Presentation-Secrets-Of-Steve-Jobs
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134 DELIVER THE EXPERIENCE<br />
without thanking the families. They haven’t seen a lot of us in<br />
the last six months. Without the support of our families, we<br />
couldn’t do what we do. We get to do this amazing work. They<br />
understand when we’re not home for dinner on time because<br />
we’ve got to be in the lab, working on something because the<br />
intro is coming up. You don’t know how much we need you and<br />
appreciate you. So, thank you.” 6<br />
It’s very easy to make the presentation all about you and your<br />
product. Don’t forget to credit the people who make it possible.<br />
It shows your customers that you are a person of integrity, and,<br />
by praising your employees or colleagues publicly, you inspire<br />
them to work harder for you.<br />
Finally, <strong>Jobs</strong> shares the stage with his audience, his customers,<br />
often thanking them profusely. He kicked off Macworld 2008<br />
by recapping the previous year. “I just want to take a moment<br />
to say thank you. We have had tremendous support from all of<br />
our customers, and we really, really appreciate it. So, thank you<br />
for an extraordinary 2007.” 7 <strong>Jobs</strong> built a rapport with his audience<br />
by acknowledging the people who matter—the people who<br />
build the products and the people who buy them.<br />
<strong>Jobs</strong> Even Shares the Stage<br />
. . . with Himself!<br />
<strong>Steve</strong> <strong>Jobs</strong> is the only person who can invite another <strong>Steve</strong> <strong>Jobs</strong><br />
onstage. In 1999, “ER” star Noah Wyle traded in his scrubs for<br />
blue jeans, playing <strong>Jobs</strong> in the TV movie Pirates of Silicon Valley.<br />
In a practical joke at the 1999 Macworld Expo in New York, Wyle<br />
appeared onstage to kick off the keynote. At first glance (and to<br />
people seated far away), he looked like <strong>Jobs</strong>—blue jeans, black<br />
mock, and running shoes. Wyle had the same mannerisms and<br />
even used some of <strong>Jobs</strong>’s famous phrases. “This is going to be a<br />
great Macworld,” he said. “There’s something happening here.<br />
The resurgence of Apple. You’re going to see great new products<br />
today. Some insanely great new products. Some really, totally,<br />
wildly, insanely great new products!” The audience went crazy<br />
when the real <strong>Jobs</strong> showed up.