High Ground Maneuver of Persuasion
Scott Adams, of Dilbert fame, explains how jobs changed the entire iPhone4 argument with 19 simple worlds.
In a press conference on the subject, Steve Jobs said, “We're not perfect. Phones are not perfect. We all know that. But we want to make our users happy.”
Jobs got a lot of heat about his response. Where was the apology? Where was the part where he acknowledged that the buck stops with him, and that Apple made a big mistake that never should have happened? That's public relations 101, right?
I'm a student of how language influences people. Apple's response to the iPhone 4 problem didn't follow the public relations playbook because Jobs decided to rewrite the playbook. (I pause now to insert the necessary phrase Magnificent Bastard.) If you want to know what genius looks like, study Jobs' words: “We're not perfect. Phones are not perfect. We all know that. But we want to make our users happy.”
Jobs changed the entire argument with nineteen words. He was brief. He spoke indisputable truth. And later in his press conference, he offered clear fixes.
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