Studying every Steve Jobs keynote ever: Introducing iMac (1998)

Mikey Mioduski (00:02.688)

Welcome back to Presentation Thinking, AKA the Storytellers Study Club, AKA let's watch every Steve Jobs keynote ever and talk about it. Molly Gagan, what's up? Are you ready for this?

 

Molly Geoghegan (00:13.934)

We're starting a fan club, Presentation Nation. If you're just tuning in, Presentation Nation, this is a place where Mikey and I talk about talks. We talk about the strategy. We talk about stage presence. We talk about PowerPoint. And who like comes to mind when you think about those like famed, incredible talks in business and in life over the years? I mean, Steve Jobs.

 

Gone Too Soon has some of the most epic product launches. People look forward to these even outside of the tech sphere. yeah, Mikey, you've had this idea for a while. What if we just watched every talk he ever did and see what we learned?

 

Mikey Mioduski (01:04.097)

Well, I think like, you know how people, myself included, we hear things and we just repeat them. And like I would repeat that Steve Jobs was one of the best presenters ever because yeah, right. And that's and I did that from memory. Like I remember seeing a couple that stuck with me way back a long time ago. And then, you know, Nancy Duarte writes about him.

 

Molly Geoghegan (01:16.43)

And you're like, yeah, it's kind of like, yeah, of course I agree with that.

 

Molly Geoghegan (01:24.93)

Mm-hmm.

 

Molly Geoghegan (01:28.802)

Mm-hmm.

 

Mikey Mioduski (01:32.108)

Carmen Gallo writes a whole book called The Presentation Secrets of Steve Jobs. And so take those for at surface level and I'm like, yeah, I mean, it's hard to dispute that he left a huge impact on business and on storytelling. But yeah, I think it's worth us doing a little of our own, like, let's check this out, right? What if we watch a bunch and we're like, no, you know, everyone's wrong. He's an awful presenter.

 

Molly Geoghegan (01:55.627)

Yeah.

 

Yeah, yeah. And like some things, of course, like these are from the 90s and even the 80s, like these are going to be some outdated stuff, of course, too. But I think that's part of the charm. And we can't just learn from, you know, the people that are doing it new and modern technology. think people that have stood the test of time, those names that keep getting thrown around, it's worth looking back into like how they've yeah, how they how they've made that legendary status for themselves. Right. So

 

Mikey Mioduski (02:02.101)

You

 

Mikey Mioduski (02:05.663)

Yeah.

 

Molly Geoghegan (02:27.342)

If you are a Steve Jobs, Apple nerd, keep on listening. If you're someone that has to present things and you need, you're like, oh my God, I hate this. Like how do I make people interested in my product launches, et cetera? Like keep on listening. And if you're yeah, if you're interested in presenting strategy, storytelling strategy, that's what we're here for.

 

Mikey Mioduski (02:40.555)

Yeah.

 

Mikey Mioduski (02:47.391)

And so Molly, we are we're going back. I don't know if we're going to do this chronologically or not, but I think you found this really cool website all about Steve jobs dot com slash videos. So like it is a repository of like all the keynotes. I think we're not going to go as far back as like before he exited for the first time. Maybe we'll do that to do like a before and after. But I think the one you picked out is 1998.

 

Molly Geoghegan (02:51.927)

Yeah, let's go back.

 

Molly Geoghegan (02:56.642)

Yeah,

 

We'll put it in the space cabinet.

 

Molly Geoghegan (03:08.376)

Mm-hmm. Mm-hmm.

 

Mikey Mioduski (03:17.899)

the introduction of the new iMac. We found like a 30 minute clip from YouTube. And you know, a lot of them would rally around, I don't know when like quote unquote Macworld was conceived, if this was at a Macworld or when they made that an official day. Because I think as they evolved, as people started catching on that they were doing like these big reveals and like really exciting stuff that touched a lot of our lives would happen at each of these every year.

 

Molly Geoghegan (03:20.29)

Mm-hmm.

 

Molly Geoghegan (03:29.634)

Mm-hmm.

 

Mikey Mioduski (03:46.957)

people started to tune in, so they'd be more packed with like three launches instead of one. But this one, sounds like we're focusing in on the IMAX debut. And by the way, this keynote was sort of the last one featured in that Aaron Sorkin's Steve Jobs movie, was like revolved around three keynotes, basically. Like the 10 minutes leading up to them was like the most stressful movie to watch, but fascinating.

 

Molly Geoghegan (03:49.763)

Yeah.

 

Molly Geoghegan (03:57.475)

Mm-hmm.

 

Molly Geoghegan (04:10.666)

Mm-hmm. Yeah. Ooh, we'll have to cover that as well, Mikey, I think.

 

Mikey Mioduski (04:15.7)

And the shark scene is in this. Yeah, the shark call out is in this one. It's hilarious backstory, I think.

 

Molly Geoghegan (04:21.238)

Yes, the shark call out. Okay, so if you come back with us, everybody, we've got it plugged in the spice cabinet via all about Steve jobs.com. Thank you for the passion project, whoever created that. And this is yeah, this is a keynote from 1998. And it's a milestone one because it is the first ever time he introduces the iMac, which if you're kind of an elder millennials, millennial, you might remember or Gen X, you are going to remember.

 

Mikey Mioduski (04:32.578)

Yeah.

 

Molly Geoghegan (04:49.282)

being in elementary school, going to the computer lab and seeing those bright teal computers arrive after all the gray chunky or cream PCs have just been in there for years and years and years collecting dust. And I just remember like, there's only a few of those and I wanted like, you had to be at the front of the line to go get the computer that like work on those. So it was super exciting announcement among some other things and updates. So we're gonna go through his talk, 26 minutes, go ahead and enjoy.

 

Mikey Mioduski (05:19.18)

Mm-hmm.

 

Molly Geoghegan (05:19.31)

listening to, till it's Steve, get through that.

 

Mikey Mioduski (05:25.676)

Ding and welcome back, Molly. So the context for this one is unique in that this was Jobs' return. As you know, he was fired from his own company. Apple took a leave. So this is the first keynote since he's been back. He was back in 97. And this is in 98, so he's been at it for like 10 months since new management took over. So this is a big coming out in like,

 

Molly Geoghegan (05:37.976)

Yeah.

 

Molly Geoghegan (05:52.056)

Mm-hmm. Yeah.

 

Mikey Mioduski (05:55.316)

What is at stake after one very public humiliation, failure to grow Apple the first time, big falling out with the board, all that booted from his own company, now he's back. And as you know, a lot of these big product keynotes, who's in the audience? It's customers, it's employees, it's probably the board, it's investors, journalists, right? It has to go very well because you want...

 

Molly Geoghegan (06:04.174)

Mm-hmm.

 

Kaboom.

 

Molly Geoghegan (06:19.554)

Yeah.

 

Mikey Mioduski (06:25.429)

You want to amplify these announcements and you want press coverage, want investor excitement, you want the stock to just explode, right, after all these big reveals.

 

Molly Geoghegan (06:27.479)

Mm-hmm.

 

Molly Geoghegan (06:32.908)

Yeah, exactly. And I feel like he doesn't, that's important context, thank you, Mikey, because he really goes heavy to in the beginning of showing some growth metrics and where Apple is at. And he says the words Apple is back on track a couple of times actually. And yeah, they were losing a lot of people to turnover. I think there was like this tumultuous growth spurt, right? And yikes. Yeah, I wonder what it is now, And yeah, he says,

 

Mikey Mioduski (06:53.473)

He like a third, like 33 % turnover rates.

 

Molly Geoghegan (07:01.486)

Now all our employees have a lot of stock options, which gets a laugh. I'm sure the investors are in the audience having to sign that offer, the board, mean. And yeah, he talks about the distribution, how much they share the market share via CompUSA, where people buy computers at the time, if you remember, in 1998. yeah, and then they've also measured, he even shares metrics of people going to apple.com, which is interesting, right?

 

Mikey Mioduski (07:07.425)

Yeah.

 

Mikey Mioduski (07:19.22)

Mm.

 

Molly Geoghegan (07:29.208)

getting to a website on the internet wasn't as quick and easy as it is now. So he shares a couple of different graphs, market share, profits, the cash and the market value. And then he's kind of like, okay, these are some indications about how Apple is back on track. And that takes, I'd say the first like six to eight minutes, I think. He shows, he is very skillful with his graphs. They're all really simple. So even if you don't understand some computer metrics, you understand that like.

 

Mikey Mioduski (07:47.861)

Yeah. Yeah.

 

Molly Geoghegan (07:57.614)

He shows that we're toasting the competition he says a few times and you're like, okay cool Like here goes Apple like I guess I guess they are in a good place now if you if you thought otherwise these graphs Where there's two different colors of green and orange and you can see Apple above the average You're like, okay, I get it. So that's good

 

Mikey Mioduski (08:00.192)

Yeah.

 

Mikey Mioduski (08:10.977)

Mm-hmm.

 

Mikey Mioduski (08:15.457)

Yeah, Molly, I think that's a good just like side call out here, like pin of lessons we can learn from these things. Like he's known to be a great storyteller and that at a glance means like, OK, so what's the big story? But he he tells he frames everything as a story, even data, even stats so that it's like. OK, when we started this new program, Apple represented 3 % of CPU revenues sold by CompUSA six months later.

 

Molly Geoghegan (08:25.784)

Mm-hmm.

 

Mikey Mioduski (08:45.065)

Apple represents 15 % of revenues sold. it's like the simple, just referencing before and after, that in itself is a story, right, Molly? Otherwise, you're just dropping a data point, but when you can compare it to something else, like the before and the after, that just like, it's so much easier for the, otherwise it's just, it means nothing. Like what is 5%, what is 15 %?

 

Molly Geoghegan (08:48.899)

That's big.

 

Mm-hmm, that's great.

 

Yes. Yep.

 

Molly Geoghegan (09:01.804)

Mm-hmm.

 

Molly Geoghegan (09:07.374)

Yeah, totally. You always need to give a little context, give a little recap, give a little pillar to compare it to. Yes, absolutely. Great point, Mikey. I loved, even if I was like, okay, yeah, I understand he's just sharing metrics. I was like, okay, he's doing a great job. And I did hit. And he's very funny. He's very relatable in the way he shares. I think he kind of is at this point, if you said it's high stakes, like he's owning where he's at with it. So that's, yeah. So then.

 

Mikey Mioduski (09:21.973)

Yeah.

 

Mikey Mioduski (09:32.004)

hell yeah.

 

Molly Geoghegan (09:34.542)

I think, yeah, that's about six to eight minutes in. And then he presents the old two by two chart, Mikey. I gasped when I saw it. I couldn't believe there it was in 1998 and it's still here. People love him. And if you don't know what that is, it's a quadrant, know, two lines going through each other. And he kind of, and a lot of times it's used to compare things, but Steve uses it as sort of this navigational tool in his talk here where he's gonna fill in the two by two chart with each thing he's gonna talk about.

 

Mikey Mioduski (09:41.569)

haha

 

Mikey Mioduski (09:47.777)

Yeah.

 

Molly Geoghegan (10:03.886)

big products and product launches and excitement stuff. So the first thing is an update to their desktop pro. That's like a processing unit, right? You remember the old like the thing that made it like a word to life and you'd like plug a CD into it. what do you even call that? I guess like part of the desk, it's part of the desktop. Yeah. And he compares it to the competition at the time, which was Pentium.

 

Mikey Mioduski (10:18.741)

Yeah.

 

Mikey Mioduski (10:30.721)

Hmm.

 

Molly Geoghegan (10:31.02)

And he shows that kind of Pentium is like kind of like on fire, like smoking because because Apple's so much faster and

 

Mikey Mioduski (10:34.955)

You

 

Is it because also they were known to like get really hot? they would... He's like, he made some joke about like you can heat up your coffee on top of one or something like that.

 

Molly Geoghegan (10:40.746)

Yes, they're known to get really hot, yeah.

 

Molly Geoghegan (10:46.534)

yes, yes, it's so funny. Yeah, the subtle shading of Pentium throughout was very consistent and funny. And everybody gets a laugh with that too, of course. So he talked about how this is set to be the most successful new Mac and Apple's history. He describes how the megahertz speed wins goes. yeah, again, he keeps using the word we're toast in the competition or like it's a scream, it's screaming. So he's very like...

 

Mikey Mioduski (10:51.137)

Yeah.

 

Mikey Mioduski (11:10.751)

Yeah.

 

Molly Geoghegan (11:14.018)

I don't know, I think there's something about his persona that even if he's, you're kind of like, what is he, is he making up a word there? Is he making up something? But he's so charming that you're kind of like, I'm on board. It's totally, it's screaming, yeah. Yeah, totally.

 

Mikey Mioduski (11:27.755)

Shit, that's a lesson, right? He's like, just freaking own it. Yeah, he's like, I love how he's just like, this thing screams. He's got like, just exciting language and he just kinda like leans into it. When he says he takes a jab later, but yeah, his delivery is just really funny. So I did wanna call out, cause you referenced that two by two, that's an interesting way to frame.

 

Molly Geoghegan (11:35.105)

Yes.

 

Molly Geoghegan (11:43.459)

Yeah.

 

Molly Geoghegan (11:49.293)

Mm-hmm.

 

Mikey Mioduski (11:57.036)

You know, we talk a lot about like anchor slides or anchor visuals, which serve as like a signpost for just to show your audience where they're at along the way. So I think it's cool. Yeah. Cause I'm looking at this now and it is like, yeah, there's four boxes, two by two. And on the top is a spectrum from like consumer to professional consumer and pro. then on the left Y axis, I guess is like desktop to portability.

 

desktop portable. And then so as he's going through they can he can kind of say like here's where we're at. Yeah with this you know we're going to talk about pro desktops you know and then maybe later he'll move to like consumer and portability or whatever. But it's cool.

 

Molly Geoghegan (12:42.688)

Mm-hmm, yeah. If you're watching that video, I just pulled up the screen here so you can see the two by four. Mm-hmm. Yep.

 

Mikey Mioduski (12:48.193)

Oh yeah, go to like 626. That's where he first like kind of highlights. Looks like, and that's where they're going to talk about Pro, the Pro desktop. And it's so simple too. Like he just like colors one in with white, you know, to, and it's a very good contrast. It's simple, really. Hey, he was on the accessibility stuff way back, black and white, very high contrast.

 

Molly Geoghegan (12:54.566)

Exactly. Super smart. Yeah, it's really interesting.

 

Molly Geoghegan (13:04.557)

Mm-hmm.

 

Molly Geoghegan (13:10.892)

Yeah. Black and white. Here's the image of Pentium heating up your coffee. I couldn't like the, seeing the visuals from this from 1998 is so funny. Like you have to know this was recorded on like, you have to think like what this was even recorded on. So the quality isn't amazing, but it's really puts you, it really puts you in the space.

 

Mikey Mioduski (13:17.343)

Yeah.

 

Mikey Mioduski (13:31.776)

And as a designer too, like I can't imagine the pressure coming from some like visionary CEO asking a designer, be like, yeah, can you just like make this Pentium look like it's like boiling coffee and like it's, but it's like messy and it's spilling everywhere. And then the pit in your stomach when you're like way before, like you had to come up with that out of nothing. And so yeah, just the challenge all.

 

Molly Geoghegan (13:49.72)

Mm-hmm. In 98.

 

Mikey Mioduski (14:01.641)

under an immense timeline pressure and it'll be on the screen for like all of four seconds probably, right? And yet it means the world to his one talking point.

 

Molly Geoghegan (14:02.347)

It's...

 

Molly Geoghegan (14:05.72)

Mm-hmm.

 

Molly Geoghegan (14:09.838)

Yeah, yeah, exactly.

 

I'm going to start screenshotting you this Pentium image as Mikey is like sort of like things are going well, you know, like in the 11th hour of a project. I love it. OK, so then so that's the first quadrant of the two by four if he fills in as the desktop pro. And then he introduces the PowerBook G3. And this is a notebook. This is what we know as a laptop, of course. And it is.

 

Mikey Mioduski (14:21.409)

huh, yeah. Yeah, exactly.

 

Mikey Mioduski (14:37.065)

Molly Geoghegan (14:40.77)

thick, you know, they're talking about how sleek it is and you'll, will, everyone will get a good laugh for how thick that baby is. But it was the first time they introduced 13 inch and 14 inch displays for a notebook, right? He says, again, it's a screamer and he says, yeah, and it eats Pentium notebooks for lunch too with boom, got a shark image there. And Mikey, tell me what you know about the shark image, yeah.

 

Mikey Mioduski (14:53.525)

Yeah.

 

Mikey Mioduski (15:01.343)

Yeah, yeah. And that's the one in the, okay, yeah, so it's just a scene in the movie. And I think on LinkedIn, like a couple months ago, I was probing for something and came across some like Steve Jobs stats. then, shout out Tony in the, in the presentation guild circle had a comment about like every time he's like in an intense, you know, situation, he thinks of this scene from the Sorkin movie and apparently it was, yeah, the joke is

 

there's this one image of a shark eating a laptop or is within the laptop and the designer was like, hey, I've got a new shark for you. And Steve checks in, he's like, yeah, that's the one, thanks. He's like, cool, it's the 39th shark. And then Jobs is like, well, why didn't you show me it sooner? And it's just, you can feel the pain of this designer. Seriously, this is the shark.

 

Molly Geoghegan (15:53.23)

Yeah.

 

Molly Geoghegan (15:59.744)

Yes, I love- I didn't know he was a shark fan, but this is is such a fun new nugget of information for me and it really is adding up. So again, if you're watching on video, I've got this, got the shark image pulled up.

 

Mikey Mioduski (16:00.321)

The dude was very specific, it sounds like.

 

Mikey Mioduski (16:08.245)

Yeah.

 

Mikey Mioduski (16:12.639)

Well, it's in Molly like it's big. It's evocative and it instills very visceral emotions like immediately, right? Like. Yeah.

 

Molly Geoghegan (16:21.958)

It's Apex Predator. You have to think Jaws was... When did Jaws come out? know, like this might have been a more relevant thing than... Let's see, Jaws came out... 75. So if he's talking in 98, I mean, Jaws was still like sort of this kind of like... It's only... People are still probably really scared. Exactly. So, and then, yeah, I loved that. And he's just, yeah, so that's his like, what, eighth laugh of the talk. And we're like, however many minutes in, nine minutes in.

 

Mikey Mioduski (16:26.784)

Yeah.

 

Mikey Mioduski (16:36.929)

We're still scared to swim in the ocean because of that. Yeah, at this point, yeah.

 

Molly Geoghegan (16:50.21)

He gets pretty much a laugh a minute probably. I'd say that's his ratio. And he transitions, all this is to say, he's talking about a lot of different things, but he transitions between topics by asking new questions, which is something we've heard from presentation coach, Yvonne Juanes Ruiz, among other folks that that suggested asking questions is an incredible way to move from one thing to the next, leaves your audience, especially if you're asking multiple questions too. You're like, he says, we went out and asked how this stacks up against other notebooks.

 

Mikey Mioduski (16:53.535)

Yeah.

 

Mikey Mioduski (17:01.953)

Mmm.

 

Mikey Mioduski (17:06.986)

Yeah.

 

Mikey Mioduski (17:14.273)

Molly Geoghegan (17:17.838)

How fast can it load a video? What does it look like when Photoshop is uploaded? And so if you're asking a stack, Yeah, if you're stacking some questions, people in the audience might tune out just one question, but if you're doing a little stack of transition, people tend to like, you're changing your pace and so the pattern is different. And so people, if they've kind of zoned out for a little bit, that is a good way to pull them back and then use it as a segue for yourself too.

 

Mikey Mioduski (17:23.541)

You pontificate. It's a yeah.

 

Mikey Mioduski (17:37.984)

Yeah.

 

Mikey Mioduski (17:43.733)

I love that.

 

Molly Geoghegan (17:46.85)

So at this point, he, yeah, he's asking how this stacks up against other notebooks and the VP comes out for a demo. We get a nice little word art moment that says, show down. Like here, they're about to like show down some of the notebooks followed by the pictures of the products they're about to use that are so, so bad and outdated. It's hilarious. And then yeah, what did they do? They upload photo, they upload Photoshop and go through a series of like,

 

Mikey Mioduski (17:58.187)

Yeah.

 

Molly Geoghegan (18:16.312)

basic Photoshop editing. And they do this because they say that this is one of the number one things customers say that they're looking to do and hoping to do on an iMac or on a notebook. So it's again built from the audience ask, the audience need a single purpose. And they show the three notebooks go through a very funny little editing process. And of course the

 

G3 Pro is the fastest.

 

Mikey Mioduski (18:48.148)

Yeah, I mean, it is we hear all the time in from presentation consultants like show don't tell and in it and also sort of that rhetorical triangle of ethos pathos logos like he's already stirred some emotion with pathos like why this is appealing. He's firing people up this thing screams. So that's telling.

 

Molly Geoghegan (18:55.682)

Mm-hmm.

 

Molly Geoghegan (19:07.502)

Mm-hmm.

 

Molly Geoghegan (19:12.268)

Mm-hmm.

 

Mikey Mioduski (19:14.548)

but man, they kind of put their money where their mouth is. They're like, screw it, let's do a demo. And I love that. it's like seeing is believing. Just show me, show the audience how much faster this thing works. That is so much more powerful. And yet, throughout the course of his presentation, he does change things up, make sure he's hitting all of those kind of.

 

Molly Geoghegan (19:20.93)

Mm-hmm.

 

Molly Geoghegan (19:25.155)

Yes.

 

Mikey Mioduski (19:37.32)

key points of the triad, right? So which one is that? Is that a logic reason or credibility? Is that ethos? Whatever it is, it's like a proof point, you know? And it's like, it's there. Like we just did it in front of everybody.

 

Molly Geoghegan (19:39.288)

Mm-hmm.

 

Molly Geoghegan (19:45.834)

Yeah, both probably. Yeah. Proof point for sure. Especially like we have to remember that this technology didn't exist yet. So people are probably like, I don't believe, like I couldn't believe that Photoshop could just be opened and then cruise through quickly. These softwares were still being developed and being on a computer took a lot of time and effort and money and certain kind of access. So he was really democratizing the technology, I think is a huge piece that.

 

Mikey Mioduski (20:02.078)

render that quickly. Yeah, yeah, yeah.

 

Mikey Mioduski (20:06.943)

Yeah.

 

yeah.

 

Mikey Mioduski (20:14.784)

Yeah. And that's smart too, is like the art of the possible, jobs to be done. So yeah, if you at the time had to render graphics, it took your whole damn day up, right? And so speed meant the world to production and creativity. yeah, it was just massive improvement in someone's job to be done.

 

Molly Geoghegan (20:15.854)

Steve does.

 

Molly Geoghegan (20:26.318)

Mm-hmm.

 

Yes.

 

Molly Geoghegan (20:34.157)

Mm-hmm.

 

Molly Geoghegan (20:40.226)

Yeah, 100%. They go ahead and do another test. They play a video, see how fast the, say, director's cut of the video goes and it's such a silly audio piece. But again, of course, the notebook runs the fastest. Everybody loves it. It's incredible. See, again, a very useful thing. People might wanna play videos, like on the internet. That's something probably brand new.

 

Mikey Mioduski (20:56.02)

Mm-hmm.

 

Mikey Mioduski (21:02.27)

Yeah. Yeah. And yeah, that's kind of the medium is the message, Molly, but also the changing up format. And again, I think Yvonne and other presentation coaches have told us like to to change up the rhythm of your presentation. And so you'll see Steve talk for a while. He won't talk for too long without bringing in either a demo or a video or both. And that's what he did in this case. Right. And so it's like

 

It's kind of a variety hour so that people aren't getting bored with just, even though as magnetic as he is as a speaker, even he is aware that these people will get bored after 10 minutes of just one dude monologuing.

 

Molly Geoghegan (21:40.632)

Mm-hmm.

 

Molly Geoghegan (21:46.254)

Yeah, definitely. Even though the attention spans were inevitably longer in 1998, for sure. We had incredible attention spans. It's different now, it's a different beast. Okay, so then, I think this is like the meat of the talk. Around minute 16, it's a 26 minute thing, at least for this clip from the internet. And this is when they introduced the iMac and...

 

Mikey Mioduski (21:50.592)

They were dope back then. Yeah, we were so good at that.

 

Mikey Mioduski (22:09.813)

Yeah.

 

Molly Geoghegan (22:14.882)

He really queues it up. I love that he says, IMAQ comes from the marriage of the excitement of the internet with the simplicity of Macintosh. We're targeting this for the number one use that customers tell us they want, which is to get on the internet simply and fast. Can you imagine such a simple customer request? Like that is crazy. But it's one purpose, like born of an ask for consumers. It's super clear. Like everyone's excited about the internet in this day and age, but then.

 

IMAX whole ethos is how simple and accessible stuff is, like we were saying. And it's just, yeah, it's a very like, ooh, like I, it's such a good cue up for what he's about to present.

 

Mikey Mioduski (22:47.221)

Yeah.

 

Mikey Mioduski (22:57.226)

So structurally, we're in that consumer desktop part of the quadrant now. Again, I think that's such a helpful tool to do that. And then I think Molly, you kind of called this out too, but, and others have talked about this, how it's like, Steve will almost show you the thing and then he'll pull it right back from you. He just keeps building tension, building.

 

Molly Geoghegan (23:01.675)

Mm-hmm. Yes.

 

Yeah, so smart.

 

Molly Geoghegan (23:20.822)

Mm-hmm. Yeah. Yeah.

 

Mikey Mioduski (23:23.104)

And so it's like, oh, you're about to see it. And then he's like, but you know, like before we did this, we had to look at the market to see like, you know, what's out there. And so then he like rewinds it a little, and then he talks and shows the horrendous like status quo and he'll talk, you know, about the problems with them being first, they're slow, you know, so they're bad at networking. And then they have like really crappy processors.

 

Molly Geoghegan (23:39.118)

Mm-hmm.

 

Mikey Mioduski (23:52.641)

or they're really horrible looking displays. And then, I love this, at minute 1749. And these things are ugly. He's like, he ain't afraid to take a shot, you know?

 

Molly Geoghegan (24:00.446)

Ugly. Yeah, he's got a...

 

Exactly. I mean, part of IMAX whole and Apple's whole thing is like the aesthetic of it was so different. So I think that is honestly, it's not just for fluff, you know, it's like they're known for having a more beautiful and different looking product. So that was like huge.

 

Mikey Mioduski (24:21.182)

Yeah, they have conviction too. So the status quo is these personal desktops are slow, tiny displays, and they're ugly. Three things.

 

Molly Geoghegan (24:27.266)

Mm-hmm.

 

Molly Geoghegan (24:33.624)

Mm-hmm. Yep.

 

three characteristics of the world as is.

 

Mikey Mioduski (24:37.086)

Rules are three. Again, like so many best practices all circle back to good old Steve Jobs keynotes every time.

 

Molly Geoghegan (24:43.64)

Mm-hmm.

 

Yeah. And Mikey and I have, yeah, as you said, Mikey, like in the storytelling strategy rule book, like it's so useful to paint the world as is and kind of like, these are the issues we have with it. it's a little slow, it's clunky. Like he shows this image of it up on the screen. And as you said, yeah, those are the three characteristics he's talking about. So what does he have to answer that? The new world presenting? It's the iMac.

 

and they say, I think it's even before, I'm trying to see if he even shows a picture of it. He says, we built something with a G3 slash 233 processor. So it's gonna have like, it's gonna go faster. It's got a 15 inch display. It's got like a ton of storage. I cracked up at the fact that it could do like four gigabytes of like a floppy disk or something. I was like, I just upgraded.

 

Mikey Mioduski (25:37.056)

Yeah. Yeah.

 

But there again, Mollie, you're mapping exactly, you're mapping answers to those three problems that he laid out, right? Like it screams, it's bigger, and like stores more. And then of course, he probably saves it's beautiful for the big reveal, and it's not ugly.

 

Molly Geoghegan (25:47.469)

Yeah.

 

Molly Geoghegan (26:00.418)

Yep. And then literally at minute 20.09, he pulls the curtain off of it. If you're watching, I've got it going here. And he clicks and it says iMac and you're like, and it's, he goes into a little bit there. Here is a little product demo video, right? Which is, which, which makes a lot of sense. This is like, obviously still something used today, but probably would have been pretty fresh at the time and, tough to kind of follow exactly what's shown, but yeah, he goes through a product demo.

 

Mikey Mioduski (26:10.781)

Yeah, yeah.

 

Mikey Mioduski (26:14.921)

plays a video. Yeah.

 

Mikey Mioduski (26:28.382)

Yeah, yeah.

 

Molly Geoghegan (26:29.87)

And so there it is. It's unveiled the beautiful teal like everyone like I'll we'll get that picture up of the the beautiful teal And later. Yes, I'm gonna show Yes, it was yeah we had a computer lab schools

 

Mikey Mioduski (26:40.349)

You remember those? you, and Molly, you had a Mac lab at school? And that was like what they were after. They were trying to get into, they knew, like that's a big piece of business right there.

 

Molly Geoghegan (26:51.938)

Like, look how nice, doesn't this make you just so nostalgic? Look at this Mac, the login with the face, the little nose going through. Yeah, it's amazing. And then this original ad, I'm showing the different colors of iMac that were later released, yeah, he took this one.

 

Mikey Mioduski (26:53.981)

Yeah, I remember a Mac lab. Yep, the com. Yeah.

 

Yeah.

 

Mikey Mioduski (27:07.837)

Click that one right below it with the, just that blue one. Yeah. What's the headline? The most dramatically nude Macintosh since the original. I just remembered that was such a unique, cool, cool look. It's trippy.

 

Molly Geoghegan (27:15.406)

original.

 

Molly Geoghegan (27:20.022)

Yeah, incredible. So and he says multiple times he's like, this is the coolest. Yeah, he says, hey, I love this. He he says, looks like it's from another planet and a good planet, a planet with better designers, which is, of course, hilarious. And it's also literally, Mikey, like the new world is here, kind of like the new plant. Like this is we've created something totally fresh. Yeah, he says this is the coolest. He really loves the mouse. He says it's coolest mouse in the world multiple times.

 

Mikey Mioduski (27:31.924)

Yeah.

 

Mikey Mioduski (27:37.672)

Right?

 

Mikey Mioduski (27:42.558)

Yeah.

 

Molly Geoghegan (27:48.598)

I think there's something about, he's really excited to show that it's translucent in the back, that thing of being like everything that's going on here, like you can see into it. And again, that accessibility feeling of being like, it's not that complicated. Like we've made this really simple, the simplicity of Mac. Like, you know, we've made this really simple computer for everybody to use. And again, at this point, they're like, prove it, right? So they bring out one more demo.

 

Mikey Mioduski (28:05.309)

Yeah.

 

Mikey Mioduski (28:15.102)

Mmm.

 

Molly Geoghegan (28:16.114)

Showdown part two, they say, with the beautiful clip art and they play a video. And this time it's just even faster, I think, than the notebook. The speed in which the, I don't know if it's the pendulum finishes is pretty atrocious.

 

Mikey Mioduski (28:19.731)

Yeah.

 

Mikey Mioduski (28:25.086)

Right?

 

Mikey Mioduski (28:33.683)

Like I think they even cut it early. He was just like, yeah, that's good. It's like still trying. Yeah. Yeah.

 

Molly Geoghegan (28:35.742)

Yeah, right. Yeah, totally. Yeah, finish is last. Absolutely. And I will say this particular keynote gets cut off from his conclusion or he might keep going, but this is without a doubt the highlight. That's about where it ends there after the demo. But that's without a doubt, like the meat of that talk is the introduction of iMac, just absolutely never before seen. And you have to wonder like how people

 

Mikey Mioduski (28:51.059)

Yeah, yeah.

 

Mikey Mioduski (28:59.193)

And yeah, yeah.

 

Molly Geoghegan (29:04.715)

like walked out of there being like, my God, how can I get my hands on that? When can I order it? You know, like, yeah, talking to schools.

 

Mikey Mioduski (29:08.511)

Yeah

 

It's undisputed. Like, yeah, I don't know the way he presents things. You're just like, yeah, like there is no questioning. This thing is way better than what's out there, right? And it's and it is pretty and it is cool and it's clearly faster.

 

Molly Geoghegan (29:20.942)

Yeah. Yeah.

 

Mm He's covered the I mean, if we're going through the story screen and stage, he's like covered that the ethos. Yeah, the logos ethos thing of being like we've seen it work. You've proved it proved a point. We've seen the world as is, but and how the world could be. And I'm very, very interested. So the storytelling is just top notch. His stage presence, very funny and just I think.

 

Mikey Mioduski (29:33.352)

Yeah.

 

Mikey Mioduski (29:45.022)

Yeah.

 

Molly Geoghegan (29:53.994)

if he's coming from that context as we were talking about where he was booted out of the company and is trying to reclaim, there's like, you know, he's able to be humble while also being very excited and part of the, you know, next big thing. And what do you think about his visuals, Mikey? That's the other thing we talk about the screen. For 98.

 

Mikey Mioduski (30:00.671)

Yeah.

 

Mikey Mioduski (30:04.771)

huh.

 

Mikey Mioduski (30:08.18)

Yeah.

 

Mikey Mioduski (30:12.253)

Yeah, I mean, I think they are. Yeah, they're they're incredible for. Yeah, like again, with things things age. But for me, the you know how. We like frequency, I love about Steve Jobs is his comfort with a clicker, you know, and like his timing is always so on point that it's like not just the visual, but the visual plus.

 

Molly Geoghegan (30:33.431)

Yes.

 

Mikey Mioduski (30:38.707)

how it's timed to hit, right? When he wants to say the thing and show the thing for so much more impact. So I think the visuals are great. Like the startling shark, you know, the, the, the, the competitor computer just like boiling over with heat and stuff. So yeah, evocative. And then the charts are so simple, minimalistic, but it is, it's just so much easier to, to read them no matter who you are. Like,

 

Molly Geoghegan (30:44.174)

Mm-hmm.

 

Molly Geoghegan (30:55.394)

Yes, yes.

 

Molly Geoghegan (31:05.484)

Mm-hmm.

 

Mikey Mioduski (31:07.377)

It's just like these very clear, this thing is clearly better than that thing kind of stuff.

 

Molly Geoghegan (31:12.534)

Yeah, especially if anyone's listening that has to give those kind of growth report metrics in your talk and like that can be such a petty boring time of a talk. Honestly, let's go back to 98 because Steve did it very simply. Super smart references to like the milestones that took in comparison. And I think I think we could use a little bit more of that. No more sharing full Excel files, screenshots. That's crazy. None of that. Cut it.

 

Mikey Mioduski (31:30.303)

Yeah.

 

Mikey Mioduski (31:38.624)

Yeah, yeah, yeah, you gotta prioritize it for the audience and that's what they did. Chief distillation officer, you know, and then Molly, average word count for a PowerPoint slide, according to the internet, is about 40 words per slide. I don't know, maybe, hopefully by now that's less for a big keynote.

 

Molly Geoghegan (31:43.768)

Yeah. Yeah.

 

Molly Geoghegan (32:01.72)

too long.

 

Molly Geoghegan (32:05.592)

Yeah, big stage.

 

Mikey Mioduski (32:06.141)

But you know, Carmen Gallo who wrote that book about Steve Jobs' presentation secrets, it's like, here's this funny line, and it's true, and I went back and kind of fact checked it, but it was like, in a typical Steve Jobs, you might see maybe 40 words across 10 slides. Like, I would say his average is about four words per slide. Maybe less.

 

Molly Geoghegan (32:23.362)

Mm-hmm.

 

Yep. And I just heard, yeah, maybe less. And I just heard that, you know, in a email marketing webinar, shout out to Jay. I forget his last name. Thank you. Yeah. And he said like, yeah, try and get your subject line to four words. that's cut it. Yeah. Brevity is best for sure.

 

Mikey Mioduski (32:39.529)

Schwendelson from Guru Hub. Yeah, dude, it's hilarious.

 

Mikey Mioduski (32:46.397)

Yeah. Brevity, baby. Yeah. And just overload, you know?

 

Molly Geoghegan (32:53.294)

Yeah, people are in overload. So keep it. Yeah. So much to learn from Steve. I'm really excited to go to keep going down this particular Steve Jobs rabbit hole. Shout out to all about. We're in the spice. Let me let's get in the spice cabinet here. All about Steve Jobs dot com. We will link obviously the video. There's some really cool resources in there. I also found a fun video supercut of the evolution of the iMac for Apple. So just enjoy watching that kind of move through a fan supercut. Yeah, I love it.

 

Mikey Mioduski (32:57.086)

Yeah.

 

Mikey Mioduski (33:00.696)

I know, yeah.

 

Mikey Mioduski (33:05.491)

Yeah.

 

Mikey Mioduski (33:18.082)

snap, yeah. That's fun.

 

Molly Geoghegan (33:23.018)

And Mikey, what's Steve's walkout song?

 

Mikey Mioduski (33:27.007)

I didn't like it clever with time and place for this one, but what? I just want to say he was like a Beatles guy. I can't remember. Yeah. Uh-huh.

 

Molly Geoghegan (33:35.278)

feel like you're right. Yeah, I don't remember exactly what he's a true fan of. I think we all have to watch that movie. I haven't seen it actually. They're in Sorkin 1. I have a cheesy walkout song that I think could work for this particular talk if we threw it back to 98. The Jonas Brothers, year 3000. You know it, you're girls. Yeah.

 

Mikey Mioduski (33:42.033)

Okay, yeah, yeah, let's check back. Next time we will have watched it, both of us recently.

 

Mikey Mioduski (33:51.839)