# Nathan Baugh - Steve Jobs' Storytelling Framework (Highlights) ![rw-book-cover|256](https://readwise-assets.s3.amazonaws.com/static/images/article1.be68295a7e40.png) ## Metadata **Review**:: [readwise.io](https://readwise.io/bookreview/26651797) **Source**:: #from/readwise **Zettel**:: #zettel/fleeting **Status**:: #x **Authors**:: [[Nathan Baugh]] **Full Title**:: Steve Jobs' Storytelling Framework **Category**:: #articles #readwise/articles **Category Icon**:: 📰 **Highlighted**:: [[2023-04-20]] **Created**:: [[2023-04-22]] ## Highlights - **Make your Promise:** Your hook. The reason your audience should listen to you instead of dozing off or scrolling. Jobs makes a [promise](https://link.mail.beehiiv.com/ss/c/Od9SVC-Qxin6O8-fpSu19No37SnQX0S7R15fxKWEviEjLKZCx0yM4eO6PgwidmN144s1xJ3h3qF5uUSq67WFBGHMx873uKAk4gcBPUndz-n-8zsjuUM-bd3abe4MKhtXhXpGCoz2lViOFHLDvpkxF5RJb4hnrxk-ydHtHcw-ZpcVNuOSPdufUAxK_CzyIlTJUR7hQC-UsmSLpedq57jIvdoaX3BP4DxTbfx_d5SVS5rMPU1yaVFNcFdCXJILoNyB-sgCAlxurZnMQWXaSVscSP38Z1wU-ZAAD7U2H5A9OUGOzL_zOsChgbx9d-ON3uqm3AkF7HcCqU8FY2xWI3c-uJesSqUb5voRTBsBwCqiV9wlm-nD0NuKpj_SCm4_lNveUebbG7BJKzmyTeiKnz92x7gqBVVlCaFuyDHXE9EoT1etygt-9h-I-GQNuFGqfU0uuILqXme4do5VG-jlG7p6S1vb9Zr8S50Ka1O-7t0j7bJttte0sWZMTEEyW7TdtP3C_nHUl1QEe0egQohMbCRPlRjMVIWqrR09APEcrjX05N4/3vg/4DbFztXOT_iMHQcOPRoaJQ/h11/JAUOHMfc569s8ASA9EWiOIo-IZCvcaWG5Pi9y3S6Sfo) . He says he’s introducing “a revolutionary product that changes everything.” ([View Highlight](https://read.readwise.io/read/01gyf9fjghtzp7cbjyygyxpzp3)) ^512158260 - **Introduce conflict / Create a villain:** Every hero needs a villain. Batman has the Joker. Harry has Voldemort. The iPhone is no different, so Jobs makes a villain for it. He chooses the current state of the smartphone. “The problem with smartphones is they’re not so smart and they're not so easy to use.” ([View Highlight](https://read.readwise.io/read/01gyf9fq3bknrfdn4zz317d89q)) ^512158317 - **Raise the stakes (again and again):** Jobs bashes on the poor Blackberry every chance he gets. He says its buttons don’t work properly, its screen is ugly, and its not worth its lofty price tag. The people, he implies, need something better. ([View Highlight](https://read.readwise.io/read/01gyf9g2q8m1n79cwsm5ra5100)) ^512158348