The term Reality Distortion Field (RDF) has become part of modern business folklore, thanks in no small part to Apple co-founder Steve Jobs. However, while it may have originated as a quirky descriptor of his intense charisma and visionary belief, RDF is far more than just a personality trait. It’s a tool. A mindset. A leadership edge.
And if you’re in a senior sales or business leadership role, understanding how to build your own RDF could be the difference between linear progress and exponential growth.
What Is the Reality Distortion Field?
Apple engineer Bud Tribble originally coined the Reality Distortion Field to describe Jobs’s uncanny ability to get people to believe in, commit to, and deliver seemingly impossible outcomes. It wasn’t magic. It was mindset, energy, and storytelling used to shift perception and inspire action.
Jobs would convince engineers to build things in weeks that should take months. He’d ignore market limitations and create demand where none existed. His belief in the vision was so strong that others adopted it and made it real.
How Steve Jobs Used the RDF at Apple
Jobs used RDF to drive product innovation and company culture:
- In product development, he would challenge teams with near-impossible goals, not because he ignored reality, but because he believed reality was negotiable with the right mindset and focus.
- In customer engagement, Apple told stories that elevated products beyond specs. They spoke about why they built them and, in doing so, changed how consumers saw technology.
- In leadership, Jobs created a compelling future vision and pulled people towards it, making them believe they could be part of something iconic.
His use of RDF wasn’t always easy to work with. But it was undeniably effective. And the results speak for themselves.
How to Use the RDF as a Leader (Without Being Steve Jobs)
You don’t need to be Jobs to use the Reality Distortion Field.
Here’s how to apply it to your leadership toolkit:
1. Start With Vision, Not Limits
Most teams operate within the constraints of what they think is possible. RDF leaders flip that.
Ask: “What would it look like if we didn’t hold back?” Starting from the vision creates energy and urgency that lifts performance.
2. Tell a Better Story
RDF is fuelled by narrative. If your sales team is just selling product features or services, they’re not creating belief. Build a story that customers and your team want to be part of.
3. Embody Conviction
One of Jobs’s greatest strengths was unwavering belief. RDF only works if the leader truly believes in the possibility of success. Your team will mirror your confidence.
Why RDF Matters in Sales Leadership Today
In a world full of economic uncertainty, long buying cycles, and cautious customers, salespeople are constantly battling external resistance. And that starts internally.
A sales team without belief will always underperform. A leader who can create a Reality Distortion Field gives that team purpose, direction, and the energy to go beyond targets.
That’s why at Kiss the Fish, we don’t just work on process and strategy, we help shape mindset. Our Reality Distortion Field programme gives sales teams the tools to reframe challenges, unlock performance, and lead with purpose. And our Fractional Sales Directors bring this kind of thinking directly into businesses that need leadership now, without the overhead of a full-time hire.
Ready to Lead Like Jobs?
You don’t need to be a tech visionary to use the Reality Distortion Field; you just need to start believing bigger, framing smarter, and leading with purpose.
Keen to learn more?
We have an upcoming FREE Reality Distortion Field taster event!
When: Thu, 4 Sep 2025 11:00 – 17:00 BST
Where: Greater Manchester Digital Security Hub (DiSH), 47 Lloyd Street, Manchester, M2 5LE
watch one of our recent RDF Events below
Here from our previous attendees
