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February 19, 2007
Apple's elevator, the TV
Apple's elevator, the TV: Mike Davidson passes on an anecdote of one way Apple reportedly evaluates new features: "The answer to every product question that comes up at Apple is 'What will the TV spot look like?' In other words, if you can't think of a 30-second spot that neatly and efficiently explains your company, your product, or whatever other consumer-facing thing you happen to be working on, you aren't building the right thing. Refreshing." Apple's high-budget phrasing is a variant of the elevator pitch, which in turn is similar to journalism's inverted pyramid... starting with the main idea, from the listener's point of view, and then adding additional detail only as demand dictates.
Posted by JohnDowdell at February 19, 2007 03:28 PM
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Comments
Makes sense. My grandfather said something like if you can't explain it in a couple paragraphcs then it's not an idea. Or something.
That one (security) commercial is awesome!
Posted by: Phillip Kerman at February 19, 2007 05:53 PM