Michael Gartenberg distills Apple’s approach in introducing the iPad product down to a four-pronged strategy:
1. Define what your product does
2. Leverage what you’ve done before
3. Make your product additive to your ecosystem
4. Solve a problem, don’t be a feature
Having done these four things sets a foundation for a great product launch. This is one reason why Steve Jobs has such great presentation success. He believes in, has confidence in, and is generally excited about what he’s presenting. Others take note. Maybe someone should make that into a book.