Summary of “1 Irresistible Pitch Tip That Worked for Steve Jobs and the Google Founders”

When I prepare the company’s leaders to launch the product, I’ll be thinking about a technique Steve Jobs and Google co-founders Larry Page and Sergey Brin used brilliantly: Don’t start with the product details; tell people why the product will change their life.
Tell them how your product will improve their life and you’ll have their attention.
Steve Jobs once said that people don’t want to know about computers; they want to know how computers will help them live better.
Few people recall how much storage was built in to the original iPod, but they can recall that it made it possible to carry a thousand songs in your pocket; “1,000 songs in your pocket” became one of the most iconic taglines in product history.
“A great leader can strip down a complicated product to its essence,” famed venture capitalist Michael Moritz once told me as he recalled the day two Stanford graduate students-Sergey Brin and Larry Page-pitched a company they called Google.
When Page and Brin walked into the offices of Sequoia Capital, they presented investor Moritz with a one-sentence summary of their product that was irresistible in its simplicity.
Every time I’m asked to meet with senior leaders about a new product, I urge them to create a pitch line-one sentence that sells the benefit of the product, answering the question, why should I care? The answer should be short and free of jargon or buzzwords that take up space without answering the question.
Finally, out of frustration, one of the leaders blurted out, “Look, Carmine, if you have a stroke and our product is in the hospital, doctors will be able to make a far more accurate diagnosis much faster than before. Our product could mean the difference between going home and living a full life or never recognizing your family again.”

The orginal article.