The "wow" factor in a story

Steve Jobs intentionally designed a wow moment in every major product launch, using products like props in a magic show.

Jobs could have simply introduced the first iPod by showing photos, but instead, he took an iPod out of a small pocket of his jeans and said: "It's like carrying 1,000 songs in your pocket."

Jobs understood that the key to mesmerizing the audience is to give them something to remember.