10. "I haven't been this excited about buying something
since I was eight years old and sent away for the tiny
seahorses I saw advertised in the back of a comic
book.” New York Times' media columnist, David
Carr.
17. The Appearance
• The atmosphere in the stores is inviting,
approachable, warm, interactive, and
intelligent, in Johnson’s words. “There is
no store detail too small to consider.”
http://www.weegadgets.com/gadgets/mp3-player/behind-the-apple-stores-
decade-of-success.html
18. The signage
• Stephen Abrams plea/activity
http://stephenslighthouse.com/2010/12/21/
24. A word about
antagonists
Hero vs. external antagonist
NOT
internal antagonists
http://www.baselinemag.com/c/a/Business-Intelligence/Presentation-Secrets-of-
Steve-Jobs-392452/
25. Apple tells their story
• http://www.youtube.com/watch?
v=DTuKl64_fV8&feature=player_embedded
26. What we can learn
• Enchantment -- Invite others into your
vision
• Create that vision -- create an experience
• Tell the story - with enthusiasm
• Document--share the results