Begin forwarded message: From: Monty Solomon <[EMAIL PROTECTED]> Date: January 10, 2006 3:20:52 AM EST To: undisclosed-recipient:; Subject: Behind the magic curtain Behind the magic curtain Next week Steve Jobs of Apple will grab media attention with another simple-looking stage show. Mike Evangelist tells the insider secrets of his gruelling preparation Thursday January 5, 2006 The Guardian If the chief executive of Cadbury-Schweppes speaks at a conference, or Nike's boss introduces a new kind of trainer, you might expect to see it covered in specialist magazines, then quickly forgotten. But on Tuesday a chief executive will stand up and announce something, and within minutes it will be scrutinised across the web and on stockbrokers' computers. It will be in newspapers. They'll talk about it for months. That chief executive is Steve Jobs, and I know why that speech makes an impact. To a casual observer it is just a guy in a black shirt and jeans talking about some new technology products. But it is in fact an incredibly complex and sophisticated blend of sales pitch, product demonstration and corporate cheerleading, with a dash of religious revival thrown in for good measure. It represents weeks of work, precise orchestration and intense pressure for the scores of people who collectively make up the "man behind the curtain". I know, because I've been there, first as part of the preparation team and later on stage with Steve. Objectively, Apple Computer is a mid-sized company with a tiny share of its primary market. Apple Macintoshes are only rarely seen in corporate environments, and most software companies don't even offer Apple-compatible versions of their products. To put it another way, Apple is just bit larger than Cadbury-Schweppes and about the same size as Nike or Marks and Spencer in terms of annual sales. Such comparisons come up short in trying to describe Apple's place in the world of business, because they leave out a key factor: Steve Jobs. That's something only one other company - the filmmaker Pixar - can claim. He's the closest thing to a rock star you will find in the world of business. When Apple announces something new, people pay attention. This is due, in large measure, to Steve and the way he delivers Apple's messages. His preferred method of making major product announcements is at one of his public presentations, or "keynotes" as they are called inside the company. Steve starts his preparation for a keynote weeks in advance, reviewing all the products and technologies he might include. Although development and release schedules are set far in advance, he still has to satisfy himself that the chosen products are keynote-ready. For software, this can be hard to decide: the engineering work is usually still underway, so he will make a preliminary determination based on seeing unfinished software. More than once this has caused some tense moments in rehearsal when programs haven't behaved. ... http://technology.guardian.co.uk/weekly/story/0,16376,1677772,00.html ------------------------------------- You are subscribed as [email protected] To manage your subscription, go to http://v2.listbox.com/member/?listname=ip Archives at: http://www.interesting-people.org/archives/interesting-people/
