Reality distortion field (RDF) is a term coined by Bud Tribble at Apple Inc. in 1981, to describe company co-founder Steve Jobs' charisma and its effects on the developers working on the Mac project. Later the term has also been used to refer to perceptions of his keynote (or Stevenote) by observers and devoted users of Apple computers and products.
In essence, RDF is the idea that Steve Jobs is able to convince himself and others to believe almost anything with a mix of charm, charisma, bluster, exaggeration, marketing and persistence. RDF is said to distort an audience's sense of proportion or scale. Small advances are applauded as breakthroughs. Interesting developments become turning points, or huge leaps forward. Impossible-seeming schedules, requirements or specifications are acceded to. Snap judgments about technical merits of approaches are sometimes reversed without acknowledgment. Those who use the term RDF contend that it is not an example of outright deception but more a case of warping the powers of judgment. The term "audience" may refer to an individual whose attitudes Steve is intending to affect.
Often the term is used as a derogatory remark to criticize Apple's products and its more enthusiastic fans.
The term has extended in industry to other managers and leaders, who try to convince their employees to become passionately committed to projects, sometimes without regard to the overall product or to competitive forces in the marketplace. It also has been used with regard to hype for products that are not necessarily connected with any one person.
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There is no spoon |
Fake Steve Jobs on the iPhone 4 and reception: Probably the biggest thing I've taught the team at Apple is that people never know what they're supposed to think about anything. This is true in Hollywood, in the book business, in the art world, in politics. And especially in technology. So we put out a new phone and everyone is sitting there wondering what they should think about it. What I realized many years ago - and honestly, it still amazes me - is that most people are so unsure of themselves that they will think whatever we tell them to think. So we tell people that this new phone is not just an incremental upgrade, but rather is the biggest breakthrough since the original iPhone in 2007. We say it's incredible, amazing, awesome, mind-blowing, overwhelming, magical, revolutionary. We use these words over and over. It's all patently ridiculous, of course. But people believe it.
We demo FaceTime, and we say that nobody in the world has ever seen anything like this before. Jonny and I act stunned and gob-smacked, as if we ourselves still can't believe that we've just invented video chat.
Again, this is utterly untrue, a total and absolute lie. But people accept it. They hoot and cheer for us.
The other strategy we use is "clouding". Right now, for example, we've sent out the following messages about iPhone 4 and the antenna issues: