Of course Steve was a great showman and storyteller. He well understood one of the fundamental principles of great storytelling: Exposition. That is, not telling your audience anything that they don't absolutely need to know -- until they absolutely need to know it.

This sense of theatre extended to how he'd show off new products to Apple board members or the lucky few who got a sneak preview. He would cover the new product with a black cloth and then - when everyone was good and ready and salivating - unveil it. And so it was with his keynotes. Each such curtain lift made us feel a revelatory "Boom!" without him having to say it.

The End