Presentation-Secrets-Of-Steve-Jobs

More documents

Recommendations

Info

$math_puzzles_book_$

PROLOGUE xv Figure 1 Apple’s master showman turns presentations into theatrical experiences. Photo by Justin Sullivan/Getty Images iTunes 6, with the news that ABC would make television shows available for iTunes and the new video iPod. Jobs even introduced jazz legend Wynton Marsalis as an encore. In keeping with Jobs’s metaphor of a presentation as a classic story, The Presentation Secrets of Steve Jobs is divided into three acts: » Act 1: Create the Story. The seven chapters—or scenes—in this section will give you practical tools to craft an exciting story behind your brand. A strong story will give you the confidence and ability to win over your audience. » Act 2: Deliver the Experience. In these six scenes, you will learn practical tips to turn your presentations into visually appealing and “must-have” experiences. » Act 3: Refine and Rehearse. The remaining five scenes will tackle topics such as body language, verbal delivery, and making “scripted” presentations sound natural and conversational. Even your choice of wardrobe will be addressed. You will learn why mock turtlenecks, jeans, and running shoes are suitable for Jobs but could mean the end of your career.
xvi PROLOGUE Short intermissions divide the acts. These intermissions contain nuggets of great information culled from the latest findings in cognitive research and presentation design. These findings will help you take your presentations to an entirely new level. What Are You Really Selling? Jobs is “the master at taking something that might be considered boring—a hunk of electronic hardware—and enveloping it in a story that made it compellingly dramatic,” writes Alan Deutschman in The Second Coming of Steve Jobs. 8 Only a handful of leaders whom I have had the pleasure of meeting have this skill, the ability to turn seemingly boring items into exciting brand stories. Cisco CEO John Chambers is one of them. Chambers does not sell routers and switches that make up the backbone of the Internet. What Chambers does sell is human connections that change the way we live, work, play, and learn. The most inspiring communicators share this quality—the ability to create something meaningful out of esoteric or everyday products. Starbucks CEO Howard Schultz does not sell coffee. He sells a “third place” between work and home. Financial guru Suze Orman does not sell trusts and mutual funds. She sells the dream of financial freedom. In the same way, Jobs does not sell computers. He sells tools to unleash human potential. Throughout this book, ask yourself, “What am I really selling?” Remember, your widget doesn’t inspire. Show me how your widget improves my life, and you’ve won me over. Do it in a way that entertains me, and you’ll have created a true evangelist. Along the way, you’ll also discover that Steve Jobs is motivated by a messianic zeal to change the world, to put a “dent in the universe.” In order for these techniques to work, you must cultivate a profound sense of mission. If you are passionate about your topic, you’re 80 percent closer to developing the magnetism that Jobs has. From the age of twenty-one when Jobs cofounded Apple with his friend Steve Wozniak, Jobs fell in love with the vision of how personal computing would change society, education, and enter-
Page 2 and 3: The Presentation Secrets of Steve J
Page 4 and 5: To my father, Franco, an insanely g
Page 6 and 7: CONTENTS CO NTE NTS Acknowledgments
Page 8 and 9: DGMENTS ACKNOWLEDGMENTS ACKNOWLE Th
Page 10 and 11: PROLOGUE PRO LOGUE How to Be Insane
Page 12 and 13: PROLOGUE xi (940), and the former h
Page 14 and 15: PROLOGUE xiii Moving On Up As soon
Page 18 and 19: PROLOGUE xvii tainment. His passion
Page 20 and 21: ACT I Create the Story Creating the
Page 22 and 23: N E 1 SCENE 1 SCE Plan in Analog Ma
Page 24 and 25: PLAN IN ANALOG 5 designing the slid
Page 26 and 27: PLAN IN ANALOG 7 phone!” 5 That
Page 28 and 29: PLAN IN ANALOG 9 Jobs pointed out t
Page 30 and 31: PLAN IN ANALOG 11 on a product. Job
Page 32 and 33: PLAN IN ANALOG 13 Aristotle’s Out
Page 34 and 35: N E 2 SCENE 2 SCE Answer the One Qu
Page 36 and 37: ANSWER THE ONE QUESTION THAT MATTER
Page 46 and 47: N E 3 SCENE 3 SCE Develop a Messian
Page 48 and 49: DEVELOP A MESSIANIC SENSE OF PURPOS
Page 58 and 59: N E 4 SCENE 4 SCE Create Twitter-Li
Page 60 and 61: CREATE TWITTER-LIKE HEADLINES 41 TA
Page 62 and 63: CREATE TWITTER-LIKE HEADLINES 43 ca
Page 64 and 65: CREATE TWITTER-LIKE HEADLINES 45 He
Page 66 and 67:
CREATE TWITTER-LIKE HEADLINES 47 pr
Page 68 and 69:
N E 5 SCENE 5 SCE Draw a Road Map T
Page 70 and 71:
DRAW A ROAD MAP 51 It is well estab
Page 72 and 73:
DRAW A ROAD MAP 53 bigger. And that
Page 74 and 75:
DRAW A ROAD MAP 55 Baig, Kessler, a
Page 76 and 77:
DRAW A ROAD MAP 57 » ”We’re on
Page 78 and 79:
DRAW A ROAD MAP 59 I believe that w
Page 80 and 81:
DRAW A ROAD MAP 61 REPORTER: Carmin
Page 82 and 83:
N E 6 SCENE 6 SCE Introduce the Ant
Page 84 and 85:
INTRODUCE THE ANTAGONIST 65 smartph
Page 86 and 87:
INTRODUCE THE ANTAGONIST 67 Make no
Page 88 and 89:
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 136 and 137:
Page 138 and 139:
Page 140 and 141:
Page 142 and 143:
Page 144 and 145:
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 160 and 161:
Page 162 and 163:
Page 164 and 165:
Page 166 and 167:
Page 168 and 169:
Page 170 and 171:
N E 13 SCENE 13 SCE Reveal a “Hol
Page 172 and 173:
REVEAL A “HOLY SHIT” MOMENT 153
Page 174 and 175:
Page 176 and 177:
Page 178 and 179:
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
Page 190 and 191:
MASTER STAGE PRESENCE 171 tell. He
Page 192 and 193:
MASTER STAGE PRESENCE 173 use gestu
Page 194 and 195:
MASTER STAGE PRESENCE 175 TABLE 14.
Page 196 and 197:
MASTER STAGE PRESENCE 177 TABLE 14.
Page 198 and 199:
N E 15 SCENE 15 SCE Make It Look Ef
Page 200 and 201:
MAKE IT LOOK EFFORTLESS 181 is one
Page 202 and 203:
MAKE IT LOOK EFFORTLESS 183 That’
Page 204 and 205:
MAKE IT LOOK EFFORTLESS 185 Flushin
Page 206 and 207:
MAKE IT LOOK EFFORTLESS 187 a notes
Page 208 and 209:
MAKE IT LOOK EFFORTLESS 189 Carolin
Page 210 and 211:
MAKE IT LOOK EFFORTLESS 191 who see
Page 212 and 213:
MAKE IT LOOK EFFORTLESS 193 part of
Page 214 and 215:
N E 16 SCENE 16 SCE Wear the Approp
Page 216 and 217:
WEAR THE APPROPRIATE COSTUME 197 Ap
Page 218 and 219:
N E 17 SCENE 17 SCE Toss the Script
Page 220 and 221:
TOSS THE SCRIPT 201 STEVE’S WORDS
Page 222 and 223:
TOSS THE SCRIPT 203 Now let’s put
Page 224 and 225:
TOSS THE SCRIPT 205 notes at Macwor
Page 226 and 227:
N E 18 SCENE 18 SCE Have Fun Everyo
Page 228 and 229:
HAVE FUN 209 A YouTube user posted
Page 230 and 231:
HAVE FUN 211 technical for me. It
Page 232 and 233:
HAVE FUN 213 One analyst, Shaw Wu,
Page 234 and 235:
NCO R E ENCORE E One More Thing Sta
Page 236 and 237:
ENCORE 217 Again, passion is a cent
Page 238 and 239:
S NOTES NOTE Prologue 1. Jon Fortt,
Page 240 and 241:
NOTES 221 4. YouTube, “Macworld B
Page 242 and 243:
NOTES 223 Scene 5: Draw a Road Map
Page 244 and 245:
NOTES 225 7. YouTube, “Macworld S
Page 246 and 247:
NOTES 227 5. John Markoff, “Burne
Page 248 and 249:
NOTES 229 Scene 12: Stage Your Pres
Page 250 and 251:
NOTES 231 5. Michael Krantz, “Ste
Page 252 and 253:
INDEX I N D E X Advertising, 36-37,
Page 254 and 255:
INDEX 235 iPod, 43-44 MacBook Air,
Page 256 and 257:
INDEX 237 Press releases, 22-24 Pro
show all

Presentation-Secrets-Of-Steve-Jobs

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?