Pitch Like Steve Jobs: 4 Techniques to learn from

Steve Jobs knew how to persuade his audience, making every pitch and presentation seem effortless. And let’s face it, whether you’re pitching a product, presenting a new idea, or building a sales deck, you’re also in the business of persuasion. But becoming a persuasive speaker isn’t just for natural-born salespeople or charismatic leaders. Thanks to behavioral science, there are simple, proven methods that anyone can use to make their message more compelling. Today, we’re breaking down four of the most powerful persuasion techniques backed by science and famously used by Steve Jobs to transform your next pitch.

Labor Illusion: Show your work, boost your value

Ever notice how you appreciate a meal more when you see the chef preparing it? That’s the labor illusion in action. People value a product or idea more when they’re aware of the effort behind it. Jobs mastered this during his 1998 Apple keynote. At a time when Apple was struggling, Jobs rebuilt confidence by highlighting the long hours and dedication of his team: “You can see a lot of cars in the parking lots on nights and the weekends.” By pulling back the curtain on the hard work, he made Apple’s products feel more valuable and trustworthy.

How to use it:

In your next presentation, share the behind-the-scenes effort—the research, development, or iterations that went into your solution. This transparency increases trust and heightens the perceived value of your work.

Halo Effect: Brilliance by association

The halo effect is a cognitive shortcut: if we admire one thing, we’re more likely to view related things positively. Steve Jobs applied this technique in Apple’s iconic “Think Different” campaign, associating Apple with visionaries like Einstein and Gandhi. The positive glow from these figures rubbed off on the brand, making Apple seem more innovative and inspiring.

How to use it:

Associate your idea or product with respected brands, influencers, or even customer testimonials. For example, show logos of big clients or mention endorsements from well-known figures. This simple association can dramatically boost your brand’s credibility and appeal.

Anchoring: Frame first, then shape what follows 

Anchoring is the psychological principle rooted in how the first piece of information we see sets the reference point for everything that follows. Steve Jobs used this when launching the iPod, which was twice as expensive as competitors. Instead of focusing on the high price, he reframed the conversation around “price per song,” making the iPod seem like a better deal.

How to use it:

When presenting your offer, introduce a higher-priced option first or compare your solution to a more expensive alternative. This makes your actual offer seem more reasonable and attractive by comparison.

Recency Bias: Save the best for last

The last thing people hear is often the statement that sticks. Steve Jobs famously ended his keynotes with “one more thing” before revealing a final, exciting feature. This wasn’t just showmanship—it’s recency bias at work. The last message lingers longest in your audience’s mind.

How to use it:

End your pitch or presentation with your strongest argument, insight, or call to action. Recap the key points and save your most impactful message for the closing. This ensures your audience walks away remembering what matters most.

Bringing It All Together: Crafting a pitch like Steve Jobs

These four techniques—the labor illusion, halo effect, anchoring, and recency bias—aren’t about steering the audience in a certain direction. They’re about understanding fundamental aspects of human psychology and making communication much more effective within that framework. By showing your effort, using positive associations, and strategically framing information, you can make your message resonate more deeply.

Example of a pitch in action:

“After months of research and countless prototypes (labor illusion), we partnered with industry leaders and drew inspiration from Apple’s design philosophy (halo effect). While similar solutions cost over $10,000 (anchoring), our product is available for just $2,499. And here’s what matters most: with our tool, you’ll save time, reduce stress, and unlock new growth—starting today (recency bias).”

Each of these methods taps into deep-seated psychological biases. They don’t require manipulation or trickery, just a simple understanding of how people make decisions. Steve Jobs didn’t rely on luck or charisma alone; he systematically applied these principles to captivate audiences and drive action.

The best part? You don’t need to be a tech visionary to use them. With a little planning and practice, anyone can make their pitch more persuasive, memorable, and successful.