”^19