On January 9th 2007 Steve Jobs introduced the iPhone. He starts off with a great sentence to grab the attention of the audience: This is a day I’ve been looking forward to for two and a half years. He proceeds with high pathos language about revolution and change. His listing of oppositions strengthens the message.”It didn’t just change… it changed…”. And finally the tricolons. 3 is the magic number. List things in 3’s and your brain will remember more easily. So which ones do you detect?