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mise à jour : 03/10/2024

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<p><span style="font-size:18px"><span style="color:#2980b9"><span style="font-family:"Times New Roman",serif">The two faces of Steve Jobs </span></span></span></p>

<p><span style="font-size:18px"><span style="color:#2980b9"><span style="font-family:"Times New Roman",serif">The article highlights Steve Jobs as one of the greatest business storytellers, though he wasn’t always one. A famous quote from him in 1994 emphasizes the power of storytelling to shape vision, values, and generations. Early in his career, however, Jobs failed with the <strong>Lisa computer</strong> (1978). Despite advanced features, its high price and poor marketing doomed it. Jobs promoted it with an eight-page ad full of technical jargon, but the ad lacked a story, didn’t address the audience’s needs, and failed to make people imagine using the product. Apple sold far fewer units than needed.</span></span></span></p>

<p><span style="font-size:18px"><span style="color:#2980b9"><span style="font-family:"Times New Roman",serif">The lesson: <strong>effective storytelling is not about listing features, but about connecting with people’s needs and emotions. Jobs became a great storyteller by choice, not by default.</strong></span></span></span></p>

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