Presentation-Secrets-Of-Steve-Jobs

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USE “AMAZINGLY ZIPPY” WORDS 121 TABLE 10.3 SPECIFIC, CONCRETE, AND EMOTIONAL PHRASES IN JOBS’S PRESENTATIONS EVENT Apple Music Event, 2001 Introduction of the world’s first seventeen-inch widescreen notebook, Macworld 2003 Referencing the current Titanium PowerBook, Macworld 2003 Describing the new seventeen-inch PowerBook, Macworld 2003 Jobs’s description of the original Macintosh Persuading PepsiCo president John Sculley to become Apple’s CEO PHRASE “The coolest thing about iPod is your entire music library fits in your pocket.” 12 “I asked you to buckle up. Now I want you to put on your shoulder harness.” 13 “The number one lust object.” 14 “It’s stunning. It is the most incredible product we have ever made. Look at that screen. It’s amazing. Look at how thin it is. Isn’t that incredible? When it’s closed, it’s only one inch think. It’s beautiful, too. This is clearly the most advanced notebook computer ever made on the planet. Our competitors haven’t even caught up with what we introduced two years ago; I don’t know what they’re going to do about this.” 15 “Insanely great.” “Do you want to spend the rest of your life selling sugared water or do you want a chance to change the world?” Quote in Triumph of the Nerds “We’re here to put a dent in the universe.” 16 Discussing CEO Gil Amelio’s reign at Apple Jobs creating a new word for the launch of a new iPod, September 2008 Unveiling the first seventeeninch notebook computer, January 7, 2003 “The products suck! There’s no sex in them anymore!” 17 “iPod Touch is the funnest iPod we’ve ever created.” 18 “A giant leap beyond PC notebooks. Miraculously engineered.” 19
122 DELIVER THE EXPERIENCE Some people will look at the language in this table and say Jobs is a master of hype. Well, hype is hype only if there’s no “there” there. It would be hard to argue with Jobs that the Macintosh (the first easy-to-use computer with a graphical interface and mouse) wasn’t “insanely great” or that products like the MacBook Air aren’t “stunningly” thin. Jobs isn’t a hype-master as much as he’s the master of the catchphrase. The folks at Apple think long and hard about the words used to describe a product. Language is intended to stir up excitement and create a “must-have” experience for Apple’s customers. There’s nothing wrong with that. Keep in mind that the majority of business language is gobbledygook—dull, abstract, and meaningless. Steve Jobs is anything but dull. Inject some zip into your words. It’s Like This . . . Another way to add zip to your language is to create analogies, comparing an idea or a product to a concept or product familiar to your audience. When Steve Jobs shakes up a market category with the introduction of an entirely new product, he goes out of his way to compare the product to something that is widely understood, commonly used, and well known. Here are some examples: » ”Apple TV is like a DVD player for the twenty-first century” (Introduction of Apple TV, January 9, 2007) » ”iPod Shuffle is smaller and lighter than a pack of gum” (Introduction of iPod Shuffle, January 2005) » ”iPod is the size of a deck of cards” (Introduction of iPod, October 2001) When you find an analogy that works, stick with it. The more you repeat it, the more likely your customers are to remember it. If you do a Google search for articles about the products just mentioned, you will find thousands of links with the exact comparisons that Jobs himself used. Following are the three
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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
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N E 6 SCENE 6 SCE Introduce the Ant
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INTRODUCE THE ANTAGONIST 65 smartph
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INTRODUCE THE ANTAGONIST 67 Make no
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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 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
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
Page 182 and 183: SCHILLER LEARNS FROM THE BEST 163 s
Page 184 and 185: ACT 3 Refine and Rehearse So far, w
Page 186 and 187: N E 14 SCENE 14 SCE Master Stage Pr
Page 188 and 189: 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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