The Power of Storytelling: Steve Jobs' Framework

Steve Jobs said:

“The most powerful person in the world is the storyteller.”

Here’s the storytelling framework Jobs used (that you can too): pic.twitter.com/vrX3lvU09m

— Nathan Baugh 🗺️ (@nathanbaugh27) April 18, 2023

A study from Princeton shows the same parts of the brain light up in both the speaker and the listener of a story.

Jobs used this to transfer his energy to his audience.

It’s a big reason Apple has a cult-like following.

Let’s dig in: pic.twitter.com/rinnRhcphO

— Nathan Baugh 🗺️ (@nathanbaugh27) April 18, 2023

1. Use a hook / Make a promise

A tantalizing statement to draw the audience in.

A few guidelines:
• Short
• Punchy
• “Big if true”

Jobs promises “a revolutionary product that changes everything.” pic.twitter.com/SueE6SBA9T

— Nathan Baugh 🗺️ (@nathanbaugh27) April 18, 2023

2. Create the buildup

Set the context by using comparisons on the scale you hope to achieve.

Jobs compares what he’s revealing to the Macintosh 1 and the iPod

Two products that, as he reminds you, changed entire industries. pic.twitter.com/dJ9om4Q76O

— Nathan Baugh 🗺️ (@nathanbaugh27) April 18, 2023

3. Introduce conflict

If there’s no problem, then there’s no suspense, no entertainment.

Every great story has a Villain — whether fiction or in business.

Here, Jobs makes it the smart phone.

“The problem with smartphones is they’re not so smart.” pic.twitter.com/kRBsFynURT

— Nathan Baugh 🗺️ (@nathanbaugh27) April 18, 2023

4. Raise the stakes

Bring on the drama.

Jobs says “Apple is going to reinvent the phone.”

He was right…

But think about how bold that claim was in 2007 before anyone had heart the word “iPhone.” pic.twitter.com/CKCGAJJzIP

— Nathan Baugh 🗺️ (@nathanbaugh27) April 18, 2023

5. Demonstrate it

Show your audience why your product – your story – is important.

Jobs does a great job injecting humor here. pic.twitter.com/9fVnailC3k

— Nathan Baugh 🗺️ (@nathanbaugh27) April 18, 2023

6. Bring back the problem

When you watch Jobs, he never raises the stakes just once.

Instead, he drills home how frustrating the current state is over and over.

It’s painful — and that’s why your product is needed. pic.twitter.com/xngZqXXvDu

— Nathan Baugh 🗺️ (@nathanbaugh27) April 18, 2023

7. Wrap it up

Position your product as an elixir.

In 30 seconds, Jobs lists 13 features of the iPhone that traditional phones don’t have.

Include your Call to Action — what you want people to do.

Then end your story. pic.twitter.com/DUH5Wjru77

— Nathan Baugh 🗺️ (@nathanbaugh27) April 18, 2023

That’s the general breakdown of Jobs’ approach to storytelling.

You’ll notice it’s similar to the classic “Hero’s journey.”

He didn’t reinvent the wheel

Instead, he mastered it.

— Nathan Baugh 🗺️ (@nathanbaugh27) April 18, 2023

Tldr

1. Use a hook
2. Create the buildup
3. Introduce conflict
4. Raise the stakes
5. Demonstrate it
6. Bring back the problem
7. Wrap it up

I put together the whole video + analysis here so you can easily share and reference it. Enjoy: https://t.co/EcAz5YeAiM

— Nathan Baugh 🗺️ (@nathanbaugh27) April 18, 2023

Hope you enjoyed that!

I talk about storytelling, writing and creativity 2-3x a week

Follow @nathanbaugh27 so you don’t miss those.

— Nathan Baugh 🗺️ (@nathanbaugh27) April 18, 2023

The epic quote:

“The most powerful person in the world is the storyteller. They set the vision, values, & agenda of an entire generation… Disney has a monopoly on the storyteller business.

You know what? I’m tired of that bullshit, I’m going to be the next storyteller.”

— Nathan Baugh 🗺️ (@nathanbaugh27) April 18, 2023

Important point:

Structure matters, but so do the details.

Your gestures, your pauses, your rhythm, your tone, your confidence.

Steve nails each of those, too.

— Nathan Baugh 🗺️ (@nathanbaugh27) April 18, 2023

Storytelling is one of the most important skills you can learn.

To become a better storyteller, try my free weekly newsletter with 62,000 others: https://t.co/hr8eQKUMaD

— Nathan Baugh 🗺️ (@nathanbaugh27) April 18, 2023

Yesterday, I found a case study comparing the words Jobs used in the 2001 iPod launch to the words he used in the 2007 iPhone launch.

It shocked me how different the presentations were.

One was highly technical, the other not. One was full of numbers, the other barely mentioned…

— Nathan Baugh 🗺️ (@nathanbaugh27) April 18, 2023