Presentation-Secrets-Of-Steve-Jobs
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102 DELIVER THE EXPERIENCE<br />
Einstein’s Theory of Simplicity<br />
If you can’t explain it simply, you don’t understand it well enough.<br />
—ALBERT EINSTEIN<br />
from extraneous text, so are his words. For example, in October<br />
2008, Apple unveiled a new line of environmentally friendly<br />
MacBook computers. There are two principal ways <strong>Jobs</strong> could<br />
have described the computers. The column on the left in Table<br />
8.5 is technically accurate but wordy; the text in the column on<br />
the right is what <strong>Jobs</strong> actually said. 27<br />
<strong>Jobs</strong> replaces lengthy sentences with descriptions that could fit<br />
in a Twitter post (see Scene 4). Simple sentences are simply easier<br />
to recall. Table 8.6 shows other examples of how <strong>Jobs</strong> could have<br />
described a new product, compared with what he actually said.<br />
Plain English Campaign<br />
If you need help writing crisp, clear sentences, the Plain English<br />
Campaign can help. Since 1979, this UK-based organization has<br />
been leading the fight to get governments and corporations to<br />
simplify their communications. The site is updated weekly with<br />
examples of the most complex, unintelligible business language<br />
submitted by readers around the world. The organizers define<br />
plain English as writing that the intended audience can read,<br />
TABLE 8.5 DESCRIBING THE ENVIRONMENTALLY<br />
FRIENDLY MACBOOK<br />
WHAT STEVE COULD HAVE SAID<br />
The new MacBook family meets the most<br />
stringent Energy Star standards and<br />
contains no brominated flame retardants.<br />
It uses only PVC-free internal cables and<br />
components and features energy-efficient<br />
LED-backlit displays that are mercury free.<br />
WHAT STEVE ACTUALLY SAID<br />
“They are the industry’s<br />
greenest notebooks.”