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"Builders" have a common language - jargon - about how things work. It's specific and concretely describes the thing in question, usually through implied behavi
by scott_s 14y ago
"Builders" have a common language - jargon - about how things work. It's specific and concretely describes the thing in question, usually through implied behavior. Once we communicate what something is, it's easy for us to understand how it can be used. Sometimes, with a few primers, we can figure out the use before we're told.
In other words, don't tell me you have a "delicious, round edible item with just the right amount of firmness and sweetness to be pleasant to eat." Just tell me you have an apple, and I'll figure out the rest.
- drupeek 14y agoShould Steve Jobs have said: a) It's a tablet b) It's an iPad, or c) It's for consuming content in a relaxed and portable way? Honest question. I'm curious what your approach would have been.
- ken 14y agoI think the point is that it's hard to imagine anyone at Apple -- a salesman like Jobs, the designers or software engineers, or even a greeter at an Apple retail store -- saying the phrase "bottom-up approach to knowledge management". (I don't even know what that means.) The iPod, at least, was "1000 songs in your pocket", i.e., none of the above.
- ynniv 14y agoIt's for Indirect grammar is comparatively weak. It isn't "for consuming", it "consumes". consuming content No one "consumes content". They read, listen, watch, and play. relaxed A good writer conveys by action, not by description. If you say that a joke is funny, it is not funny. portable He wouldn't need to say this while holding the device in his hand. And he further conveyed this by describing the product's battery life. So to conclude, Jobs would have said (and may have, I don't remember): d) Here's a book (thumb, thumb), and here's a movie (play). Isn't that great? Try saying that for your product.
- scott_s 14y agoHonest answer: depends on his audience. But I would never pick c), even for a consumer. It's not specific. No one wants to "consume content." They want to "read the newspaper" or "watch videos" or "listen to music." Those actions are, of course, consuming content, but you want to use words and phrases that allow people to imagine using your product. "Consuming content" does not cause me to think of myself using it.
- prawn 14y agoI don't know if Jobs would have stuck with market-specific terms in the primary pitch (tablet) or yet been able to drive things on their terms (iPad). I think it would've been termed a "way" of doing something. e.g., iPad is the simple and easy way to enjoy the things that matter to you.