It’s Jan 15th – the day of Steve Jobs’ keynote at Macworld – where he announces the latest from Apple. An event famously watched by numerous Apple geeks (inc. me) around the world to see what’s coming. It’s a moment in time when Apple’s share price can easily gain 10% (in an hour). And it’s the talk of the industry onlookers.

Reinforced for me today, when I saw this clip from Ted – by JJ Abrams (the guy who conceived Lost, etc…) – where he talks about how he watches the keynote… and once saw Lost on the screen behind Jobs. See the full piece here, because it’s interesting in itself.


Anyway, that’s not the point I’m writing in pursuit of…
The thing that strikes me is this: “Why don’t more brands build anticipation into launches?”
Steve Jobs is known for firing people if they leak the slightest morsel of information about upcoming launches. The company is built around secret project teams and boxed-off departments. The rumour sites have even been faced with subpoenas and other legal battles to silence them.
And he does it because he believes that you can’t launch something without anticipation.
Yet, too often, we’re striving so hard to get our brand launch ‘out there’ that we don’t add any sense of anticipation. And, don’t get me wrong – I’m not stupid enough to believe that we can all act like Apple and people will pay attention! I’m not suggesting that we try to build anticipation by telling people nothing and then holding a major event to launch a new flavour of ketchup.
But, if you did approach it with the belief that Steve Jobs has, would it produce more interesting results?Could we find ways to build drama into a launch?