Presentation-Secrets-Of-Steve-Jobs

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ACT I Create the Story Creating the story, the plot, is the first step to selling your ideas with power, persuasion, and charisma. Succeeding at this step separates mediocre communicators from extraordinary ones. Most people fail to think through their story. Effective communicators plan effectively, develop compelling messages and headlines, make it easy for their listeners to follow the narrative, and introduce a common enemy to build the drama. The seven chapters—or scenes—in Act 1 will help set the foundation for presentation success. Each scene will be followed by a short summary of specific and tangible lessons you can easily apply today. Let’s review the scenes here: » SCENE 1: “Plan in Analog.” In this chapter, you will learn how truly great presenters such as Steve Jobs visualize, plan, and create ideas well before they open the presentation software. » SCENE 2: “Answer the One Question That Matters Most.” Your listeners are asking themselves one question and one question only: “Why should I care?” Disregard this question, and your audience will dismiss you. » SCENE 3: “Develop a Messianic Sense of Purpose.” Steve Jobs was worth more than $100 million by the time he was 1
2 CREATE THE STORY twenty-five, and it didn’t matter to him. Understanding this one fact will help you unlock the secret behind Jobs’s extraordinary charisma. » SCENE 4: “Create Twitter-Like Headlines.” The social networking site has changed the way we communicate. Developing headlines that fit into 140-character sentences will help you sell your ideas more persuasively. » SCENE 5: “Draw a Road Map.” Steve Jobs makes his argument easy to follow by adopting one of the most powerful principles of persuasion: the rule of three. » SCENE 6: “Introduce the Antagonist.” Every great Steve Jobs presentation introduces a common villain that the audience can turn against. Once he introduces an enemy, the stage is set for the next scene. » SCENE 7: “Reveal the Conquering Hero.” Every great Steve Jobs presentation introduces a hero the audience can rally around. The hero offers a better way of doing something, breaks from the status quo, and inspires people to embrace innovation.
Page 2 and 3: The Presentation Secrets of Steve J
Page 4 and 5: To my father, Franco, an insanely g
Page 6 and 7: CONTENTS CO NTE NTS Acknowledgments
Page 8 and 9: DGMENTS ACKNOWLEDGMENTS ACKNOWLE Th
Page 10 and 11: PROLOGUE PRO LOGUE How to Be Insane
Page 12 and 13: PROLOGUE xi (940), and the former h
Page 14 and 15: PROLOGUE xiii Moving On Up As soon
Page 16 and 17: PROLOGUE xv Figure 1 Apple’s mast
Page 18 and 19: PROLOGUE xvii tainment. His passion
Page 22 and 23: N E 1 SCENE 1 SCE Plan in Analog Ma
Page 24 and 25: PLAN IN ANALOG 5 designing the slid
Page 26 and 27: PLAN IN ANALOG 7 phone!” 5 That
Page 28 and 29: PLAN IN ANALOG 9 Jobs pointed out t
Page 30 and 31: PLAN IN ANALOG 11 on a product. Job
Page 32 and 33: PLAN IN ANALOG 13 Aristotle’s Out
Page 34 and 35: N E 2 SCENE 2 SCE Answer the One Qu
Page 36 and 37: ANSWER THE ONE QUESTION THAT MATTER
Page 46 and 47: N E 3 SCENE 3 SCE Develop a Messian
Page 48 and 49: DEVELOP A MESSIANIC SENSE OF PURPOS
Page 58 and 59: N E 4 SCENE 4 SCE Create Twitter-Li
Page 60 and 61: CREATE TWITTER-LIKE HEADLINES 41 TA
Page 62 and 63: CREATE TWITTER-LIKE HEADLINES 43 ca
Page 64 and 65: CREATE TWITTER-LIKE HEADLINES 45 He
Page 66 and 67: CREATE TWITTER-LIKE HEADLINES 47 pr
Page 68 and 69: 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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N E 11 SCENE 11 SCE Share the Stage
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SHARE THE STAGE 129 Jobs returned t
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SHARE THE STAGE 131 and then iPod.
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SHARE THE STAGE 133 with their quot
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SHARE THE STAGE 135 Jobs had a ton
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N E 12 SCENE 12 SCE Stage Your Pres
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STAGE YOUR PRESENTATION WITH PROPS
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N E 13 SCENE 13 SCE Reveal a “Hol
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REVEAL A “HOLY SHIT” MOMENT 153
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NTE R M ISSION 2 INTERMISSION 2 I S
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SCHILLER LEARNS FROM THE BEST 163 s
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ACT 3 Refine and Rehearse So far, w
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N E 14 SCENE 14 SCE Master Stage Pr
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MASTER STAGE PRESENCE 169 STEVE’S
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MASTER STAGE PRESENCE 171 tell. He
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MASTER STAGE PRESENCE 173 use gestu
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MASTER STAGE PRESENCE 175 TABLE 14.
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MASTER STAGE PRESENCE 177 TABLE 14.
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N E 15 SCENE 15 SCE Make It Look Ef
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MAKE IT LOOK EFFORTLESS 181 is one
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MAKE IT LOOK EFFORTLESS 183 That’
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MAKE IT LOOK EFFORTLESS 185 Flushin
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MAKE IT LOOK EFFORTLESS 187 a notes
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MAKE IT LOOK EFFORTLESS 189 Carolin
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MAKE IT LOOK EFFORTLESS 191 who see
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MAKE IT LOOK EFFORTLESS 193 part of
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N E 16 SCENE 16 SCE Wear the Approp
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WEAR THE APPROPRIATE COSTUME 197 Ap
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N E 17 SCENE 17 SCE Toss the Script
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TOSS THE SCRIPT 201 STEVE’S WORDS
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TOSS THE SCRIPT 203 Now let’s put
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TOSS THE SCRIPT 205 notes at Macwor
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N E 18 SCENE 18 SCE Have Fun Everyo
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HAVE FUN 209 A YouTube user posted
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HAVE FUN 211 technical for me. It
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HAVE FUN 213 One analyst, Shaw Wu,
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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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