Presentation-Secrets-Of-Steve-Jobs

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CHANNEL THEIR INNER ZEN 101 MACBOOK AIR Display 13.3 inch LED-backlit glossy widescreen display • Support for millions of colors • Supported resolutions: -1280 by 800 (native) -1024 by 768 (pixels) -4:3 (aspect ratio) Size & Weight ✓ Height: 0.16–0.76 inch (0.4–1.94 cm) ✓ Width: 12.8 inches (32.5 cm) ✓ Depth: 8.94 inches (22.7 cm) ✓ Weight: 3.0 pounds (1.36 kg) Storage 120 GB hard disk drive or 128GB solid-state drive Processor & Memory ● 1.6ghz processor - 6MB shared L2 cashe ● 1066 MHz frontside bus ● 2GB of 1066 MHz DDR 3 SDRAM Battery Power ■ Integrated 37-watt hour lithiumpolymer ■ 45W MagSafe power adapter ■ MagSafe power port ■ 4.5 hours of wireless productivity Figure 8.3 An ugly slide with too much information, too many different fonts, and inconsistent styling. Figure 8.4 Jobs’s slides are strikingly simple and visually engaging. TONY AVELAR/AFP/Getty Images
102 DELIVER THE EXPERIENCE Einstein’s Theory of Simplicity If you can’t explain it simply, you don’t understand it well enough. —ALBERT EINSTEIN from extraneous text, so are his words. For example, in October 2008, Apple unveiled a new line of environmentally friendly MacBook computers. There are two principal ways Jobs could have described the computers. The column on the left in Table 8.5 is technically accurate but wordy; the text in the column on the right is what Jobs actually said. 27 Jobs replaces lengthy sentences with descriptions that could fit in a Twitter post (see Scene 4). Simple sentences are simply easier to recall. Table 8.6 shows other examples of how Jobs could have described a new product, compared with what he actually said. Plain English Campaign If you need help writing crisp, clear sentences, the Plain English Campaign can help. Since 1979, this UK-based organization has been leading the fight to get governments and corporations to simplify their communications. The site is updated weekly with examples of the most complex, unintelligible business language submitted by readers around the world. The organizers define plain English as writing that the intended audience can read, TABLE 8.5 DESCRIBING THE ENVIRONMENTALLY FRIENDLY MACBOOK WHAT STEVE COULD HAVE SAID The new MacBook family meets the most stringent Energy Star standards and contains no brominated flame retardants. It uses only PVC-free internal cables and components and features energy-efficient LED-backlit displays that are mercury free. WHAT STEVE ACTUALLY SAID “They are the industry’s greenest notebooks.”
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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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N E 4 SCENE 4 SCE Create Twitter-Li
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CREATE TWITTER-LIKE HEADLINES 41 TA
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CREATE TWITTER-LIKE HEADLINES 43 ca
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CREATE TWITTER-LIKE HEADLINES 45 He
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CREATE TWITTER-LIKE HEADLINES 47 pr
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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 102 and 103: NTE R M ISSION 1 INTERMISSION 1 I O
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 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.
Page 152 and 153: SHARE THE STAGE 133 with their quot
Page 154 and 155: SHARE THE STAGE 135 Jobs had a ton
Page 156 and 157: N E 12 SCENE 12 SCE Stage Your Pres
Page 158 and 159: 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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