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4min chapter
Steve Jobs: The master of persuasion (part 1)
Nudge
Reframing the iPod
Jobs used reframing to motivate his team during the development of the first iPod. He said, I have to be able to find a song that I want in three clicks or less. The engineers at this stage went berserk because they thought he was mad. If Steve hadn't have reframed the problem, there is just no way the engineers would have come up with that innovation. There are many more eye-opening examples including how Jobs helped create the best commercial of all time.
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