This chapter explores how Apple masterfully utilizes storytelling in its product launches to create emotional connections with consumers. It also discusses the significance of storytelling in corporate culture, aligning employees and stakeholders with the company's vision and objectives.
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Apple is the best storytelling company on the planet. This was the thought that ran through my mind as I watched Apple present its new products at the WWDC conference.
When it introduces a product, Apple doesn’t just spend the time telling you what it will do for you; it directs as much effort to telling a very detailed story about how it made the product.
WHO AM I: Vitaliy Katsenelson was born in Murmansk, Russia, and immigrated to the United States with his family in 1991. After joining Denver-based value investment firm IMA in 1997, Vitaliy became Chief Investment Officer in 2007 and CEO in 2012. Vitaliy has written two books on investing and is an award-winning writer. Known for his uncommon common sense, Forbes Magazine called him “The New Benjamin Graham.” He’s written for publications including Financial Times, Barron’s, Institutional Investor, and Foreign Policy. Vitaliy lives in Denver with his wife and three kids, where he loves to read, listen to classical music, play chess, and write about life, investing, and music. Soul in the Game is his third book and first non-investing book.
