Presentation-Secrets-Of-Steve-Jobs

USE “AMAZINGLY ZIPPY” WORDS 115
TABLE 10.1 LANGUAGE COMPLEXITY: STEVE JOBS VERSUS
BILL GATES
PRESENTER/EVENT
STEVE JOBS,
MACWORLD
Jobs’s 2007 Macworld Keynote and Gates’s 2007 CES Keynote
BILL GATES,
INTERNATIONAL
CONSUMER
ELECTRONICS SHOW
Average words/
sentence
10.5 21.6
Lexical density 16.5% 21.0%
Hard words 2.9% 5.11%
Fog index 5.5 10.7
Jobs’s 2008 Macworld Keynote and Gates’s 2008 CES Keynote
Average words/
sentence
13.79 18.23
Lexical density 15.76% 24.52%
Hard words 3.18% 5.2%
Fog index 6.79 9.37
Table 10.2 compares some exact phrases from the 2007
presentations. Excerpts from Bill Gates’s remarks are in the
right column. 5 The left column contains excerpts from Steve
Jobs. 6
Where Gates is obtuse, Jobs is clear. Where Gates is abstract,
Jobs is tangible. Where Gates is complex, Jobs is simple.
Now, I can hear you saying, “Bill Gates might not speak
as simply as Jobs, but he’s the richest guy in the world, so he
must have done something right.” You’re correct. He did. Gates
invented Windows, the operating system installed in 90 percent
of the world’s computers. You, however, did not. Your
audience will not let you get away with language they’ll accept