Q From James Bond Quotes

Just think about the incredible transformation that took place in Steve’s life and career after Pixar. In 1983, Apple launched their computer Lisa, the last project Jobs worked on before he was let go. Jobs released Lisa with a nine-page ad in the New York Times spelling out the computer’s technical features. It was nine pages of geek talk nobody outside NASA was interested in. The computer bombed. When Jobs returned to the company after running Pixar, Apple became customer-centric, compelling, and clear in their communication. The first campaign he released went from nine pages in the New York Times to just two words on billboards all over America: Think Different. When Apple began filtering their communication to make it simple and relevant, they actually stopped featuring computers in most of their advertising. Instead, they understood their customers were all living, breathing heroes, and they tapped into their stories. They did this by (1) identifying what their customers wanted (to be seen and heard), (2) defining their customers’ challenge (that people didn’t recognize their hidden genius), and (3) offering their customers a tool they could use to express themselves (computers and smartphones). Each of these realizations are pillars in ancient storytelling and critical for connecting with customers. I’ll teach you about these three pillars and more in the coming chapters, but for now just realize the time Apple spent clarifying the role they play in their customers’ story is one of the primary factors responsible for their growth. Notice, though, the story of Apple isn’t about Apple; it’s about you. You’re the hero in the story, and they play a role more like Q in the James Bond movies. They are the guy you go see when you need a tool to help you win the day.

Amongst the comedy-muffling noises coming from John Cleese’s wallet, Bond asks Q if he’s really retiring, which seems a stupid question to ask a man of 109. Of course he’s retiring, James, he’s Facebook mates with Moses.

The movie played to a completely packed house and it was a smash. I was waiting with Bruce and Joe Lansdale up near the screen as the end credits rolled, ready for the filmmaker Q&A afterward, and something incredible happened that cemented it for me. Since the film ended on such a melancholy and downbeat note as Elvis closes his eyes at the finale, to raise the audience’s spirits and give them some hope, I inserted a line in the end credits that read, “Elvis returns in … BUBBA NOSFERATU—Curse of the She-Vampires.” As a kid I always got a thrill watching the James Bond movie end credits where they would announce the next 007 that way, so I figured why not try that with Elvis. As this announcement rolled on-screen, suddenly a guttural roar erupted from the crowd and they burst into riotous applause. Three hundred people wanted a sequel, like, immediately.