Presentation Secrets of Steve Jobs - Carmine Gallo - BusinessWeek Columnist

Steven Duque
Steven DuqueVP, Marketing and Product at Happie um Happie
The Presentation
Secrets of
Steve Jobs

Carmine Gallo
Columnist, BusinessWeek.com
Table of Contents

    10 Ways to Sell Your Ideas the Steve Jobs Way! ............................................................................................................................ 1
    Plan in Analog .......................................................................................................................................................................................... 2
    Create a Twitter-Friendly Description .............................................................................................................................................. 3
    Introduce the Antagonist ...................................................................................................................................................................... 4
    Focus on the Benefits ............................................................................................................................................................................ 5
    Stick to the Rule of Three .................................................................................................................................................................... 6
    Sell Dreams, Not Products................................................................................................................................................................... 7
    Create Visual Slides ................................................................................................................................................................................ 7
    Make Numbers Meaningful ................................................................................................................................................................... 8
    Use Zippy Words ................................................................................................................................................................................... 8
    Reveal a “Holy Smokes” Moment ....................................................................................................................................................... 9
    One More Thing: Practice, a Lot......................................................................................................................................................... 10
    About Carmine Gallo............................................................................................................................................................................. 11




B
10 Ways to Sell Your Ideas the Steve Jobs Way!

    In The Presentation Secrets of Steve Jobs: How to be Insanely Great in Front
    of Any Audience, communications coach and BusinessWeek.com columnist
    Carmine Gallo reveals the techniques that have turned the Apple CEO into one
    of the world’s most extraordinary corporate storytellers. For more than three
    decades, Jobs has transformed product launches into an art form. Whether
    you’re a CEO, manager, entrepreneur, small business owner, or sales or
    marketing professional, Steve Jobs has something to teach you. Above all, a
    Steve Jobs presentation is intended to do three things: inform, educate and
    entertain. Here are ten steps to accomplishing them.




1
Plan in Analog
    Steve Jobs made his mark in the digital world of bits and bytes, but he plans presentations in the old world of pen and
    paper. A Steve Jobs presentation has all the elements of a great movie—heroes and villains, stunning visuals and a
    supporting cast. And, like a movie director, Steve Jobs “storyboards” the plot. Before you go digital and open PowerPoint,
    spend time brainstorming, sketching or whiteboarding in the early stages. Remember, you’re delivering a story, the
    narrative. Slides complement the story. Neuroscientists have found the brain gets bored easily. Steve Jobs doesn’t give
    his audience time to get distracted. His presentations include demonstrations, video clips, and other speakers. All of the
    elements are planned and collected well before the slides are created.




2
@Carol: I heart this.                                                   @Laura: This presentation is awesome!


        @Tom: I’m stealing this idea!                                                    @Bob: ROTFL



         @Sammy: When’s lunch?                                                       @Bob: Did u eat my sandwich?


    Create a Twitter-Friendly Description
    Steve Jobs creates a single sentence description for every product. These headlines help the audience categorize the
    new product and are always concise enough to fit in a 140-character Twitter post. For example, when Jobs introduced
    the MacBook Air in January, 2008, he said that is it simply, “The world’s thinnest notebook.” That one sentence speaks
    volumes. Jobs will fill in the details during his presentation and on the Apple Web site, but he finds one sentence to
    position every product. Your listeners need to see the big picture before the details. If you can’t describe your product or
    ideas in 140 characters or less, go back to the drawing board.




3
Introduce the Antagonist
    In every classic story, the hero fights the villain. The same holds true for a Steve Jobs presentation. In 1984, the villain
    was IBM, known as “Big Blue” at the time. Before Jobs introduced the famous 1984 television ad to a group of Apple
    salespeople, he created a dramatic story around it. “IBM wants it all,” he said. Apple would be the only company to stand
    in its way. It was very dramatic and the crowd went crazy. Branding expert Martin Lindstrom says that great brands and
    religions have something in common: the idea of vanquishing a shared enemy. Create a villain that allows the audience to
    rally around the hero—you and your product.
    A “villain” doesn’t necessarily have to be a direct competitor. It can be a problem in need of a solution. When Steve Jobs
    introduced the iPhone in January, 2007, his presentation at Macworld focused on the problems mobile phone users were
    experiencing with the current technology. The iPhone, he said, would resolve those issues. Setting up the problem opens
    the door for the hero to save the day.



4
Why should I care?
    Focus on Benefits
    Your listeners are asking themselves one question: Why should I care? Steve Jobs sells the benefit behind every new
    product or feature—and he’s very clear about it. Why buy an iPhone 3G? Because “it’s twice as fast at half the price.”
    What’s so great about Time Capsule? “All your irreplaceable photos, videos and documents are automatically protected
    and easy to retrieve if they’re ever lost.” Even the Apple Web site focuses on benefits with top ten lists like, “10 Reasons
    Why You’ll Love a Mac.” Nobody cares about your product. They only care about how your product or service will improve
    their lives. Make the connection for your customers. Don’t leave them guessing.




5
“   Three stories
                                                          “
                                         from my life.




    Stick to the Rule of Three
    Nearly every Steve Jobs presentation is divided into three parts. When Jobs returned from a health-related absence on
    September 9, 2009, he told the audience he would be talking about three products: iPhones, iTunes and iPods. Along the
    way he provides verbal guideposts such as “iPhones. The first thing I wanted to talk about today. Now, let’s move on to
    the second, iTunes.” The number “three” is a powerful concept in writing. Playwrights know that three is more dramatic
    than two; comedians know that three is funnier than four, and Steve Jobs knows that three is more memorable than six
    or eight. You might have twenty points to make about your product, but your audience is only capable of holding three or
    four points in short term memory. Give them too many points and they’ll forget everything.
    If three is such an important number, why does this e-book have ten points? Because it’s a written reference tool that is
    not intended to be delivered verbally. If this information were delivered verbally, we would only stick to three key takeaways.
    Remember, Steve Jobs will send his audience to the Apple Web site for more information, but he only delivers three points
    in a conversation.




6
Sell Dreams, Not Products
    Charismatic speakers like Steve Jobs are driven by a nearly messianic zeal to create new experiences. Steve Jobs doesn’t
    sell computers. He sells the promise of a better world. When Jobs introduced the iPod in 2001, he said, “In our own small
    way we’re going to make the world a better place.” Where most people see the iPod as a music player, Jobs sees it as
    tool to enrich people’s lives. Of course, it’s important to have great products. But passion, enthusiasm and a sense of
    purpose beyond the actual product will set you and your company apart.
    Jobs is also passionate about his customers and he’s not afraid to wear that passion on his sleeve. During a presentation
    in 1997 he concluded by saying, “Some people say you have to be a little crazy to buy a Mac. Well, in that craziness we
    see genius and that’s who we make tools for.” Cultivate a sense of mission. Passion, emotion and enthusiasm are grossly
    underestimated ingredients in professional business communications and yet they are powerful ways to motivate others.
    Steve Jobs once said that his goal was not to die the richest man in the cemetery. It was to go to bed at night thinking
    that he and his team had done something wonderful. Do something wonderful. Make your brand stand for something
    meaningful.


    Create Visual Slides
     Apple products are easy to use because they eliminate “clutter.” This design philosophy applies to every Steve Jobs
     presentation. There are no bullet points in his presentations. Instead Jobs relies on photographs and images. Where the
     average PowerPoint slide has forty words, it’s difficult to find seven words on ten of Jobs’s slides. The technique is called
    “Picture Superiority:” information is more effectively recalled when text and images are combined. For example, when
     Steve Jobs unveiled the Macbook Air, Apple’s ultra-thin notebook computer, he showed a slide of the computer fitting
     inside a manila inter-office envelope. That image was worth a thousand words. “Simplicity is the ultimate sophistication,”
     Jobs once said. Be sophisticated. Keep it simple.




7
Make Numbers Meaninful
    In every Apple presentation, big numbers are put into context. On September 9, 2009, Apple VP Phil Schiller said that
    220 million iPods had been sold to date. He placed that number into context by saying it represented 73% of the market.
    He broke it down even further—and took a jab at the competition—by saying Microsoft was “pulling up the rear” with its
    1% market share. Schiller learned his technique from Jobs who always puts large numbers into a context that’s relevant
    to his audience.
    The bigger the number, the more important it is to find analogies or comparisons that make the data relevant to your
    audience. For example, when the United States government bailed out the U.S. economy to the tune of $700 billion, it
    was too huge a number for most people to comprehend. Journalists tried to put it into context. The one example that
    seemed to capture the attention of the press—$700 billion is like spending one million dollars a day since the day Christ
    was born. Now that’s a big number!


    Use Zippy Words
     Steve Jobs speaks in plain English. In fact, he has fun with words. He described the speed of the new iPhone 3G as
    “amazingly zippy.” Where most business presenters use words that are obtuse, vague or confusing, Jobs’s language
     is remarkably simple. He rarely, if ever, will use the jargon that clouds most presentations—terms like “best of breed”
     or “synergy.” His language is simple, clear and direct. Legendary GE CEO Jack Welch once said, “Insecure managers
     create complexity.” Exude confidence and security; speak simply.




8
Reveal “Holy Smokes” Moment
    Every Steve Jobs presentation has one moment that neuroscientists call an “Emotionally Charged Event.” The
    emotionally charged event is the equivalent of a mental sticky note that tells the brain, “Remember this!” For example,
    at Macworld 2007, Jobs could have opened the presentation by telling the audience that Apple was unveiling a new
    mobile phone that also played music, games, and video. Instead he built up the drama. “Today, we are introducing three
    revolutionary products. The first one is a widescreen iPod with touch controls. The second is a revolutionary mobile
    phone. And the third is a breakthrough Internet communications device…an iPod, a phone, an Internet communicator…
    an iPod, a phone, are you getting it? These are not three devices. This is one device!” The audience erupted in cheers
    because it was so unexpected and very entertaining.




9
One More Thing: Practice, a Lot
     Steve Jobs spends hours rehearsing every facet of his presentation. Every slide is written like a piece of poetry, every
     presentation staged like a theatrical experience. Yes, Steve Jobs makes a presentation look effortless but that polish
     comes after hours and hours of grueling practice. Steve Jobs has improved his style over time. If you watch video clips
     of Steve Jobs’s presentations going back twenty years (available on YouTube) you will see that he improves significantly
     with every decade. The Steve Jobs of 1984 had a lot of charisma but the Steve Jobs of 1997 was a far more polished
     speaker. The Steve Jobs who introduced the iPhone in 2007 was even better. Nobody is born knowing how to deliver a
     great PowerPoint presentation. Expert speakers hone that skill with practice.




10
About Carmine Gallo
     Carmine Gallo is the communication skills coach for the world’s most admired brands. He is a sought-after keynote
     speaker, seminar leader, media training specialist, crisis communication specialist, presentation expert and
     communications coach. His clients appear in the news every day and many would not think of launching a new product
     without his insight. Gallo is a former CNN business journalist and a current columnist for BusinessWeek.com. He is the
     author of several books including his latest, The Presentation Secrets of Steve Jobs: How to be Insanely Great in Front of
     Any Audience and Fire Them Up! 7 Simple Secrets of Inspiring Leaders.


     Contact Information
     Email Carmine directly at carmine@gallocommunications.com
     Email Carmine’s assistant at vanessa@gallocommunications.com (phone: 925-963-7958)
     Web site: http://www.carminegallo.com
     Webzine: http://www.talkingleadership.com




11
1 von 13

Recomendados

Skill of Writing von
Skill of Writing Skill of Writing
Skill of Writing Vijayalakshmi Murugesan
1.4K views44 Folien
Building a story brand von
Building a story brandBuilding a story brand
Building a story brandMehakdeep Grewal
3.1K views39 Folien
10 tips on writing by David Ogilvy von
10 tips on writing by David Ogilvy10 tips on writing by David Ogilvy
10 tips on writing by David OgilvyPrezly
61.5K views23 Folien
The science of memorable presentations von
The science of memorable presentationsThe science of memorable presentations
The science of memorable presentationsRexi
61K views54 Folien
The 10 most abused words in Marketing von
The 10 most abused words in MarketingThe 10 most abused words in Marketing
The 10 most abused words in MarketingBeloved Brands Inc.
2.4K views13 Folien
The Top 10 Most Remarkable Marketing Campaigns EVER von
The Top 10 Most Remarkable Marketing Campaigns EVERThe Top 10 Most Remarkable Marketing Campaigns EVER
The Top 10 Most Remarkable Marketing Campaigns EVERHubSpot
1.2M views39 Folien

Más contenido relacionado

Was ist angesagt?

Building A Brand Foundation von
Building A Brand FoundationBuilding A Brand Foundation
Building A Brand FoundationMM Brand Agency
4.2K views28 Folien
The Top 10 Ugliest Powerpoint Slides von
The Top 10 Ugliest Powerpoint SlidesThe Top 10 Ugliest Powerpoint Slides
The Top 10 Ugliest Powerpoint SlidesKevin Nalty
20K views15 Folien
Pitching Creative Work von
Pitching Creative WorkPitching Creative Work
Pitching Creative WorkHunter Territo
15.9K views93 Folien
Storytelling: marketing as a story von
Storytelling: marketing as a storyStorytelling: marketing as a story
Storytelling: marketing as a storyMadalina Balaban
4.1K views14 Folien
Brand ambassador and Brand von
Brand ambassador and BrandBrand ambassador and Brand
Brand ambassador and BrandImage Management
13.8K views11 Folien
BROADCAST JOURNALISM von
BROADCAST JOURNALISMBROADCAST JOURNALISM
BROADCAST JOURNALISMFJWU
5.1K views53 Folien

Was ist angesagt?(20)

The Top 10 Ugliest Powerpoint Slides von Kevin Nalty
The Top 10 Ugliest Powerpoint SlidesThe Top 10 Ugliest Powerpoint Slides
The Top 10 Ugliest Powerpoint Slides
Kevin Nalty20K views
BROADCAST JOURNALISM von FJWU
BROADCAST JOURNALISMBROADCAST JOURNALISM
BROADCAST JOURNALISM
FJWU5.1K views
Social media-content-plan-template von InJust5.com
Social media-content-plan-templateSocial media-content-plan-template
Social media-content-plan-template
InJust5.com1.1K views
2020 social media strategy von Vanessa CEO
2020 social media strategy2020 social media strategy
2020 social media strategy
Vanessa CEO11.9K views
Corporate Advertising von Miraj Rajput
Corporate AdvertisingCorporate Advertising
Corporate Advertising
Miraj Rajput8.5K views
5 geheimen van perfecte presentaties von Arthur Sevenstern
5 geheimen van perfecte presentaties5 geheimen van perfecte presentaties
5 geheimen van perfecte presentaties
Arthur Sevenstern62.4K views
History of Advertising von Tugce Esener
History of AdvertisingHistory of Advertising
History of Advertising
Tugce Esener204.4K views

Destacado

The Presentation Secrets of Steve Jobs von
The Presentation Secrets of Steve JobsThe Presentation Secrets of Steve Jobs
The Presentation Secrets of Steve JobsMarcos Garcia de la Vega, MBA.
2.6K views20 Folien
Secrets of presentation von
Secrets of presentationSecrets of presentation
Secrets of presentationNikunj Katkoria
313 views52 Folien
Ii. important presentation skills by Mr. Allah Dad Khan Visiting Professor Ag... von
Ii. important presentation skills by Mr. Allah Dad Khan Visiting Professor Ag...Ii. important presentation skills by Mr. Allah Dad Khan Visiting Professor Ag...
Ii. important presentation skills by Mr. Allah Dad Khan Visiting Professor Ag...Mr.Allah Dad Khan
274 views39 Folien
AIM Presentation von
AIM PresentationAIM Presentation
AIM Presentationcisvaim2013
417 views20 Folien
A Very Important Presentation von
A Very Important PresentationA Very Important Presentation
A Very Important Presentationkauza
202 views50 Folien
Free presentation tips by presentation expert Sylvie Verleye von
Free presentation tips by presentation expert Sylvie VerleyeFree presentation tips by presentation expert Sylvie Verleye
Free presentation tips by presentation expert Sylvie VerleyeSylvie Verleye
1.3K views22 Folien

Destacado(20)

Ii. important presentation skills by Mr. Allah Dad Khan Visiting Professor Ag... von Mr.Allah Dad Khan
Ii. important presentation skills by Mr. Allah Dad Khan Visiting Professor Ag...Ii. important presentation skills by Mr. Allah Dad Khan Visiting Professor Ag...
Ii. important presentation skills by Mr. Allah Dad Khan Visiting Professor Ag...
Mr.Allah Dad Khan274 views
A Very Important Presentation von kauza
A Very Important PresentationA Very Important Presentation
A Very Important Presentation
kauza202 views
Free presentation tips by presentation expert Sylvie Verleye von Sylvie Verleye
Free presentation tips by presentation expert Sylvie VerleyeFree presentation tips by presentation expert Sylvie Verleye
Free presentation tips by presentation expert Sylvie Verleye
Sylvie Verleye1.3K views
Why Open Data is Important: Presentation to ITAPA Bratislava 11 Nov 14 von Andrew Stott
Why Open Data is Important: Presentation to ITAPA Bratislava 11 Nov 14Why Open Data is Important: Presentation to ITAPA Bratislava 11 Nov 14
Why Open Data is Important: Presentation to ITAPA Bratislava 11 Nov 14
Andrew Stott2.2K views
Skills for Presenters von rob johnstone
Skills for PresentersSkills for Presenters
Skills for Presenters
rob johnstone13.2K views
Steve Jobs Presentation Secrets von JC esme
Steve Jobs Presentation SecretsSteve Jobs Presentation Secrets
Steve Jobs Presentation Secrets
JC esme12.4K views
how to present a presentation von darkwind2k
how to present a presentationhow to present a presentation
how to present a presentation
darkwind2k49.7K views
What is a presentation von importerss
What is a presentationWhat is a presentation
What is a presentation
importerss165.7K views
Lie, presentation, attitude, and position von Longwap
Lie, presentation, attitude, and positionLie, presentation, attitude, and position
Lie, presentation, attitude, and position
Longwap250.1K views
AIM GLOBAL von dengee68
AIM GLOBALAIM GLOBAL
AIM GLOBAL
dengee681.4K views
Speaking skills von ma123moscoso
Speaking skills Speaking skills
Speaking skills
ma123moscoso67.3K views
Effective presentation skills von biadoll123
Effective presentation skillsEffective presentation skills
Effective presentation skills
biadoll123314.5K views
20 Presentation Secrets You Won't Find Elsewhere von NFN Labs
20 Presentation Secrets You Won't Find Elsewhere20 Presentation Secrets You Won't Find Elsewhere
20 Presentation Secrets You Won't Find Elsewhere
NFN Labs98.8K views
The Art of the Presentation von Jeffrey Stevens
The Art of the PresentationThe Art of the Presentation
The Art of the Presentation
Jeffrey Stevens239.8K views

Similar a Presentation Secrets of Steve Jobs - Carmine Gallo - BusinessWeek Columnist

Presentation secrets of steve jobs von
Presentation secrets of steve jobsPresentation secrets of steve jobs
Presentation secrets of steve jobsThePlayersDiary
901 views13 Folien
Presentation secrets of steve jobs von
Presentation secrets of steve jobsPresentation secrets of steve jobs
Presentation secrets of steve jobsCarl Robertson
883 views13 Folien
The presentation secrets of steve jobs von
The presentation secrets of steve jobsThe presentation secrets of steve jobs
The presentation secrets of steve jobsGroupM
1.2K views13 Folien
Presentation geniusstevejobs von
Presentation geniusstevejobsPresentation geniusstevejobs
Presentation geniusstevejobsSheik Ahmed
815 views13 Folien
Presentation Genius Steve Jobs von
Presentation Genius Steve JobsPresentation Genius Steve Jobs
Presentation Genius Steve Jobsxerte
1.4K views13 Folien
Presentation von
PresentationPresentation
PresentationRoberto Pulido
508 views4 Folien

Similar a Presentation Secrets of Steve Jobs - Carmine Gallo - BusinessWeek Columnist(19)

Presentation secrets of steve jobs von ThePlayersDiary
Presentation secrets of steve jobsPresentation secrets of steve jobs
Presentation secrets of steve jobs
ThePlayersDiary901 views
Presentation secrets of steve jobs von Carl Robertson
Presentation secrets of steve jobsPresentation secrets of steve jobs
Presentation secrets of steve jobs
Carl Robertson883 views
The presentation secrets of steve jobs von GroupM
The presentation secrets of steve jobsThe presentation secrets of steve jobs
The presentation secrets of steve jobs
GroupM1.2K views
Presentation geniusstevejobs von Sheik Ahmed
Presentation geniusstevejobsPresentation geniusstevejobs
Presentation geniusstevejobs
Sheik Ahmed815 views
Presentation Genius Steve Jobs von xerte
Presentation Genius Steve JobsPresentation Genius Steve Jobs
Presentation Genius Steve Jobs
xerte1.4K views
Ten secrets of steve jobs' presentations von Nelson Loia Jr.
Ten secrets of steve jobs' presentationsTen secrets of steve jobs' presentations
Ten secrets of steve jobs' presentations
Nelson Loia Jr.863 views
Steve Jobs Presentation Skills von Asad Ahamad
Steve Jobs Presentation SkillsSteve Jobs Presentation Skills
Steve Jobs Presentation Skills
Asad Ahamad14K views
The Presentation Secrets Of Steve Jobs von Ivonne Kinser
The Presentation Secrets Of Steve Jobs The Presentation Secrets Of Steve Jobs
The Presentation Secrets Of Steve Jobs
Ivonne Kinser942 views
Thepresentationsecretsofstevejobs 12624250623795-phpapp01 von Wonderful Brain LLC
Thepresentationsecretsofstevejobs 12624250623795-phpapp01Thepresentationsecretsofstevejobs 12624250623795-phpapp01
Thepresentationsecretsofstevejobs 12624250623795-phpapp01
presentation secrets of steve jobs von Anurag Gupta
presentation secrets of steve jobspresentation secrets of steve jobs
presentation secrets of steve jobs
Anurag Gupta1.1K views
The Presentation secrets of Steve Jobs von John Felix
The Presentation secrets of Steve JobsThe Presentation secrets of Steve Jobs
The Presentation secrets of Steve Jobs
John Felix786 views
Thepresentationsecretsofstevejobs 12624250623795 Phpapp01 1 von Tom Terlizzi
Thepresentationsecretsofstevejobs 12624250623795 Phpapp01 1Thepresentationsecretsofstevejobs 12624250623795 Phpapp01 1
Thepresentationsecretsofstevejobs 12624250623795 Phpapp01 1
Tom Terlizzi441 views
The Presentation Secrets Of Stevejobs von Hamdan Agung R
The Presentation Secrets Of StevejobsThe Presentation Secrets Of Stevejobs
The Presentation Secrets Of Stevejobs
Hamdan Agung R1.1K views
Secrets of a Great Presentation von John Wm. Watson
Secrets of a Great PresentationSecrets of a Great Presentation
Secrets of a Great Presentation
John Wm. Watson2.2K views

Más de Steven Duque

12 Recruiting & Candidate Sourcing Stats to Know in 2016 | Happie | gethappie.me von
12 Recruiting & Candidate Sourcing Stats to Know in 2016 | Happie | gethappie.me12 Recruiting & Candidate Sourcing Stats to Know in 2016 | Happie | gethappie.me
12 Recruiting & Candidate Sourcing Stats to Know in 2016 | Happie | gethappie.meSteven Duque
206 views1 Folie
2013 State Of The Vending Industry Report - VendingMarketWatch.com - Automati... von
2013 State Of The Vending Industry Report - VendingMarketWatch.com - Automati...2013 State Of The Vending Industry Report - VendingMarketWatch.com - Automati...
2013 State Of The Vending Industry Report - VendingMarketWatch.com - Automati...Steven Duque
2.3K views8 Folien
2013 State of Inbound Marketing Report - HubSpot von
2013 State of Inbound Marketing Report - HubSpot2013 State of Inbound Marketing Report - HubSpot
2013 State of Inbound Marketing Report - HubSpotSteven Duque
1.9K views175 Folien
Today’s consumer and how contact data affects relationships - An Experian QAS... von
Today’s consumer and how contact data affects relationships - An Experian QAS...Today’s consumer and how contact data affects relationships - An Experian QAS...
Today’s consumer and how contact data affects relationships - An Experian QAS...Steven Duque
742 views11 Folien
2012 State of the Vending Industry Report - Automatic Merchandiser - June / J... von
2012 State of the Vending Industry Report - Automatic Merchandiser - June / J...2012 State of the Vending Industry Report - Automatic Merchandiser - June / J...
2012 State of the Vending Industry Report - Automatic Merchandiser - June / J...Steven Duque
1.5K views6 Folien
From Stretched to Strengthened: Insights from the Global Chief Marketing Offi... von
From Stretched to Strengthened: Insights from the Global Chief Marketing Offi...From Stretched to Strengthened: Insights from the Global Chief Marketing Offi...
From Stretched to Strengthened: Insights from the Global Chief Marketing Offi...Steven Duque
2.9K views72 Folien

Más de Steven Duque(20)

12 Recruiting & Candidate Sourcing Stats to Know in 2016 | Happie | gethappie.me von Steven Duque
12 Recruiting & Candidate Sourcing Stats to Know in 2016 | Happie | gethappie.me12 Recruiting & Candidate Sourcing Stats to Know in 2016 | Happie | gethappie.me
12 Recruiting & Candidate Sourcing Stats to Know in 2016 | Happie | gethappie.me
Steven Duque206 views
2013 State Of The Vending Industry Report - VendingMarketWatch.com - Automati... von Steven Duque
2013 State Of The Vending Industry Report - VendingMarketWatch.com - Automati...2013 State Of The Vending Industry Report - VendingMarketWatch.com - Automati...
2013 State Of The Vending Industry Report - VendingMarketWatch.com - Automati...
Steven Duque2.3K views
2013 State of Inbound Marketing Report - HubSpot von Steven Duque
2013 State of Inbound Marketing Report - HubSpot2013 State of Inbound Marketing Report - HubSpot
2013 State of Inbound Marketing Report - HubSpot
Steven Duque1.9K views
Today’s consumer and how contact data affects relationships - An Experian QAS... von Steven Duque
Today’s consumer and how contact data affects relationships - An Experian QAS...Today’s consumer and how contact data affects relationships - An Experian QAS...
Today’s consumer and how contact data affects relationships - An Experian QAS...
Steven Duque742 views
2012 State of the Vending Industry Report - Automatic Merchandiser - June / J... von Steven Duque
2012 State of the Vending Industry Report - Automatic Merchandiser - June / J...2012 State of the Vending Industry Report - Automatic Merchandiser - June / J...
2012 State of the Vending Industry Report - Automatic Merchandiser - June / J...
Steven Duque1.5K views
From Stretched to Strengthened: Insights from the Global Chief Marketing Offi... von Steven Duque
From Stretched to Strengthened: Insights from the Global Chief Marketing Offi...From Stretched to Strengthened: Insights from the Global Chief Marketing Offi...
From Stretched to Strengthened: Insights from the Global Chief Marketing Offi...
Steven Duque2.9K views
Amp Agency - The Psychology of Social - February 2012 von Steven Duque
Amp Agency - The Psychology of Social - February 2012Amp Agency - The Psychology of Social - February 2012
Amp Agency - The Psychology of Social - February 2012
Steven Duque885 views
Quantum Workplace - 2012 Employee Engagement Trends Report von Steven Duque
Quantum Workplace - 2012 Employee Engagement Trends ReportQuantum Workplace - 2012 Employee Engagement Trends Report
Quantum Workplace - 2012 Employee Engagement Trends Report
Steven Duque3.1K views
Bullhorn Reach: 2012 Activity Report | Social Media Recruiting von Steven Duque
Bullhorn Reach: 2012 Activity Report | Social Media RecruitingBullhorn Reach: 2012 Activity Report | Social Media Recruiting
Bullhorn Reach: 2012 Activity Report | Social Media Recruiting
Steven Duque923 views
Social Recruiting for HR Execs Made Simple | by Bullhorn Reach Evangelist Ste... von Steven Duque
Social Recruiting for HR Execs Made Simple | by Bullhorn Reach Evangelist Ste...Social Recruiting for HR Execs Made Simple | by Bullhorn Reach Evangelist Ste...
Social Recruiting for HR Execs Made Simple | by Bullhorn Reach Evangelist Ste...
Steven Duque670 views
Social Recruiting for IT Consulting Made Simple | by Bullhorn Reach Evangelis... von Steven Duque
Social Recruiting for IT Consulting Made Simple | by Bullhorn Reach Evangelis...Social Recruiting for IT Consulting Made Simple | by Bullhorn Reach Evangelis...
Social Recruiting for IT Consulting Made Simple | by Bullhorn Reach Evangelis...
Steven Duque597 views
Social Recruiting | How to Get Started | a Free e-Book by Bullhorn Reach von Steven Duque
Social Recruiting | How to Get Started | a Free e-Book by Bullhorn ReachSocial Recruiting | How to Get Started | a Free e-Book by Bullhorn Reach
Social Recruiting | How to Get Started | a Free e-Book by Bullhorn Reach
Steven Duque3.7K views
33 Essential Social Recruiting Stats - 2011 von Steven Duque
33 Essential Social Recruiting Stats - 201133 Essential Social Recruiting Stats - 2011
33 Essential Social Recruiting Stats - 2011
Steven Duque9.5K views
White Paper: Embracing Social Media and Being Smart about It by Laurie Reuttiman von Steven Duque
White Paper: Embracing Social Media and Being Smart about It by Laurie ReuttimanWhite Paper: Embracing Social Media and Being Smart about It by Laurie Reuttiman
White Paper: Embracing Social Media and Being Smart about It by Laurie Reuttiman
Steven Duque573 views
2011 Social Recruiting Trends & Strategies von Steven Duque
2011 Social Recruiting Trends & Strategies2011 Social Recruiting Trends & Strategies
2011 Social Recruiting Trends & Strategies
Steven Duque1.8K views
Jobvite Social Recruiting Survey Results - 2011 von Steven Duque
Jobvite Social Recruiting Survey Results - 2011Jobvite Social Recruiting Survey Results - 2011
Jobvite Social Recruiting Survey Results - 2011
Steven Duque879 views
Seven Steps to Better Brainstorming - by Kevin Coyne & Shawn Coyne - McKinsey... von Steven Duque
Seven Steps to Better Brainstorming - by Kevin Coyne & Shawn Coyne - McKinsey...Seven Steps to Better Brainstorming - by Kevin Coyne & Shawn Coyne - McKinsey...
Seven Steps to Better Brainstorming - by Kevin Coyne & Shawn Coyne - McKinsey...
Steven Duque1.1K views
The State of Inbound Marketing - HubSpot Report - January 2009 von Steven Duque
The State of Inbound Marketing - HubSpot Report - January 2009The State of Inbound Marketing - HubSpot Report - January 2009
The State of Inbound Marketing - HubSpot Report - January 2009
Steven Duque785 views
Future of Consumerism - MITX FutureM Conference 2010 - AMP Agency Presentation von Steven Duque
Future of Consumerism - MITX FutureM Conference 2010 - AMP Agency Presentation Future of Consumerism - MITX FutureM Conference 2010 - AMP Agency Presentation
Future of Consumerism - MITX FutureM Conference 2010 - AMP Agency Presentation
Steven Duque533 views
ComScore 2010 US Digital Year in Review von Steven Duque
ComScore 2010 US Digital Year in ReviewComScore 2010 US Digital Year in Review
ComScore 2010 US Digital Year in Review
Steven Duque1.1K views

Último

port23_2023121_resize2.pdf von
port23_2023121_resize2.pdfport23_2023121_resize2.pdf
port23_2023121_resize2.pdfSivaphan Wuttingam
38 views64 Folien
Navigating EUDR Compliance within the Coffee Industry von
Navigating EUDR Compliance within the Coffee IndustryNavigating EUDR Compliance within the Coffee Industry
Navigating EUDR Compliance within the Coffee IndustryPeter Horsten
68 views33 Folien
sample.potx von
sample.potxsample.potx
sample.potxMaryna Yurchenko
24 views3 Folien
proveitdeck.pptx von
proveitdeck.pptxproveitdeck.pptx
proveitdeck.pptxDerek Britton
25 views12 Folien
R. S GROUP.pptx von
R. S GROUP.pptxR. S GROUP.pptx
R. S GROUP.pptxitzrajeshsuthar
11 views14 Folien
MechMaf Shipping LLC von
MechMaf Shipping LLCMechMaf Shipping LLC
MechMaf Shipping LLCMechMaf Shipping LLC
67 views288 Folien

Último(20)

Navigating EUDR Compliance within the Coffee Industry von Peter Horsten
Navigating EUDR Compliance within the Coffee IndustryNavigating EUDR Compliance within the Coffee Industry
Navigating EUDR Compliance within the Coffee Industry
Peter Horsten68 views
[1Slide] Event Report AWS ReInvent 2023 - Q stands out von Holger Mueller
[1Slide] Event Report AWS ReInvent 2023 - Q stands out[1Slide] Event Report AWS ReInvent 2023 - Q stands out
[1Slide] Event Report AWS ReInvent 2023 - Q stands out
Holger Mueller13 views
Gross_TownHall_Summit Conf 2023 BRC Intro slides.pptx von bradgallagher6
Gross_TownHall_Summit Conf 2023 BRC Intro slides.pptxGross_TownHall_Summit Conf 2023 BRC Intro slides.pptx
Gross_TownHall_Summit Conf 2023 BRC Intro slides.pptx
bradgallagher645 views
Engaging Senior Leaders to Accelerate Your Continuous Improvement Program von KaiNexus
Engaging Senior Leaders to Accelerate Your Continuous Improvement ProgramEngaging Senior Leaders to Accelerate Your Continuous Improvement Program
Engaging Senior Leaders to Accelerate Your Continuous Improvement Program
KaiNexus93 views
Navigating the Complexity of Derivatives Valuation 📈 von ValAdvisor
Navigating the Complexity of Derivatives Valuation 📈Navigating the Complexity of Derivatives Valuation 📈
Navigating the Complexity of Derivatives Valuation 📈
ValAdvisor17 views
Learning from Failure_ Lessons from Failed Startups.pptx von Codeventures
Learning from Failure_ Lessons from Failed Startups.pptxLearning from Failure_ Lessons from Failed Startups.pptx
Learning from Failure_ Lessons from Failed Startups.pptx
Codeventures17 views
DEUTSER-03188 Salt Lake Nov 30 Talk with speaker notes[13].pptx von bradgallagher6
DEUTSER-03188 Salt Lake Nov 30 Talk with speaker notes[13].pptxDEUTSER-03188 Salt Lake Nov 30 Talk with speaker notes[13].pptx
DEUTSER-03188 Salt Lake Nov 30 Talk with speaker notes[13].pptx
bradgallagher630 views
NewBase 02 December 2023 Energy News issue - 1678 by Khaled Al Awadi.pdf von Khaled Al Awadi
NewBase  02 December 2023  Energy News issue - 1678 by Khaled Al Awadi.pdfNewBase  02 December 2023  Energy News issue - 1678 by Khaled Al Awadi.pdf
NewBase 02 December 2023 Energy News issue - 1678 by Khaled Al Awadi.pdf
Khaled Al Awadi10 views

Presentation Secrets of Steve Jobs - Carmine Gallo - BusinessWeek Columnist

  • 1. The Presentation Secrets of Steve Jobs Carmine Gallo Columnist, BusinessWeek.com
  • 2. Table of Contents 10 Ways to Sell Your Ideas the Steve Jobs Way! ............................................................................................................................ 1 Plan in Analog .......................................................................................................................................................................................... 2 Create a Twitter-Friendly Description .............................................................................................................................................. 3 Introduce the Antagonist ...................................................................................................................................................................... 4 Focus on the Benefits ............................................................................................................................................................................ 5 Stick to the Rule of Three .................................................................................................................................................................... 6 Sell Dreams, Not Products................................................................................................................................................................... 7 Create Visual Slides ................................................................................................................................................................................ 7 Make Numbers Meaningful ................................................................................................................................................................... 8 Use Zippy Words ................................................................................................................................................................................... 8 Reveal a “Holy Smokes” Moment ....................................................................................................................................................... 9 One More Thing: Practice, a Lot......................................................................................................................................................... 10 About Carmine Gallo............................................................................................................................................................................. 11 B
  • 3. 10 Ways to Sell Your Ideas the Steve Jobs Way! In The Presentation Secrets of Steve Jobs: How to be Insanely Great in Front of Any Audience, communications coach and BusinessWeek.com columnist Carmine Gallo reveals the techniques that have turned the Apple CEO into one of the world’s most extraordinary corporate storytellers. For more than three decades, Jobs has transformed product launches into an art form. Whether you’re a CEO, manager, entrepreneur, small business owner, or sales or marketing professional, Steve Jobs has something to teach you. Above all, a Steve Jobs presentation is intended to do three things: inform, educate and entertain. Here are ten steps to accomplishing them. 1
  • 4. Plan in Analog Steve Jobs made his mark in the digital world of bits and bytes, but he plans presentations in the old world of pen and paper. A Steve Jobs presentation has all the elements of a great movie—heroes and villains, stunning visuals and a supporting cast. And, like a movie director, Steve Jobs “storyboards” the plot. Before you go digital and open PowerPoint, spend time brainstorming, sketching or whiteboarding in the early stages. Remember, you’re delivering a story, the narrative. Slides complement the story. Neuroscientists have found the brain gets bored easily. Steve Jobs doesn’t give his audience time to get distracted. His presentations include demonstrations, video clips, and other speakers. All of the elements are planned and collected well before the slides are created. 2
  • 5. @Carol: I heart this. @Laura: This presentation is awesome! @Tom: I’m stealing this idea! @Bob: ROTFL @Sammy: When’s lunch? @Bob: Did u eat my sandwich? Create a Twitter-Friendly Description Steve Jobs creates a single sentence description for every product. These headlines help the audience categorize the new product and are always concise enough to fit in a 140-character Twitter post. For example, when Jobs introduced the MacBook Air in January, 2008, he said that is it simply, “The world’s thinnest notebook.” That one sentence speaks volumes. Jobs will fill in the details during his presentation and on the Apple Web site, but he finds one sentence to position every product. Your listeners need to see the big picture before the details. If you can’t describe your product or ideas in 140 characters or less, go back to the drawing board. 3
  • 6. Introduce the Antagonist In every classic story, the hero fights the villain. The same holds true for a Steve Jobs presentation. In 1984, the villain was IBM, known as “Big Blue” at the time. Before Jobs introduced the famous 1984 television ad to a group of Apple salespeople, he created a dramatic story around it. “IBM wants it all,” he said. Apple would be the only company to stand in its way. It was very dramatic and the crowd went crazy. Branding expert Martin Lindstrom says that great brands and religions have something in common: the idea of vanquishing a shared enemy. Create a villain that allows the audience to rally around the hero—you and your product. A “villain” doesn’t necessarily have to be a direct competitor. It can be a problem in need of a solution. When Steve Jobs introduced the iPhone in January, 2007, his presentation at Macworld focused on the problems mobile phone users were experiencing with the current technology. The iPhone, he said, would resolve those issues. Setting up the problem opens the door for the hero to save the day. 4
  • 7. Why should I care? Focus on Benefits Your listeners are asking themselves one question: Why should I care? Steve Jobs sells the benefit behind every new product or feature—and he’s very clear about it. Why buy an iPhone 3G? Because “it’s twice as fast at half the price.” What’s so great about Time Capsule? “All your irreplaceable photos, videos and documents are automatically protected and easy to retrieve if they’re ever lost.” Even the Apple Web site focuses on benefits with top ten lists like, “10 Reasons Why You’ll Love a Mac.” Nobody cares about your product. They only care about how your product or service will improve their lives. Make the connection for your customers. Don’t leave them guessing. 5
  • 8. Three stories “ from my life. Stick to the Rule of Three Nearly every Steve Jobs presentation is divided into three parts. When Jobs returned from a health-related absence on September 9, 2009, he told the audience he would be talking about three products: iPhones, iTunes and iPods. Along the way he provides verbal guideposts such as “iPhones. The first thing I wanted to talk about today. Now, let’s move on to the second, iTunes.” The number “three” is a powerful concept in writing. Playwrights know that three is more dramatic than two; comedians know that three is funnier than four, and Steve Jobs knows that three is more memorable than six or eight. You might have twenty points to make about your product, but your audience is only capable of holding three or four points in short term memory. Give them too many points and they’ll forget everything. If three is such an important number, why does this e-book have ten points? Because it’s a written reference tool that is not intended to be delivered verbally. If this information were delivered verbally, we would only stick to three key takeaways. Remember, Steve Jobs will send his audience to the Apple Web site for more information, but he only delivers three points in a conversation. 6
  • 9. Sell Dreams, Not Products Charismatic speakers like Steve Jobs are driven by a nearly messianic zeal to create new experiences. Steve Jobs doesn’t sell computers. He sells the promise of a better world. When Jobs introduced the iPod in 2001, he said, “In our own small way we’re going to make the world a better place.” Where most people see the iPod as a music player, Jobs sees it as tool to enrich people’s lives. Of course, it’s important to have great products. But passion, enthusiasm and a sense of purpose beyond the actual product will set you and your company apart. Jobs is also passionate about his customers and he’s not afraid to wear that passion on his sleeve. During a presentation in 1997 he concluded by saying, “Some people say you have to be a little crazy to buy a Mac. Well, in that craziness we see genius and that’s who we make tools for.” Cultivate a sense of mission. Passion, emotion and enthusiasm are grossly underestimated ingredients in professional business communications and yet they are powerful ways to motivate others. Steve Jobs once said that his goal was not to die the richest man in the cemetery. It was to go to bed at night thinking that he and his team had done something wonderful. Do something wonderful. Make your brand stand for something meaningful. Create Visual Slides Apple products are easy to use because they eliminate “clutter.” This design philosophy applies to every Steve Jobs presentation. There are no bullet points in his presentations. Instead Jobs relies on photographs and images. Where the average PowerPoint slide has forty words, it’s difficult to find seven words on ten of Jobs’s slides. The technique is called “Picture Superiority:” information is more effectively recalled when text and images are combined. For example, when Steve Jobs unveiled the Macbook Air, Apple’s ultra-thin notebook computer, he showed a slide of the computer fitting inside a manila inter-office envelope. That image was worth a thousand words. “Simplicity is the ultimate sophistication,” Jobs once said. Be sophisticated. Keep it simple. 7
  • 10. Make Numbers Meaninful In every Apple presentation, big numbers are put into context. On September 9, 2009, Apple VP Phil Schiller said that 220 million iPods had been sold to date. He placed that number into context by saying it represented 73% of the market. He broke it down even further—and took a jab at the competition—by saying Microsoft was “pulling up the rear” with its 1% market share. Schiller learned his technique from Jobs who always puts large numbers into a context that’s relevant to his audience. The bigger the number, the more important it is to find analogies or comparisons that make the data relevant to your audience. For example, when the United States government bailed out the U.S. economy to the tune of $700 billion, it was too huge a number for most people to comprehend. Journalists tried to put it into context. The one example that seemed to capture the attention of the press—$700 billion is like spending one million dollars a day since the day Christ was born. Now that’s a big number! Use Zippy Words Steve Jobs speaks in plain English. In fact, he has fun with words. He described the speed of the new iPhone 3G as “amazingly zippy.” Where most business presenters use words that are obtuse, vague or confusing, Jobs’s language is remarkably simple. He rarely, if ever, will use the jargon that clouds most presentations—terms like “best of breed” or “synergy.” His language is simple, clear and direct. Legendary GE CEO Jack Welch once said, “Insecure managers create complexity.” Exude confidence and security; speak simply. 8
  • 11. Reveal “Holy Smokes” Moment Every Steve Jobs presentation has one moment that neuroscientists call an “Emotionally Charged Event.” The emotionally charged event is the equivalent of a mental sticky note that tells the brain, “Remember this!” For example, at Macworld 2007, Jobs could have opened the presentation by telling the audience that Apple was unveiling a new mobile phone that also played music, games, and video. Instead he built up the drama. “Today, we are introducing three revolutionary products. The first one is a widescreen iPod with touch controls. The second is a revolutionary mobile phone. And the third is a breakthrough Internet communications device…an iPod, a phone, an Internet communicator… an iPod, a phone, are you getting it? These are not three devices. This is one device!” The audience erupted in cheers because it was so unexpected and very entertaining. 9
  • 12. One More Thing: Practice, a Lot Steve Jobs spends hours rehearsing every facet of his presentation. Every slide is written like a piece of poetry, every presentation staged like a theatrical experience. Yes, Steve Jobs makes a presentation look effortless but that polish comes after hours and hours of grueling practice. Steve Jobs has improved his style over time. If you watch video clips of Steve Jobs’s presentations going back twenty years (available on YouTube) you will see that he improves significantly with every decade. The Steve Jobs of 1984 had a lot of charisma but the Steve Jobs of 1997 was a far more polished speaker. The Steve Jobs who introduced the iPhone in 2007 was even better. Nobody is born knowing how to deliver a great PowerPoint presentation. Expert speakers hone that skill with practice. 10
  • 13. About Carmine Gallo Carmine Gallo is the communication skills coach for the world’s most admired brands. He is a sought-after keynote speaker, seminar leader, media training specialist, crisis communication specialist, presentation expert and communications coach. His clients appear in the news every day and many would not think of launching a new product without his insight. Gallo is a former CNN business journalist and a current columnist for BusinessWeek.com. He is the author of several books including his latest, The Presentation Secrets of Steve Jobs: How to be Insanely Great in Front of Any Audience and Fire Them Up! 7 Simple Secrets of Inspiring Leaders. Contact Information Email Carmine directly at carmine@gallocommunications.com Email Carmine’s assistant at vanessa@gallocommunications.com (phone: 925-963-7958) Web site: http://www.carminegallo.com Webzine: http://www.talkingleadership.com 11