Presentation-Secrets-Of-Steve-Jobs

NTE R M ISSION 2
INTERMISSION 2
I
Schiller Learns
from the Best
Phil Schiller had some mighty big shoes to fill on January
6, 2009. Schiller, Apple’s vice president of worldwide
product marketing, replaced Steve Jobs as the keynote
presenter at Macworld. (Apple had earlier announced
that this would be the company’s last year of participation in
the event.) Schiller had the unfortunate role of being compared
with his boss, who had more than thirty years of experience
on the big stage. Schiller was smart, however, and delivered a
product launch that contained the best elements of a typical
Steve Jobs presentation. Following are seven of Schiller’s techniques
that Jobs himself would surely have used had he given
the keynote: 1
» Create Twitter-like headlines. Schiller set the theme of the
day right up front. “Today is all about the Mac,” he told the
audience. This opening is reminiscent of how Jobs opened the
two preceding Macworld shows. Jobs told the 2008 audience
that something was in the air, foreshadowing the MacBook Air
announcement, and in 2007, Jobs said that Apple was going to
make history that day. It sure did when Jobs later introduced
the iPhone.
» Draw a road map. Schiller verbally outlined a simple agenda
at the beginning of his presentation and provided verbal
reminders along the way. Just as Jobs uses the rule of three
to describe products, Schiller also introduced the presentation
as three separate categories. “I have three new things to
tell you about today,” he said (accompanying slide read: “3
New Things”). The first was a new version of iLife. The second
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