Presentation-Secrets-Of-Steve-Jobs
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146 DELIVER THE EXPERIENCE<br />
GarageBand? GarageBand is a major new pro music tool. But it’s for<br />
everyone. I’m not a musician, so to help me demo GarageBand, we<br />
asked a friend, John Mayer, to help us.” 13 <strong>Jobs</strong> took a seat behind a<br />
computer, and Mayer sat down at a mini keyboard hooked to the<br />
Mac. As Mayer played, <strong>Jobs</strong> manipulated the sound to make the<br />
piano resemble a bass, a choir, a guitar, and other instruments.<br />
<strong>Jobs</strong> then laid down multiple tracks, creating a bandlike sound. He<br />
took care to explain what he was doing at every step, to show the<br />
audience just how easy it was to create a studio-like experience.<br />
<strong>Jobs</strong> must have rehearsed the demo for hours, because he<br />
looked like an expert musician. Nevertheless, <strong>Jobs</strong> knows what<br />
he doesn’t know, and sometimes, as in the case of GarageBand,<br />
it makes more sense to bring in an outsider who speaks directly<br />
to the intended audience.<br />
Element of Surprise<br />
<strong>Jobs</strong> stunned developers when he announced a transition that<br />
had been rumored but largely dismissed—the transition from<br />
IBM/Motorola PowerPC chips to Intel processors. During the<br />
2005 WWDC, where he made the announcement, <strong>Jobs</strong> acknowledged<br />
that one of the major challenges would be to make sure<br />
The Next-Best Thing to John Mayer<br />
<strong>Of</strong> course, you’re not going to persuade John Mayer to<br />
perform at your next event, but do think about creative ways<br />
to reach your target audience. I watched an entrepreneur<br />
pitching his new Web service to venture capitalists in San<br />
Francisco. The service was geared to the teenage market, so<br />
it didn’t make sense for a forty-something entrepreneur to<br />
demonstrate it. Instead, the founder introduced the company<br />
and then passed the demo off to two teens (a boy and a girl),<br />
who talked about their experience with the site and what they<br />
especially loved about it. The demo was different, engaging,<br />
and ultimately successful.