The striking thing was that they didn't just apply to people's mental experiences but were equally important to blatantly "physical" experiences such as a traumatic injury or an acute abdomen.
The importance of such psychological considerations doesn't just apply to medicine though.
I have been an Apple user for over ten years now and during the Steve Jobs years I was always impressed by how expertly they used psychology and it's application in their marketing.
@andrarchy made a video that was discussing the new wireless Apple Airpods (you can find that post here).This was the first time I had seen them demonstrated properly and it literally changed my perception of them.
That is all the more extraordinary coming from someone like me who is a self confessed Audiophile (who would only normally buy expensive electrostatic headphones and valve amplifiers).
He didn't do the usual thing that technology reviews do of concentrating on the specifications.
There wasn't a long list of facts and figures - we are bombarded with those through advertising and reviews on a daily basis.
He showed how by getting to use them, the Airpods actually enhanced his life.
He even started envisioning all sorts of ways he could use them that he had previously not even considered - e.g. an always on personal assistant.
The problem is most people won't get to do that before buying a comparatively expensive product like the Airpods.
Jobs was not just a great technology evangelist, visionary and showman, to many people he WAS Apple.
People like Steve Jobs are very rare and it is unlikely that Apple will find a direct replacement for him.
Jobs didn't just sell the product, he sold us a better life and that is not an exaggeration.
In doing so he kicked off a whole new type of laptop and paved the way for the widespread adoption of tablets.
It wasn't bad but there was nothing to distinguish it from a whole host of other manufacturer product presentations.
There was no "Aha" moment where it "clicked". People saw it as a gimmick and frivolity that would cause inconvenience and extra cost.
The contrast to the Steve Jobs era was very clear.
Now they are just mundane adverts with the added negative impact of being presented by businessmen who are not even comfortable being on stage.
The Airpods, Macbook Touchbars and even the cylindrical Mac Pro are examples of the same design genius and attention to detail.
So the innovation, design, attention to detail and artistry are all still there.
That makes sense. Contrary to what people like to believe Steve Jobs did not single handedly run Apple and everything has not simply stopped since his death.
You may think that Apple was a technology company but I would argue that under Steve Jobs they were a life enhancement company.
By doing that they no longer stand out in the same way. They are just one amongst many.
Apple was never about raw technical specifications before because they realised that they couldn't really win that race.
They also seemed to realise that most contemporary technology was good enough and the average user is unimpressed by raws specs alone.
If something is just about tech specs or ticking an extra box on a list to beat the latest Samsung or LG device then it is a mistake.
Unless it enhances the life of the average buyer in a demonstrable way they should drop it or at least move the focus away to the things that do.
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