No mention of the engineering.
No mention of the unprecedented memory.
No mention of the fashionable design.
No mention of the price.
Just these six words.
"iPod. 1,000 songs in your pocket."
This is how Steve Jobs introduced this new device on October 23, 2001. A device the would go on to change music, entertainment, and computers forever.
A device up until that point no consumer knew they wanted or even needed.
A device that held the equivalent of 100 CDs in your pocket.
A device that would change our relationship with music and our relationship with entertainment forever.
A device that would change our relationship with hardware and our relationship with companies forever.
The future is psychology and not technology.
The future is experience and not evidence.
Consumers want demeanor, not data.
Marc A. Ross is the founder of Brigadoon and specializes in communications for thought leaders working at the intersection of globalization, disruption, and politics.