Presentation-Secrets-Of-Steve-Jobs
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STAGE YOUR PRESENTATION WITH PROPS 139<br />
» Short. A good demo does not suck the wind out of your audience.<br />
» Simple. A good demo is simple and easy to follow. “It should<br />
communicate no more than one or two key messages. The goal<br />
is to show the audience enough to get them tantalized but not<br />
so much that they get bewildered.” 3<br />
» Sweet. A good demo “shows the hottest features and differentiates<br />
your product from the competition’s.” There’s more: “You<br />
have to show real functionality, though. Imagine that every<br />
time you show a feature someone shouts, ‘So what?’ ” 4<br />
» Swift. A good demo is fast paced. “Never do anything in a<br />
demo that lasts more than fifteen seconds.” 5<br />
» Substantial. A good demo clearly demonstrates how your<br />
product offers a solution to a real-world problem your audience<br />
is experiencing. “Customers want to do things with your<br />
product, so they want to know how the product works.” 6<br />
As noted in Scene 9, <strong>Jobs</strong> nailed all of Kawasaki’s conditions<br />
for a good demo when he launched the iPhone 3G at the WWDC<br />
in October 2008. The phone ran on the faster, 3G cellular networks,<br />
an upgrade to the second-generation (2G) wireless data<br />
networks. <strong>Jobs</strong>’s words from the presentation are listed in the<br />
left column of Table 12.1, and the right column describes the<br />
corresponding slides. 7<br />
In a brief demo, <strong>Jobs</strong> had met Kawasaki’s criteria for a great<br />
demo.<br />
» It’s short. The EDGE-versus-3G demo lasted less than two<br />
minutes.<br />
» It’s simple. What could be more simple than showing two<br />
websites loading on a smartphone? That was as complicated as<br />
it got.<br />
» It’s sweet. <strong>Jobs</strong> placed the 3G network in a head-to-head faceoff<br />
with its primary competitor, the EDGE network.<br />
» It’s swift. <strong>Jobs</strong> keeps the demo moving but remains silent at<br />
critical points to build the drama.<br />
» It’s substantial. The demo resolves a real-world problem: waiting<br />
an excruciatingly long time for graphically rich sites to load.