Steve Job 1983 MacBook Strategy Speech.

In 1983, Steve Jobs pictured a “book-sized computer” long before it was possible. While Apple’s $10,000 office machines kept money rolling in, the vision is what sold people. Apple wasn’t just selling computers; it was selling the future.

Why It Works

• People buy dreams, not specs.
• A bold vision builds hype before the product exists.
• Short-term profits fund long-term innovation.
• Consistent storytelling makes progress look inevitable.

Examples

• Tesla sold 400,000 Cybertrucks before production started.
• SpaceX pitched Mars colony plans while launching satellites.
• Dyson teased bagless suction before it existed.
• Nike sells “athletic greatness,” not just shoes.

Apple’s genius move: turning a fantasy into a roadmap for desire.