Presentation-Secrets-Of-Steve-Jobs

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STAGE YOUR PRESENTATION WITH PROPS 145 demo. He told the audience that what he really wanted to show off was Safari’s speed compared with Internet Explorer (IE 7). The demo screen showed both browsers side by side. Jobs loaded a series of websites simultaneously on both. Safari accomplished the task in 6.64 seconds, while IE 7 took 13.56 seconds to accomplish the same task. “Safari is the fastest browser on Windows,” Jobs concluded. 11 The entire demo took less than three minutes. It could have lasted much longer, but Jobs chose to focus on one feature and one feature only. Jobs doesn’t overwhelm his audience. Just as he eliminates clutter on slides, his demos are likewise free of extraneous messages. In 2006, Apple added a podcast studio to GarageBand, a tool bundled into the iLife suite of applications intended to make it easy for users to create and distribute multimedia content. “We’ve added a lot of great stuff to GarageBand,” said Jobs, “but I’m going to focus on one thing to demo today, and that is we have added a podcast studio to GarageBand. We think GarageBand is now going to be the best tool in the world to create podcasts. It’s pretty great. Let me go ahead and give you a demo.” Jobs walked to stage right, sat down, and created a short podcast in four steps. First, Jobs recorded the audio track and had loads of fun with it. He even stopped the first recording and started over because the audience caused him to laugh so hard. Jobs recorded the following: “Hi, I’m Steve. Welcome to my weekly podcast, ‘Supersecret Apple Rumors,’ featuring the hottest rumors about our favorite company. I have some pretty good sources inside Apple, and this is what I’m hearing: the next iPod will be huge, an eight-pounder with a ten-inch screen! Well, that’s all for today. See you next week.” After making the playful recording, Jobs walked through the next three steps, showing the audience how to add artwork and background music. Once done, he played the podcast and said, “Pretty cool, huh? That is the podcast studio, which is now built into GarageBand.” 12 Although Jobs did a nice demonstration of the podcast studio, it could not compete with the first release of GarageBand in 2005: “Today we’re announcing something so cool: a fifth app that will be part of the iLife family. It’s name is GarageBand. What is
146 DELIVER THE EXPERIENCE GarageBand? GarageBand is a major new pro music tool. But it’s for everyone. I’m not a musician, so to help me demo GarageBand, we asked a friend, John Mayer, to help us.” 13 Jobs took a seat behind a computer, and Mayer sat down at a mini keyboard hooked to the Mac. As Mayer played, Jobs manipulated the sound to make the piano resemble a bass, a choir, a guitar, and other instruments. Jobs then laid down multiple tracks, creating a bandlike sound. He took care to explain what he was doing at every step, to show the audience just how easy it was to create a studio-like experience. Jobs must have rehearsed the demo for hours, because he looked like an expert musician. Nevertheless, Jobs knows what he doesn’t know, and sometimes, as in the case of GarageBand, it makes more sense to bring in an outsider who speaks directly to the intended audience. Element of Surprise Jobs stunned developers when he announced a transition that had been rumored but largely dismissed—the transition from IBM/Motorola PowerPC chips to Intel processors. During the 2005 WWDC, where he made the announcement, Jobs acknowledged that one of the major challenges would be to make sure The Next-Best Thing to John Mayer Of course, you’re not going to persuade John Mayer to perform at your next event, but do think about creative ways to reach your target audience. I watched an entrepreneur pitching his new Web service to venture capitalists in San Francisco. The service was geared to the teenage market, so it didn’t make sense for a forty-something entrepreneur to demonstrate it. Instead, the founder introduced the company and then passed the demo off to two teens (a boy and a girl), who talked about their experience with the site and what they especially loved about it. The demo was different, engaging, and ultimately successful.
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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
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INTRODUCE THE ANTAGONIST 71 the cat
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INTRODUCE THE ANTAGONIST 73 carries
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N E 7 SCENE 7 SCE Reveal the Conque
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REVEAL THE CONQUERING HERO 77 intro
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REVEAL THE CONQUERING HERO 79 In on
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REVEAL THE CONQUERING HERO 81 not b
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NTE R M ISSION 1 INTERMISSION 1 I O
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ACT 2 Deliver the Experience Steve
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N E 8 SCENE 8 SCE Channel Their Inn
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CHANNEL THEIR INNER ZEN 89 This sli
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CHANNEL THEIR INNER ZEN 91 contains
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CHANNEL THEIR INNER ZEN 93 TABLE 8.
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Page 116 and 117: CHANNEL THEIR INNER ZEN 97 STEVE’
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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
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
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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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