The Pope is amazed: Apple uses Monstrance principle for business presentation!
"In the Catholic Church, it is called 'The Body of Christ' when the priest symbolically holds up a communion wafer (100 pieces for €0.69 at Lidl). It is clear that some believers may need some tutoring until they grasp the special value of this symbol. The church uses the time-tested Monstrance principle for this: If your communion wafer doesn't seem valuable at first glance, then present it in a frame of gold and gemstones. Steve Jobs, whose genius still shines through at Apple today, consistently applied the Monstrance principle to everyday business life: In his first iPhone presentation, he used a total of three value-enhancing frames to showcase the Apple phone:
- The Self-Revelation Frame
"This is a day I’ve been looking forward to for two-and-a-half years." Tip: If you strongly identify with your products, express this at the beginning of your presentation: We all like people who are proud of what they offer and say so. This strengthens our expectation that something very special is being offered to us now.
- The Historical Frame
"Every once in a while a revolutionary product comes along that changes everything." Tip: Consider if there is a historical context to your product development that emphasizes the significance of your innovation. For example: "Of our total 14 products, six are protected by patents - two of them even triple-protected. But what you are about to discover now has a different dimension: our latest development involves 12 worldwide patents..."
- The Milestone Frame
"In 1984 we introduced the Macintosh. It didn’t just change Apple. It changed the whole computer industry." "In 2001, we introduced the first iPod. It didn’t just change the way we all listen to music. It changed the entire music industry." "Well today... Apple is going to reinvent the phone..." Tip: If your company has already set milestones in your industry, align your new product with these classics
