Story

Oscar Santolalla

Chapter Chapter 2 in Rock the Tech Stage, 2020, pp 3-10 from Springer

Abstract: Abstract At the beginning of the 1980s, the center of the attention was in the personal computer: the vision of one computer at every home was finally becoming real. There were several early innovators shaping up this new niche: Xerox, Commodore, and Apple Computer, among others. But also a behemoth wanted to jump into the wagon: IBM, the big corporation that already dominated the lucrative enterprise computer market. Coincidentally, one of the most ambitious products that Apple Computer had been being cooked for a while delayed so much that it shipped in the first days of 1984. Steve Jobs took advantage of the occasion to use dystopian George Orwell’s novel 1984 and built his own hero story. Jobs’ message was “IBM wants to dominate and become Big Brother. Macintosh is the only hope.” Jobs used storytelling in a way very few made in history: allusion to a fictitious famous story. His exact words in the product launch event were:

Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-1-4842-6312-9_2

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DOI: 10.1007/978-1-4842-6312-9_2

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