On January 9, 2007, Steve Jobs unveiled the iPhone in one of the most captivating product launches in history. Indeed the iPhone was a revolutionary product, but it wasn’t the iPhone that inspired thousands of people to camp out in the cold over night. It was Jobs’ unique presentation style — which Apple fans referred to as a “Stevenote” — that helped make this among the most awe-inspiring, memorable keynotes ever delivered.

As Carmine Gallo puts it in his book, The Presentation Secrets of Steve Jobs, Steve “transformed the typical, dull, technical, plodding slideshow into a theatrical event complete with heroes, villains, a supporting cast, and stunning backdrops. People who witness a Steve Jobs presentation for the first time describe it as an extraordinary experience.”