Presentation-Secrets-Of-Steve-Jobs

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MAKE IT LOOK EFFORTLESS 193 part of the process of being a leader.” With this one response, the CEO deflected his competitor’s comments and reframed the issue to focus on his company’s leadership. When former secretary of state Henry Kissinger was asked how he handled media questions, he said, “What questions do you have for my answers?” He had his answers already prepared. The media is a tough audience, and these days so are your customers. Don’t let uncomfortable questions throw you off your game. Best Antidote to Nerves Relentless preparation is the single best way to overcome stage fright: know what you’re going to say, when you’re going to say it, and how you’re going to say it. Too many people focus inward during their presentations, creating even more anxiety for themselves. They’ll ask themselves, “Is my shirt wrinkled? What is that person in the third row thinking?” In other words, it’s all about you. Instead, go from “me” to “we.” Shift the focus to what your product or service means to the lives of your listeners, and be confident in your preparation. I have worked with several executives who are worth millions (in some cases, billions) of dollars. Guess what? They get nervous speaking in front of groups. Funny thing about nerves, though—the more you practice, the less nervous you will be. I know a world-famous business leader who gets very nervous before major presentations. He gets over it by preparing to the extreme. He knows the content on every slide and exactly what he is going to say. He arrives early to the venue so that he can test the audio and projector and advance through his slides. This particular executive even knows where the lights are in the room, so he is never in shadow. That’s preparation! He might get nervous, but his routine makes him feel much more confident, and he is considered one of the best speakers in corporate America. Golfer Vijay Singh hits thousands of balls a day to prepare for a tournament. Olympic gold-medal winner Michael Phelps
194 REFINE AND REHEARSE swims fifty miles a week to prepare for a competition, and Steve Jobs spends hours of grueling practice before a keynote presentation. Superstar performers in all fields leave nothing to chance. If you want to thrill any audience, steal a page from the Jobs playbook and start practicing! DIRECTOR’S NOTES » Practice, practice, and practice some more. Don’t take anything for granted. Review every slide, every demo, and every key message. You should know exactly what you’re going to say, when you’re going to say it, and how you’re going to say it. » Record your presentation. Spend a couple of hundred bucks on a camcorder and record yourself. You don’t need to record the entire presentation. The first five minutes should give you plenty of information. Look for distracting body language and verbal tics, or fillers. When possible, review the video with someone else. » Use the bucket method to prepare for tough questions. You will find that most lines of questions will fall into one of seven categories.
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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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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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STAGE YOUR PRESENTATION WITH PROPS
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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 186 and 187: N E 14 SCENE 14 SCE Master Stage Pr
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 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
Page 236 and 237: ENCORE 217 Again, passion is a cent
Page 238 and 239: S NOTES NOTE Prologue 1. Jon Fortt,
Page 240 and 241: NOTES 221 4. YouTube, “Macworld B
Page 242 and 243: NOTES 223 Scene 5: Draw a Road Map
Page 244 and 245: NOTES 225 7. YouTube, “Macworld S
Page 246 and 247: NOTES 227 5. John Markoff, “Burne
Page 248 and 249: NOTES 229 Scene 12: Stage Your Pres
Page 250 and 251: NOTES 231 5. Michael Krantz, “Ste
Page 252 and 253: INDEX I N D E X Advertising, 36-37,
Page 254 and 255: INDEX 235 iPod, 43-44 MacBook Air,
Page 256 and 257: INDEX 237 Press releases, 22-24 Pro
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