Presentation-Secrets-Of-Steve-Jobs
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154 DELIVER THE EXPERIENCE<br />
YouTube video clip from that portion of the announcement has<br />
been viewed half a million times. <strong>Jobs</strong> had created a memorable<br />
moment that people would talk about for decades. A genuine<br />
showstopper.<br />
One Theme<br />
The secret to creating a memorable moment is to identify the<br />
one thing—the one theme—that you want your audience to<br />
remember after leaving the room. Your listeners should not need<br />
to review notes, slides, or transcripts of the presentation to recall<br />
the one thing. They will forget many of the details, but they will<br />
remember 100 percent of what they feel. Think about the one<br />
thing Apple wanted you to know about MacBook Air: it’s the<br />
world’s thinnest notebook. That’s it. A customer could learn<br />
more by visiting the website or an Apple store; the presentation<br />
was meant to create an experience and to bring the headline to<br />
life. It struck an emotional connection with the listener.<br />
<strong>Jobs</strong> had one key message that he wanted to deliver about the<br />
first iPod: it fits one thousand songs in your pocket. The message<br />
The Mental Post-it Note<br />
”The brain doesn’t pay attention to boring things,” writes<br />
scientist John Medina. It does pay attention to an “emotionally<br />
charged event,” as Medina explains: “The amygdala is chockfull<br />
of the neurotransmitter dopamine . . . When the brain<br />
detects an emotionally charged event, the amygdala releases<br />
dopamine into the system. Because dopamine greatly aids<br />
memory and information processing, you could say the Post-it<br />
note reads ‘Remember this!’ ” 4<br />
According to Medina, if you can get the brain to put what<br />
amounts to a chemical Post-it note on an idea or a piece of<br />
information, the item will be more “robustly processed” and<br />
easily remembered. As you could imagine, this concept applies<br />
to business professionals as well as teachers and parents!