Keynote Time

Adam Tinworth
Adam Tinworth
[![](]( "photo sharing")[Preparing for the Keynote](

Originally uploaded by Adam Tinworth.

There’s no doubt that Steve Jobs and Apple know how to build excitement. People do not set up �[Keynote Bingo](� for [Gates’s keynotes at CES]( Microsoft does not shroud its booth in black cloth to build up expectations about the goodies hidden underneath.

It also, I suspect, creates a sense of shared experience amongst the Mac loyalists, a bonding of identity much the way that the Queen’s Speech on Christmas Day used to do for us Brits.

Whatever. It’s fun to see what goodies Uncle Steve has lined up for us. Let’s see if he can live up to this year’s greater-than-normal hype.

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Adam is a lecturer, trainer and writer. He's been a blogger for over 20 years, and a journalist for more than 30. He lectures on audience strategy and engagement at City, University of London.