1. Sell the improvement, not the product.
- Customers care about outcomes, not objects.
- To figure out what you’re really selling, you have to figure out what you’re actually improving.
- Many products fail because they are solutions in search of a problem.
- Successful products communicate what they improve.

2. A powerful idea must be simple
- Once the real value of a product is clear, the message should be expressed in one concise idea.
- A strong idea is: short, repeatable, memorable.
- If an idea can be expressed in one line, audiences can easily remember and repeat it.

3. Structure improves memory
- How Steve Jobs structures his presentations:
(1) List the points the audience should remember.
(2) Reduce them until only three key ideas remain (this approach follows the Rule of Three).
(3) Support each idea with stories, metaphors, memorable facts, social proof.

4. Memorable communication uses simple language
- Steve Jobs used common emotional words: amazing, gorgeous, insanely great, ugly.
- He also used contextual comparisons to make numbers memorable.
Example:
A million seconds ago was about 11 days ago.
A billion seconds ago was about 31 years ago.
- Context turns abstract information into something people can feel and understand.

5. A messianic sense of purpose
- Maybe the greatest definition of technology:
Properly understood , any new and better way of doing things is technology.
- Steve Jobs truly believed. With all his soul, that the products he created was a new and better way of doing something for his customers.
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