This three-minute video is compiled from Apple’s unveiling of the iPad last week. It has been making its way around the Internet, and greeted mostly with bemusement and some mild sarcasm. “It’s not that amazing-wonderful-incredible.”

If you’re a consumer electronics maker, here’s the big takeaway:

How consumer talk about your products begins with you. To be successful in our business, the language people use to describe and discuss their experiences with your devices should originate from your highest executives. Talk about your products in a way that’s difficult to understand (this is the case for most of you), and consumers won’t listen. Then, they’ll either say something negative, or nothing at all. However, communicate in a way that’s exciting, interesting, motivating, and in consumers’ self-interests, and, assuming the product is worthy of your language (this would be the case for most of you), consumers will repeat what you say.

Steve Jobs is demonstrating to people how they should think about the iPad. He’s teaching them what words to use. The repetition is no accident. He is planting the words he’d like the media in the audience and the consumers at home to use.

It’s not an accident that Apple is the only company in our industry with evangelists.

Talk about your products like Steve Jobs talks about his.

Here’s the video: