I'm a student of how language influences people. Apple's response to the iPhone 4 problem didn't follow the public relations playbook because Jobs decided to rewrite the playbook. (I pause now to insert the necessary phrase Magnificent Bastard.) If you want to know what genius looks like, study Jobs' words: "We're not perfect. Phones are not perfect. We all know that. But we want to make our users happy."
Jobs a changé le contexte, élevé le débat par une opération de rhétorique appelée, par Adams, High Ground Maneuver.
I have long had a name for Jobs' clever move. I call it the "High Ground Maneuver." I first noticed an executive using it years ago, and I've since used it a number of times when the situation called for it. The move involves taking an argument up to a level where you can say something that is absolutely true while changing the context at the same time. Once the move has been executed, the other participants will fear appearing small-minded if they drag the argument back to the detail level. It's an instant game changer.