Its a pretty safe assumption that if youre reading this blog,  youve seen The Matrix. And you may or may not remember the scene  where a kid explains to Neo that the trick to bending a spoon with your  mind is simply to remember that, There is no spoon.
 So it is with marketing. One thing I learned very early in life,  thanks to intentional overuse of psychedelic drugs, is that there is no  reality. As a guy at the commune once put it: The reality is, there is  no reality.
 So some guy says his iPhone 4 is having reception issues. I say there  is no reception issue. Now its his reality against my reality. Which  one of us is living in the real reality?
 Theres a two-part answer: 1, there is no real reality, and 2, it  doesnt matter.
 The only thing that matters is which reality our customers will  choose to adopt as their own.
 Of course most people would rather live in a reality where everything  works and there are no problems. And now, thanks to me, that reality  exists. Because Ive created that reality for them.
 Probably the biggest thing Ive taught the team at Apple is that  people never know what theyre 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 its incredible, amazing, awesome, mind-blowing,  overwhelming, magical, revolutionary. We use these words over and over.
 Its 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 cant believe that weve 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 comes from Zen Buddhism. You ever study Zen  koans? Most of them make no sense at all. You read them and you go away  feeling confused and stupid.
 We do something similar. We call it clouding. Right now, for  example, weve sent out the following messages about iPhone 4 and the  antenna issues:
 1. All mobile phones have this problem.
 2. Our mobile phone does not have this problem.
 You see how this works? These two statements cannot both be true.
 Yet weve said both of them. And now you dont know what to believe.
 Ask any psychologist what happens to people when they get confused.  Their heart rate goes up. Their skin temperature rises. Adrenaline  starts to flow.
 They feel desperate, and scared, as if theyve fallen out of a boat  and now theyre getting tossed by waves and theyre maybe going to  drown.
 Now all you have to do is reach out with some kind of certainty, and  no matter how obviously untrue it might be, people will latch onto it.
 Every religion in the world knows this, from the Catholics to the  Scientologists. Its the oldest trick in the book. You create some  uncertainty, you put people at risk  you tell them theyre going to  hell, or whatever  and then you hold out the answer.
 No matter how ridiculous your answer may be  like, the one about the  galactic ruler Xenu, or the one where God turns into a bird and flies  down to earth and impregnates a virgin  people will accept it.
 Not only that, theyll actually thank you for feeding them this  horseshit. Because any certainty, no matter how crazy, is better than  uncertainty.
 Which brings me back to iPhone 4 and the antenna issue. Right now  youre confused. Youre worried. You dont know what to believe. You  just wish someone would come along and tell you that everything is  squared away and theres nothing to worry about.
 Well, stay tuned for that. And remember: There is no spoon.