IIINNNDDDEEEXXX
233
Index
Advertising, 36–37, 78–79
app ads, 80
hero-villain, 63–64
iPod, 83–84 (See also iPod)
iTunes, 83–84 (See also iTunes)
selling an experience, 80–82
simplicity, 90
Altair, 30
Amelio, Gil, 13, 167
Analog, 3–14
Analogies, 108–12, 122–25
Anaphora, 217
Angelou, Maya, 151
Antagonists, 63–73
big picture, 68–69
religious dimension, 68
storytelling tool, 71–73
AOL, 212
App Store, 80
Apple Computers, 76, 102
comprehensible technology, 87
employees, 133–34
market share, 106
mission of, 68
rumors, 145
without Jobs, 213
Worldwide Developers Conference,
113 (See also WWDC
[Worldwide Developers
Conference])
Apple TV, 83–84, 157
Apple II, 76
Arden, Paul, 103
Aristotle, 13
Audience
giving credit to, 134
participation, 142
rapport, 134, 199
ten-minute rule, 83–84
Auditory learners, 147
badpitch.blogspot.com, 123
Baig, Ed, 54, 133
Ballmer, Steve, x, 45, 55–57
Barton, John, 109
Bashford, Wilkes, 196
Berns, Gregory, 124
Bishop, Todd, 114
Black Hawk Down, 196
Body language, 168–69, 170–73, 187
eye contact, 170–71, 186–87
gestures, 168–69, 172–73
posture, 171–72
Bourne, Scott, 169
Brain, 83. See also Cognitive
functioning
Post-it notes, 154
variety and, 129
Brain Rules (Medina), 68–69
Brands, 68
Branson, Richard, x, 212
Brin, Sergey, 45
Brokaw, Tom, 190
Bucket method, 190–93