Is it just me, or have major product launches been lacking something lately?

Last month’s iPhone 16 launch left many tech fans feeling thoroughly underwhelmed. (What, exactly is the upgrade-worthy difference between this model and the 15 or 14?)

Similarly, Samsung’s latest Galaxy phones, which are technically impressive, have barely created a ripple in the tech world. It’s a far cry from the electric atmosphere of Steve Jobs’ 2007 iPhone introduction.

This stark contrast got me thinking: What made that original launch so captivating, and how can we recapture that magic in an era of incremental improvements?

Let’s revisit Jobs’ masterclass in product storytelling:

1. The Powerful Hook Jobs opened with, “This is a day I’ve been looking forward to for two and a half years.” When was the last time a CEO showed such genuine excitement? (Although it’s not a launch, Zuck has shown some genuine enthusiasm over Meta’s holographic Orion AR glasses)
2. Introducing the Villain Jobs painted the smartphone status quo as the villain. Today, who’s the villain? Boredom? Lack of innovation?
3. Highlighting the Problem Jobs detailed user issues with existing smartphones. Are today’s launches addressing real pain points, or just adding features?
4. Building Anticipation “Three revolutionary products” that turned out to be one device. How can we build suspense when leaks are the norm?
5. Creating Suspense Jobs slowly revealed features. Now, most features are known before the event. How can we maintain mystery?
6. Show, Don’t Tell The live demo was crucial. Are today’s scripted demos as impactful?
7. Strategic Repetition Key phrases like “revolutionary” and “magical” were repeated. What are our power words now?
8. Connecting to a Larger Vision Jobs positioned the iPhone as a leap forward for humanity. Are we still dreaming big enough?
9. Making it Personal “I didn’t sleep last night” humanized Jobs. How can today’s leaders connect authentically?
10. Closing with Inspiration The presentation ended on a high note. Are we leaving our audiences truly inspired?
11. Relentless Practice Jobs was known for extensive rehearsals. He practiced and practiced, until he couldn’t NOT do it perfectly. In our era of polished corporate speak, how can we balance preparation with authenticity?

In “I Need That,” we discuss how creating a compelling narrative around your product can drive the “need” response in potential customers. The contrast between Jobs’ presentation and recent launches shows how crucial this is, especially when improvements are incremental.

Your challenge: In a world where “revolutionary” products are rare, how can you tell a story that reignites excitement for your offerings? Can you find a new “villain” to position your product against?

Remember, even in an era of iterative improvements, great storytelling can turn a want into a need.

Here’s to rekindling the magic in our product launches,

Laurier

P.S. What recent product launch, if any, has genuinely excited you? What made it stand out? Share your thoughts!