Presentation-Secrets-Of-Steve-Jobs

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N E 10 SCENE 10 SCE Use “Amazingly Zippy” Words Plug it in. Wirrrrrr. Done. —STEVE JOBS, DESCRIBING THE SONG TRANSFER FEATURE OF THE FIRST IPOD, FORTUNE, NOVEMBER 2001 Steve Jobs introduced an upgrade to the iPhone at Apple’s Worldwide Developers Conference on June 9, 2008. The iPhone 3G was twice as fast as the original model, supporting the speedier third-generation AT&T data network. A 3G network has a potential transfer speed of 3 Mbps, versus 144 Kbps on a slower, 2G (second-generation) network. Simply put, 3G is better for accessing the Internet and downloading large multimedia files on a mobile phone. Jobs made it even simpler. “It’s amazingly zippy,” he said. 1 Jobs speaks in simple, clear, and direct language, free of the jargon and complexity so common in business communications. Jobs is one of the few business leaders who could confidently call a product “amazingly zippy.” In an interview for Fortune magazine, he was asked to describe the interface of Apple’s new OS X operating system. “We made the buttons on the screen look so good, you’ll want to lick them,” he said. 2 Even if you think Jobs is grandstanding from time to time, his choice of words puts a smile on your face. He chooses words that are fun, tangible, and uncommon in most professional business presentations. 113
114 DELIVER THE EXPERIENCE Jobs, Gates, and the Plain English Test Seattle Post Intelligencer tech reporter Todd Bishop wrote a clever piece at the urging of his readers. He ran the transcripts from four presentations in 2007 and 2008 (Steve Jobs’s Macworld keynotes and Bill Gates’s Consumer Electronics Show presentations) through a software tool that analyzes language. In general, the lower the numerical score, the more understandable the language. Bishop used an online software tool provided by UsingEnglish .com. 3 The tool analyzes language based on four criteria: 1. Average number of words per sentence. 2. Lexical density—how easy or difficult a text is to read. Text with “lower density” is more easily understood. In this case, a lower percentage is better. 3. Hard words—average number of words in a sentence that contain more than three syllables. In this case, a higher percentage is worse because it implies that are more “hard words” in the text that are generally less understood by the average reader. 4. Fog index—the number of years of education a reader theoretically would require to understand the text. For example, the New York Times has a fog rating of 11 or 12, while some academic documents have a fog rating of 18. The fog index simply means that short sentences written in plain English receive a better score than sentences written in complicated language. It should be no surprise that Jobs did noticeably better than Gates when their language was put to the test. Table 10.1 compares the results for both 2007 and 2008. 4 In each case, Jobs performs significantly better than Gates when it comes to using terms and language people can easily understand. Jobs’s words are simpler, his phrases are less abstract, and he uses fewer words per sentence.
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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
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DRAW A ROAD MAP 51 It is well estab
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DRAW A ROAD MAP 53 bigger. And that
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DRAW A ROAD MAP 55 Baig, Kessler, a
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DRAW A ROAD MAP 57 » ”We’re on
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DRAW A ROAD MAP 59 I believe that w
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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 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 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
Page 170 and 171: N E 13 SCENE 13 SCE Reveal a “Hol
Page 172 and 173: REVEAL A “HOLY SHIT” MOMENT 153
Page 180 and 181: 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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