Presentation-Secrets-Of-Steve-Jobs

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NTE R M ISSION 1 INTERMISSION 1 I Obey the Ten- Minute Rule Your audience checks out after ten minutes. Not in eleven minutes, but ten. We know this valuable fact thanks to new research into cognitive functioning. Simply put, the brain gets bored. According to molecular biologist John Medina, “The brain seems to be making choices according to some stubborn timing pattern, undoubtedly influenced by both culture and gene.” 1 Medina says peer-reviewed studies confirm the ten-minute rule, as do his own observations. In every college course Medina teaches, he asks the same question: “Given a class of medium interest, not too boring and not too exciting, when do you start glancing at the clock, wondering when the class will be over?” The answer is always exactly the same—ten minutes. Steve Jobs does not give the brain time to get bored. In a thirtyminute period, his presentations include demonstrations, a second or even third speaker, and video clips. Jobs is well aware that even his gifts of persuasion are no match for a tired brain constantly seeking new stimuli. Exactly ten minutes into his presentation at Macworld 2007— and not a second more—Jobs revealed a new Apple television commercial for iTunes and iPods (the one with a dark silhouette of people dancing in front of brightly colored backgrounds— the silhouettes are holding iPods, and the stark white earphones noticeably stick out). “Isn’t that great?” Jobs said as the commercial ended. 2 Jobs essentially provided an “intermission” between 83
84 CREATE THE STORY the first act of his presentation (music) and the second (the launch of Apple TV, a product designed to play iTunes content on a widescreen TV). Obey the ten-minute rule and give your listeners’ brains a break. Here we go . . . on to Act 2: delivering the experience.
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The Presentation Secrets of Steve J
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To my father, Franco, an insanely g
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CONTENTS CO NTE NTS Acknowledgments
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DGMENTS ACKNOWLEDGMENTS ACKNOWLE Th
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PROLOGUE PRO LOGUE How to Be Insane
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PROLOGUE xi (940), and the former h
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PROLOGUE xiii Moving On Up As soon
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PROLOGUE xv Figure 1 Apple’s mast
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PROLOGUE xvii tainment. His passion
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ACT I Create the Story Creating the
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N E 1 SCENE 1 SCE Plan in Analog Ma
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PLAN IN ANALOG 5 designing the slid
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PLAN IN ANALOG 7 phone!” 5 That
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PLAN IN ANALOG 9 Jobs pointed out t
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PLAN IN ANALOG 11 on a product. Job
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PLAN IN ANALOG 13 Aristotle’s Out
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N E 2 SCENE 2 SCE Answer the One Qu
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ANSWER THE ONE QUESTION THAT MATTER
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N E 3 SCENE 3 SCE Develop a Messian
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DEVELOP A MESSIANIC SENSE OF PURPOS
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DEVELOP A MESSIANIC SENSE OF PURPOS
Page 52 and 53: DEVELOP A MESSIANIC SENSE OF PURPOS
Page 58 and 59: N E 4 SCENE 4 SCE Create Twitter-Li
Page 60 and 61: CREATE TWITTER-LIKE HEADLINES 41 TA
Page 62 and 63: CREATE TWITTER-LIKE HEADLINES 43 ca
Page 64 and 65: CREATE TWITTER-LIKE HEADLINES 45 He
Page 66 and 67: CREATE TWITTER-LIKE HEADLINES 47 pr
Page 68 and 69: N E 5 SCENE 5 SCE Draw a Road Map T
Page 70 and 71: DRAW A ROAD MAP 51 It is well estab
Page 72 and 73: DRAW A ROAD MAP 53 bigger. And that
Page 74 and 75: DRAW A ROAD MAP 55 Baig, Kessler, a
Page 76 and 77: DRAW A ROAD MAP 57 » ”We’re on
Page 78 and 79: DRAW A ROAD MAP 59 I believe that w
Page 80 and 81: DRAW A ROAD MAP 61 REPORTER: Carmin
Page 82 and 83: N E 6 SCENE 6 SCE Introduce the Ant
Page 84 and 85: INTRODUCE THE ANTAGONIST 65 smartph
Page 86 and 87: INTRODUCE THE ANTAGONIST 67 Make no
Page 88 and 89: INTRODUCE THE ANTAGONIST 69 man saw
Page 90 and 91: INTRODUCE THE ANTAGONIST 71 the cat
Page 92 and 93: INTRODUCE THE ANTAGONIST 73 carries
Page 94 and 95: N E 7 SCENE 7 SCE Reveal the Conque
Page 96 and 97: REVEAL THE CONQUERING HERO 77 intro
Page 98 and 99: REVEAL THE CONQUERING HERO 79 In on
Page 100 and 101: REVEAL THE CONQUERING HERO 81 not b
Page 104 and 105: ACT 2 Deliver the Experience Steve
Page 106 and 107: N E 8 SCENE 8 SCE Channel Their Inn
Page 108 and 109: CHANNEL THEIR INNER ZEN 89 This sli
Page 110 and 111: CHANNEL THEIR INNER ZEN 91 contains
Page 112 and 113: CHANNEL THEIR INNER ZEN 93 TABLE 8.
Page 114 and 115: CHANNEL THEIR INNER ZEN 95 with cog
Page 116 and 117: CHANNEL THEIR INNER ZEN 97 STEVE’
Page 118 and 119: CHANNEL THEIR INNER ZEN 99 TABLE 8.
Page 120 and 121: CHANNEL THEIR INNER ZEN 101 MACBOOK
Page 122 and 123: CHANNEL THEIR INNER ZEN 103 TABLE 8
Page 124 and 125: N E 9 SCENE 9 SCE Dress Up Your Num
Page 126 and 127: DRESS UP YOUR NUMBERS 107 of potent
Page 128 and 129: DRESS UP YOUR NUMBERS 109 transisto
Page 130 and 131: DRESS UP YOUR NUMBERS 111 dots. For
Page 132 and 133: N E 10 SCENE 10 SCE Use “Amazingl
Page 134 and 135: USE “AMAZINGLY ZIPPY” WORDS 115
Page 146 and 147: N E 11 SCENE 11 SCE Share the Stage
Page 148 and 149: SHARE THE STAGE 129 Jobs returned t
Page 150 and 151: SHARE THE STAGE 131 and then iPod.
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SHARE THE STAGE 133 with their quot
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SHARE THE STAGE 135 Jobs had a ton
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N E 12 SCENE 12 SCE Stage Your Pres
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STAGE YOUR PRESENTATION WITH PROPS
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N E 13 SCENE 13 SCE Reveal a “Hol
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REVEAL A “HOLY SHIT” MOMENT 153
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NTE R M ISSION 2 INTERMISSION 2 I S
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SCHILLER LEARNS FROM THE BEST 163 s
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ACT 3 Refine and Rehearse So far, w
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N E 14 SCENE 14 SCE Master Stage Pr
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MASTER STAGE PRESENCE 169 STEVE’S
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MASTER STAGE PRESENCE 171 tell. He
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MASTER STAGE PRESENCE 173 use gestu
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MASTER STAGE PRESENCE 175 TABLE 14.
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MASTER STAGE PRESENCE 177 TABLE 14.
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N E 15 SCENE 15 SCE Make It Look Ef
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MAKE IT LOOK EFFORTLESS 181 is one
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MAKE IT LOOK EFFORTLESS 183 That’
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MAKE IT LOOK EFFORTLESS 185 Flushin
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MAKE IT LOOK EFFORTLESS 187 a notes
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MAKE IT LOOK EFFORTLESS 189 Carolin
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MAKE IT LOOK EFFORTLESS 191 who see
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MAKE IT LOOK EFFORTLESS 193 part of
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N E 16 SCENE 16 SCE Wear the Approp
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WEAR THE APPROPRIATE COSTUME 197 Ap
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N E 17 SCENE 17 SCE Toss the Script
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TOSS THE SCRIPT 201 STEVE’S WORDS
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TOSS THE SCRIPT 203 Now let’s put
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TOSS THE SCRIPT 205 notes at Macwor
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N E 18 SCENE 18 SCE Have Fun Everyo
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HAVE FUN 209 A YouTube user posted
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HAVE FUN 211 technical for me. It
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HAVE FUN 213 One analyst, Shaw Wu,
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NCO R E ENCORE E One More Thing Sta
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ENCORE 217 Again, passion is a cent
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S NOTES NOTE Prologue 1. Jon Fortt,
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NOTES 221 4. YouTube, “Macworld B
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NOTES 223 Scene 5: Draw a Road Map
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NOTES 225 7. YouTube, “Macworld S
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NOTES 227 5. John Markoff, “Burne
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NOTES 229 Scene 12: Stage Your Pres
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NOTES 231 5. Michael Krantz, “Ste
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INDEX I N D E X Advertising, 36-37,
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INDEX 235 iPod, 43-44 MacBook Air,
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INDEX 237 Press releases, 22-24 Pro
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