Presentation-Secrets-Of-Steve-Jobs
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CHANNEL THEIR INNER ZEN 103<br />
TABLE 8.6 POSSIBLE VERSUS ACTUAL DESCRIPTIONS IN<br />
JOBS’S PRESENTATIONS<br />
WHAT STEVE COULD HAVE SAID<br />
MacBook Air measures 0.16 inch at its<br />
thinnest point, with a maximum height of<br />
0.76 inch.<br />
Time Capsule is an appliance combining<br />
an 802.11n base station with a server-grade<br />
hard disk that automatically backs up<br />
everything on one or more Macs running<br />
Leopard, the latest release of the Mac OS X<br />
operating system.<br />
Mac OS X features memory protection, preemptive<br />
multitasking, and symmetric multiprocessing.<br />
It includes Apple’s new Quartz<br />
2D graphics engine based on the Internetstandard<br />
portable document format.<br />
WHAT STEVE ACTUALLY SAID<br />
“It’s the world’s thinnest<br />
notebook.”<br />
“With Time Capsule, plug<br />
it in, click a few buttons,<br />
and voilà—all the Macs in<br />
your house are backed up<br />
automatically.”<br />
“Mac OS X is the most<br />
technically advanced<br />
personal computer<br />
operating system ever.”<br />
understand, and act upon the first time they read (or hear) it.<br />
The website has free guides on how to write in plain English as<br />
well as marvelous before-and-after examples, such as the ones in<br />
Table 8.7. 28<br />
Nearly everything you say in any memo, e-mail, or presentation<br />
can be edited for conciseness and simplicity. Remember<br />
that simplicity applies not just to the words on the slides but<br />
also to the words that come out of your mouth.<br />
Author and advertising expert Paul Arden says that people go<br />
to a presentation to see you, not to read your words. He offers this<br />
tip: “Instead of giving people the benefit of your wit and wisdom<br />
(words), try painting them a picture. The more strikingly visual<br />
your presentation is, the more people will remember it.” 29<br />
Leonardo da Vinci stated, “Simplicity is the ultimate sophistication.”<br />
One of the most celebrated painters in history, he<br />
understood the real power of simplicity, as does <strong>Steve</strong> <strong>Jobs</strong>.<br />
When you discover this concept for yourself, your ideas will<br />
become far more persuasive than you could ever imagine.