Welcome to Snafu, a newsletter about sales and storytelling.
Storytelling isn’t just about words – it’s about structure, emotion, and creating memorable turning points. Pixar animator Bobby Podesta illustrates how a surprising twist transformed Steve Jobs’ presentation of the iPod nano into an iconic moment.
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I had a call recently with Bobby Podesta, a 20-year veteran animator at Pixar. The call was supposed to be about Responsive Conference, my annual conference about work. Instead, we spent the entire time talking about storytelling.
I’ve been telling stories since I was quite young, but I’ve really only studied storytelling since starting Zander Media.
Bobby, a professional storyteller, crisply described story structure in four parts: the setup, catalyst, turning, and resolution. Bobby began his career illustrating comic books, so when he describes the four parts of a story, he references the four frames of a comic strip. First, each of these four parts:
- Setup – establishes the world in which we find ourselves
- Change – something new that disrupts the norm
- Turning – a twist or reveal
- Resolution – the payoff or conclusion
To illustrate these stages, Bobby told me the story of Steve Jobs’ introduction of the iPod nano – and the importance of a turning point in making Job’s pitch both compelling and memorable.
Setup
Jobs walks through Apple’s music strategy and the success of the original iPod. “We’ve got the best music store, the best software, and the best player.”
Change
He announces a new product: the iPod mini: “Today we’re introducing a second member to the iPod family.” He describes its features, shows a comparison chart, builds anticipation. But no actual product is visible.
Turning
Then, Job pauses, smiles, and asks: “You ever wonder what this pocket is for?” (He points to the tiny coin pocket in his jeans.) “I’ve always wondered that.” Then, he pulls the iPod mini out of that pocket. It’s a dramatic reveal.
Resolution
The room erupts in applause. The narrative lands: Apple has not only made a new device. They’ve redefined what a small music player can mean.
As Bobby pointed out to me in telling this story, this could have happened without the turning point. But without that moment of suspense and emotional engagement, it wouldn’t be memorable. By pausing and asking a simple, unexpected question, Jobs completely changed the audience’s experience.
Homework
Next time you are telling a story – whether selling a client, recounting an anecdote from your day, or reading your kid a book – make note of the turning. Notice how including or leaving out that third frame changes the way the story resonates with your audience. By consciously incorporating turning points, you’ll elevate your storytelling, ensuring your stories resonate and remain memorable.