Selling Cool, Sells.

Steve Jobs and Mac World. It was just like all of his Mac World Keynotes, cool. Steve Jobs is polar opposite of Bill Gates. They share talent and vision, not personalities. Steve Jobs is getting old, he has a rough history in the computer world, he runs a company that has about a 5-7% market share in the world of computers, but Steve Jobs stands in front of a crowd like a superstar. He knows he can’t pull off a snowboard demonstration so instead he exposes his inner flower child and listens to Beatles music. His style can be mesmerizing. He takes the opportunity to poke fun at competitors while recognizing his success depends on others succeeding too (kind of like the “I’m a Mac” commercial). Steve Jobs sets up his video clips with just the right amount of tease. He outlines his presentation to celebrate success and then introduce the new products that people are waiting to see. One drawback to the Steve Jobs presentation vs. the Bill Gates presentation is that Jobs is at times quick to seek praise about their products when they might be unnecessary. The new product “Mac Book Air” is not really a practical laptop for most users. Jobs treats this like it is the best thing in the world. This is his job and he looks good doing it.