Presentation-Secrets-Of-Steve-Jobs
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148 DELIVER THE EXPERIENCE<br />
in that the system is running on new Intel processors. “Let’s<br />
have a look,” <strong>Jobs</strong> says as he walks to the side of the stage. He sits<br />
down and begins exploring many of the conventional computer<br />
tasks, such as calendar functions, e-mail, photographs, browsing,<br />
and movies, loading and working quickly and effortlessly.<br />
He concluded the two-minute demo by saying, “This is Mac<br />
OS X running on Intel.” 14<br />
The CEO Sidekick<br />
Cisco’s Jim Grubb plays the sidekick to CEO John Chambers.<br />
Grubb’s title is, literally, Chief Demonstration <strong>Of</strong>ficer. Nearly<br />
every Chambers presentation involves a demonstration,<br />
and Grubb is Chambers’s go-to guy for some sixty events a<br />
year. The demonstrations are unique and truly remarkable.<br />
Cisco replicates a scenario onstage complete with furniture<br />
and props: it could be an office, a retail store, or rooms of a<br />
house. In a demonstration at the 2009 Consumer Electronics<br />
Show in Las Vegas, Chambers and Grubb called a doctor in a<br />
remote location thousands of miles away and, using Cisco’s<br />
TelePresence technology, which lets you see a person as<br />
though he or she is right in front of you, held a medical evaluation<br />
over the network.<br />
Chambers enjoys needling Grubb with lines such as “Are<br />
you nervous, Jim? You seem a little tense,” or “It’s OK if you<br />
mess up. I’ll just fire you.” Most of the jokes between the<br />
two men are scripted but are still funny as Grubb just smiles,<br />
laughs it off, and continues with the demonstration—the<br />
perfect straight man. Grubb studied music and theater in college.<br />
His polished performance reflects his training. Although<br />
it appears effortless, he and his staff spend countless hours in<br />
the lab testing and practicing, not only to simplify complicated<br />
networking technology so it’s easy to understand in a fifteenminute<br />
demonstration but also to make sure it works, so his<br />
boss doesn’t get mad!