Presentation-Secrets-Of-Steve-Jobs

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N E 14 SCENE 14 SCE Master Stage Presence I was hooked by Steve’s energy and enthusiasm. —GIL AMELIO Steve Jobs has a commanding presence. His voice, gestures, and body language communicate authority, confidence, and energy. Jobs’s enthusiasm was on full display at Macworld 2003. Table 14.1 shows his actual words as well as the gestures he used to introduce the Titanium PowerBook. 1 The words he verbally emphasized in his presentation are in italics. The words Jobs uses to describe a product are obviously important, but so is the style in which he delivers the words. He punches key words in every paragraph, adding extra emphasis to the most important words in the sentence. He makes expansive gestures to complement his vocal delivery. We’ll examine his body language and vocal delivery more closely later in the chapter, but for now, the best way to appreciate his skill is to call on a guest speaker who pales in comparison. “Who’s Mr. Note Card?” During the iPhone introduction at Macworld 2007, Jobs invited Cingular/AT&T CEO Stan Sigman to join him onstage and to share a few words about the partnership. Sigman took the floor and sucked the energy right out of the room. He immediately 167
168 REFINE AND REHEARSE TABLE 14.1 JOBS’S MACWORLD 2003 PRESENTATION STEVE’S WORDS “Two years ago, we introduced a landmark product for Apple. The Titanium PowerBook instantly became the best notebook in the industry. The number one lust object.” “Every review said so.” “And you know what? Nobody has caught up with it in two years.” “Almost every reviewer today still says it is the number one notebook in the industry. No one is even close.” “This is important for Apple because we believe that someday notebooks are even going to outsell desktops . . . We want to replace even more desktops with notebooks.” “So, how do we do this? What’s next? Well, the Titanium PowerBook is a milestone product, and it’s not going away. But we’re going to step it up a notch to attract even more people from a desktop to a notebook.” “And how do we do that? We do that with this.” “The new seventeen-inch PowerBook. A seventeen-inch landscape screen.” “It’s stunning.” “And when you close it, it is only one inch thick.” “The thinnest PowerBook ever. Let me go ahead and show you one. I happen to have one right here.” STEVE’S GESTURES Raises index finger Pulls hands apart, palms up Holds up two fingers on right hand Chops air with left hand Makes an expansive gesture with both hands Gestures, moving hand in a broad stroke from right to left Pauses Another expansive gesture, hands pulled apart, palms up Pauses Makes thin gesture with left hand Walks to stage right while maintaining eye contact with audience
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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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CHANNEL THEIR INNER ZEN 95 with cog
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CHANNEL THEIR INNER ZEN 97 STEVE’
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CHANNEL THEIR INNER ZEN 99 TABLE 8.
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CHANNEL THEIR INNER ZEN 101 MACBOOK
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CHANNEL THEIR INNER ZEN 103 TABLE 8
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N E 9 SCENE 9 SCE Dress Up Your Num
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DRESS UP YOUR NUMBERS 107 of potent
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DRESS UP YOUR NUMBERS 109 transisto
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DRESS UP YOUR NUMBERS 111 dots. For
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N E 10 SCENE 10 SCE Use “Amazingl
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USE “AMAZINGLY ZIPPY” WORDS 115
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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 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
Page 214 and 215: N E 16 SCENE 16 SCE Wear the Approp
Page 216 and 217: WEAR THE APPROPRIATE COSTUME 197 Ap
Page 218 and 219: N E 17 SCENE 17 SCE Toss the Script
Page 220 and 221: TOSS THE SCRIPT 201 STEVE’S WORDS
Page 222 and 223: TOSS THE SCRIPT 203 Now let’s put
Page 224 and 225: TOSS THE SCRIPT 205 notes at Macwor
Page 226 and 227: N E 18 SCENE 18 SCE Have Fun Everyo
Page 228 and 229: HAVE FUN 209 A YouTube user posted
Page 230 and 231: HAVE FUN 211 technical for me. It
Page 232 and 233: HAVE FUN 213 One analyst, Shaw Wu,
Page 234 and 235: 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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