Presentation-Secrets-Of-Steve-Jobs
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SHARE THE STAGE 133<br />
with their quotes. Here are the endorsements, along with their<br />
sources:<br />
» “In my view, Leopard is better and faster than Vista.”—Walt<br />
Mossberg, Wall Street Journal<br />
» “Leopard is powerful, polished, and carefully conceived.“<br />
—David Pogue, New York Times<br />
» “With Leopard, Apple’s operating system widens its lead<br />
esthetically and technologically.”—Ed Baig, USA Today<br />
» “It’s by far the best operating system ever written for the vast<br />
majority of consumers.”—Ed Mendelson, PC magazine<br />
The last quote drew laughs. The irony of PC magazine’s favorably<br />
reviewing a Mac gave the audience a chuckle. Reading favorable<br />
reviews is a common technique in a <strong>Steve</strong> <strong>Jobs</strong> presentation.<br />
Although Americans rate journalists among the least trustworthy<br />
professionals (only one step above politicians), a favorable<br />
endorsement from a top-tier media outlet or blogger still carries<br />
weight, giving buyers confidence that they are making a wise<br />
choice.<br />
Successful companies that launch a splashy new product usually<br />
have tested it with a group of partners who have agreed to<br />
endorse it publicly or distribute review copies to the media and<br />
influencers. This arrangement gives those companies instant<br />
references, endorsements, and testimonials. Your customers<br />
need a reason to believe in you, and they want to minimize the<br />
risk associated with a new product or service. Having experts,<br />
customers, or partners testify to the effectiveness of your<br />
product will help you overcome the psychological barrier to<br />
participation.<br />
Give Credit Where Credit’s Due<br />
Employees also get top billing in a <strong>Steve</strong> <strong>Jobs</strong> presentation. At<br />
the conclusion of Macworld 2007, <strong>Jobs</strong> said, “I want to highlight<br />
the folks who worked on these products. Would all of the<br />
folks who worked on today’s products please stand up? Let’s give<br />
them a round of applause. Thank you so much. I also can’t leave