Build Entertaining Product Pitches like Steve Jobs
In 2007, Steve Jobs didn't just launch the iPhone; he showcased a product marketing spectacle that became a benchmark for the industry. Funny, relatable, entertaining—this wasn't merely a product introduction, it was a brand story and product pitch ingeniously rolled into one. For industry-newcomers wondering, "What is product marketing?,” or for anyone working on product marketing content, slide decks, speeches – this is your masterclass.
We’ve broken down the main beats below. Watch the video and follow along (most of the major beats take place in the first 15 minutes).
Use a Hook
One fundamental tenet of entertaining product marketing is the ability to capture the audience's attention immediately. Jobs was a maestro at this. He opens his 2007 iPhone product pitch with a now-iconic statement that created the kind of immediate intrigue every brand story desires.
“Every once in a while, a revolutionary product comes along that changes everything.”
Build Up to the Reveal
Once you’ve grabbed attention with a hook, a compelling product pitch sets the stage by drawing the audience into its narrative. Jobs looks back at past paradigm-shifting Apple products to set the context for how big the news is — then he gives the reveal.
“Today we’re introducing three revolutionary products of this class. An iPod, a phone, an internet communications device. Are you getting it? These aren’t three separate devices. This is one device and we’re calling it iPhone.”
Introduce Conflict with Relatable Insights
A hallmark of great product marketing is identifying a gap or problem in the market. Jobs did just that, pinpointing the flaws in existing mobile phones, creating anticipation and making the audience eager for a solution.
“They’re not so smart and they’re not so easy to use.”
Raise the Stakes: Elevating the Brand Story
Product marketing isn't about just identifying problems; it's about raising the narrative stakes. Jobs does this multiple times throughout the hour-plus iPhone product pitch.
“We want to make a leapfrog product that’s way smarter than any mobile device has ever been and super easy to use. We’re going to reinvent the phone.”
Demonstrate the Solution
Demonstrating the product is a key element of product marketing. Jobs demonstrated the iPhone's features, emphasizing:
Multi-Touch: Reinventing user interaction.
Easy UI: Setting new standards in user interface and experience.
Quality Apps: Defining the era of app-based utilities.
Beautiful Screen: Elevating visual aesthetics and functionaliy.
Always Bring it Back to the Problem
Every aspect of a successful product pitch should be tethered to the problem. Lose sight of the problem and your pitch loses relevance. Jobs' product pitch repeatedly returned to the existing mobile frustrations, accentuating the iPhone's necessity. This cycle of introducing and revisiting problems is a cornerstone of effective product marketing.
End on a High Note
Every product pitch should conclude on a high, encapsulating its essence. Jobs' wrap-up captured this perfectly:
“The iPod changed everything about music, and we’re going to do it again with the iPhone in 2007.”
Was Steve Jobs the Best Product Marketer?
Let's not get too hyperbolic, but, yeah, Steve Jobs' 2007 iPhone launch is an epitome of product marketing at its best. Study it and you’ll continue to gain insights into creating a memorable product pitch and crafting a brand story that resonates. For anyone keen to understand, "What is product marketing?”...here lies your answer, embodied in a masterful presentation. If you want a blow-by-blow breakdown with video clips, check out this great Twitter thread summary by Noah Baugh.