# "Here's What You Need to Do" - Steve Jobs on DFW

Listen. I've looked at what you're doing with DFW, and here's the thing – you're making the same mistake almost everyone makes. You're thinking about features, about services, about what you can do. Stop. That's not what matters. What matters is how you're going to change the way people think about digital spaces forever.

## The Vision Thing

First, let's talk about what you're really doing here. You're not just building 3D websites or virtual spaces. You're liberating digital experiences from the tyranny of the flat screen. You're breaking down the wall between the digital and the physical. That's huge. That's revolutionary. But you're not telling that story.

Remember when we launched the iPhone? We didn't talk about its processor or RAM. We said: "This is a revolutionary mobile phone. This is a breakthrough internet communications device. This is a widescreen iPod with touch controls. These are not three separate devices. This is one device. And we are calling it iPhone."

You need to do the same thing. You're not offering twelve different services. You're offering one thing: The future of digital experience. Everything else flows from that.

## Simplify, Simplify, Simplify

Look at your service menu. Twelve different options? That's garbage. It's confusing. It's overwhelming. Nobody knows where to start. You need three things. Three perfect things.

Here's how I'd structure it:

1. **DFW Experience**
   - For brands and businesses
   - Complete virtual environments
   - Full service, high-end, premium pricing
   - This is your iPhone

2. **DFW Gallery**
   - For artists and collectors
   - Templated but customizable
   - Mid-range pricing, faster delivery
   - This is your iPod

3. **DFW Elements**
   - Asset creation and consulting
   - Quick hits, specific solutions
   - Entry-level pricing
   - This is your iTunes

That's it. Everything else you do fits into these three buckets. If it doesn't fit, you don't do it.

## The Premium Play

Here's something else you need to understand: You're not in the web design business. You're not in the 3D modeling business. You're in the premium digital experience business. That means you need to charge premium prices.

Look at what others charge for basic websites. Now triple it. That's your starting point. Why? Because you're not competing with web designers. You're creating a new category. You're offering something that didn't exist before.

Remember the first iMac? We charged $1,299 when you could get a PC for $999. People said we were crazy. But we weren't selling a computer. We were selling an experience, a philosophy, a way of life. That's what you're doing.

## The Demo is Everything

You need a mind-blowing demo. Not twelve demos. One demo. One perfect demo that shows everything you can do. It needs to be simple enough that anyone can understand it in 30 seconds, but deep enough that the more they look, the more they discover.

Build it for one specific client type – I'd say a fashion brand because they understand both aesthetics and innovation. Make it so good that every other type of client will look at it and say, "I want that, but for my industry."

## The Go-to-Market Strategy

Here's your playbook for the next six months:

### Month 1: The Foundation
- Build that one perfect demo
- Refine your three-tier service structure
- Document one case study that tells your whole story
- Practice your pitch until you can do it in your sleep

### Month 2: The Soft Launch
- Show the demo to ten people who can't afford you
- Get their feedback
- Refine everything
- Show it to ten people who can afford you
- Close one deal, any deal

### Month 3: The Story
- Document everything about that first new project
- Create content that tells your story
- Build relationships with five key journalists
- Start speaking at events, but only the right ones

### Month 4-6: The Scale
- Focus on one vertical market
- Own it completely
- Let others come to you
- Take only the projects that advance your vision

## The Details Matter

Every single touchpoint needs to be perfect. Your website, your proposals, your emails, even your invoices – they all need to tell the same story. They all need to reinforce that you're creating something new, something better, something worth paying premium prices for.

When someone visits your website, they should feel like they've stepped into the future. When they get a proposal from you, it should feel like they're holding a piece of that future in their hands.

## The Team

You can't do this alone, but you also can't do it with the wrong people. You need three types of people:

1. The Artists
   - People who can make beautiful things
   - People who understand aesthetics at a deep level
   - People who care about every pixel

2. The Engineers
   - People who can make it work
   - People who understand performance
   - People who care about every millisecond

3. The Storytellers
   - People who can explain your vision
   - People who can sell without selling
   - People who care about every word

Don't hire anyone who doesn't fit into one of these categories. And don't hire anyone who doesn't share your vision.

## The Non-Negotiables

1. **Quality**
   Never ship anything that isn't excellent. Ever.

2. **Innovation**
   If someone else is doing it, you need to do it differently or not at all.

3. **Experience**
   Everything needs to feel magical. Everything.

4. **Focus**
   Say no to good opportunities so you can say yes to great ones.

## The Reality Distortion Field

Here's the most important thing: You need to create a reality distortion field. You need to make people believe that this is the future, that they can't afford to miss out, that working with you is their only option.

But – and this is crucial – you need to be able to deliver on that promise. The reality distortion field gets them in the door. The quality of your work keeps them there.

## The Next Steps

1. Today:
   - Tear down your current service list
   - Start building your three-tier structure
   - Begin work on your perfect demo

2. This Week:
   - Identify your ten non-paying demo viewers
   - Start documenting your best case study
   - Review all your visual materials

3. This Month:
   - Complete your demo
   - Show it to twenty people
   - Close one deal
   - Start building your content strategy

## The Last Word

Remember this: People don't buy what you do, they buy why you do it. You're not selling 3D websites or virtual spaces. You're selling the future of digital experience. You're selling a new way of thinking about the internet. You're selling progress.

Make that vision so compelling that people can't ignore it. Make your execution so perfect that they can't resist it. Make your impact so profound that they can't forget it.

That's how you build something that changes everything.

Now go do it.

- Steve