Presentation-Secrets-Of-Steve-Jobs
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100 DELIVER THE EXPERIENCE<br />
iPhone 3G<br />
● Thinner at the edges<br />
● Full plastic back<br />
● Solid metal buttons<br />
● 3.5-inch display<br />
● Built-in camera<br />
● Flush headphone jack<br />
● Improved audio<br />
Figure 8.2 Dull slides have no images and too many words.<br />
computer on top of an envelope, which was even larger than the<br />
computer itself. That’s it. No words, no text boxes, no graphs, just<br />
the photo. How much more powerful can you get? The picture<br />
says it all. For illustrative purposes, I created the slide in Figure<br />
8.3 as an example of a typical slide that a mediocre presenter<br />
would have created to describe a technical product. (Believe it<br />
or not, this mock slide is gorgeous compared with many slides I<br />
have actually seen in technical presentations delivered by subpar<br />
presenters.) It’s a mishmash of fonts, styling, and text. Not<br />
memorable and truly awful.<br />
In contrast, Figure 8.4 shows one of <strong>Jobs</strong>’s slides from the<br />
Macbook Air presentation. The majority of his slides for this<br />
presentation looked very similar, featuring mostly photographs.<br />
He referred customers to the Apple website for more technical<br />
information; visuals dominated the keynote. Clearly, presenting<br />
a technical product in such a way as <strong>Jobs</strong> did for the Macbook<br />
Air is far more effective.<br />
It takes confidence to deliver your ideas with photographs<br />
instead of words. Since you can’t rely on the slides’ text as a crutch,<br />
you must have your message down cold. But that’s the difference<br />
between <strong>Jobs</strong> and millions of average communicators in business<br />
today. <strong>Jobs</strong> delivers his ideas simply, clearly, and confidently.<br />
Simplify Everything<br />
Simplicity applies to <strong>Jobs</strong>’s slides as well as the words he carefully<br />
chooses to describe products. Just as <strong>Jobs</strong>’s slides are free