For 2006, watch for blogger Mike Evangelist. As Apple’s former director of video product marketing (left in 2002), Mike is currently writing a book about his life at Apple and is making it available online via his blog. The upcoming book in print is slated to be called “Jobs I’ve Known”.
Through UK’s newpaper, The Guardian, Mike today revealed a chapter entitled “Behind the Magic Curtain“. In it, he tells the insider secrets of how Steve Jobs prepares for his powerful keynote sessions, such as one for next week’s Macworld Expo 2006 in San Francisco (yup, the same one I’m going to). While most people see it as a simple-looking stage show, Mike describes the gruelling preparation that takes place behind the curtains which propels Apple into the center of media attention for months after…
Here’s an excerpt: “That chief executive is Steve Jobs, and I know why that speech makes an impact. To a casual observer it is just a guy in a black shirt and jeans talking about some new technology products. But it is in fact an incredibly complex and sophisticated blend of sales pitch, product demonstration and corporate cheerleading, with a dash of religious revival thrown in for good measure. It represents weeks of work, precise orchestration and intense pressure for the scores of people who collectively make up the “man behind the curtain”. I know, because I’ve been there, first as part of the preparation team and later on stage with Steve.”
UPDATE: Steve Ruble wrote about expatriate blogs like Mike Evangelist’s and how companies deal with them.