Steve Jobs used analogy to get people to embrace the new technology. Before computers, people worked in a physical world. We used paper and pens and physical file folders and so on. The idea of working in a virtual world was radically different. Or at least seemed radically different. What Jobs understood was that a physical office was fundamentally similar to a virtual office. To win over the masses, Jobs drew strong analogies between the traditional workplace people knew well with the new, unfamiliar virtual workplace. In the pre-computer workplace, when ideas were written on paper it was called . . . a document. When those documents needed to be stored they were put in . . . a folder. And those folders were kept on . . . a desk. Documents, folders, and desktops are the terms we use in our virtual work because Steve Jobs understood that using familiar terms would make the new technology easier to understand. The parallels between the physical and virtual workplace now seem obvious.