Presentation-Secrets-Of-Steve-Jobs

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