Presentation-Secrets-Of-Steve-Jobs

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S NOTES NOTE Prologue 1. Jon Fortt, “Steve Jobs, Tech’s Last Celebrity CEO,” Fortune, December 19, 2008, http://money.cnn.com/2008/12/19/technology/fortt_tech_ceos .fortune/?postversion=2008121915 (accessed January 30, 2009). 2. Wikipedia, “Charisma,” includes Max Weber quote, http://en.wikipedia .org/wiki/charisma (accessed January 30, 2009). 3. Nancy Duarte, Slide:ology (Sebastopol, CA: O’Reilly Media, 2008), xviii. 4. Michael Hiltzik, “Apple’s Condition Linked to Steve Jobs’s Health,” Los Angeles Times, January 5, 2009, latimes.com/business/la-fi-hiltzik5 -2009jan05,0,7305482.story (accessed January 30, 2009). 5. Stephen Wilbers, “Good Writing for Good Results: A Brief Guide for Busy Administrators,” The College Board Review, no. 154 (1989–90), via Wilbers, wilbers.com/cbr%20article.htm. 6. “The Big Idea with Donny Deutsch,” first aired on July 28, 2008, property of CNBC. 7. Wikipedia, “Steve Jobs,” includes Jobs’s quote, http://en.wikiquote.org/ wiki/steve_jobs (accessed January 30, 2009). 8. Alan Deutschman, The Second Coming of Steve Jobs (New York: Broadway Books, 2001), 127. Scene 1: Plan in Analog 1. Garr Reynolds, Presentation Zen (Berkeley: New Riders, 2008), 45. 2. Nancy Duarte, Slide:ology (Sebastopol, CA: O‘Reilly Media, 2008). 3. Cliff Atkinson, Beyond Bullet Points (Redmond, WA: Microsoft Press, 2005), 14. 4. Ibid., 15. 5. Apple, “Macworld San Francisco 2007 Keynote Address,“ Apple, apple .com/quicktime/qtv/mwsf07 (accessed January 30, 2009). 6. YouTube, “Steve Jobs, ‘Computers Are Like a Bicycle for Our Minds,’ ” YouTube, youtube.com/watch?v=ob_GX50Za6c (accessed January 30, 2009). 7. John Paczkowski, “Apple CEO Steve Jobs,” D5 Highlights from D: All Things Digital, May 30, 2007, http://d5.allthingsd.com/20070530/steve -jobs-ceo-of-apple (accessed January 30, 2009). 8. Apple, “WWDC 2008 Keynote Address,” Apple, apple.com/quicktime/qtv/ wwdc08 (accessed January 30, 2009). 9. Leander Kahney, Inside Steve’s Brain (New York: Penguin Group, 2008), 29. 219
220 NOTES Scene 2: Answer the One Question That Matters Most 1. YouTube, “The First iMac Introduction,” YouTube, youtube.com/ watch?v=0BHPtoTctDy (accessed January 30, 2009). 2. YouTube, “Apple WWDC 2005—The Intel Switch Revealed,” YouTube, youtube.com/watch?v=ghdTqnYnFyg (accessed January 30, 2009). 3. Wikipedia, “Virtual Private Server,” http://en.wikipedia.org/wiki/server _virtualization (accessed January 30, 2009). 4. Ashlee Vance, “Cisco Plans Big Push into Server Market,” New York Times, January 19, 2009, nytimes.com/2009/01/20/technology/ companies/20cisco.html?scp=1&sq=cisco%20+virtualization&st=search (accessed January 30, 2009). 5. YouTube, “Macworld 2003—The Keynote Introduction (Part 1),” YouTube, youtube.com/watch?v=ZZqYn77dT3s&feature=related (accessed January 30, 2009). 6. Apple, “Apple Introduces the New iPod Nano: World’s Most Popular Digital Music Player Features New Aluminum Design in Five Colors and Twenty-Four-Hour Battery Life,” Apple press release, September 12, 2006, apple.com/pr/library/2006/sep/12nano.html (accessed January 30, 2009). 7. Apple, “Apple Announces Time Capsule: Wireless Backup for All Your Macs,” Apple press release, January 15, 2008, apple.com/pr/ library/2008/01/15timecapsule.html (accessed January 30, 2009). 8. YouTube, “3G iPhone WWDC Keynote 6/9/08,” YouTube, June 9, 2008, youtube.com/watch?v=mA9Jrk16Ki4 (accessed January 30, 2009). 9. YouTube, “Steve Jobs Announces iTunes 8 with Genius,” YouTube, September 9, 2008, youtube.com/watch?v=6XsgEH5HMvI (accessed January, 2009). 10. YouTube, “Steve Jobs CNBC Interview: Macworld 2007,” YouTube, CNBC reporter Jim Goldman, youtube.com/watch?v=0my4eis82jw&feature= playlist&p=0520CA6271486D5B&playnext=1&index=13 (accessed January 30, 2009). 11. Guy Kawasaki, The Macintosh Way (New York: HarperCollins, 1990), 100. Scene 3: Develop a Messianic Sense of Purpose 1. John Sculley, Odyssey (New York: Harper & Row, 1987), 90. 2. Alan Deutschman, Inside Steve’s Brain (New York: Penguin Group, 2008), 168. 3. Stanford University, “ ‘You’ve Got to Find What You Love,’ Jobs Says,” Stanford Report, June 14, 2005, Steve Jobs commencement address, delivered on June 12, 2005, http://news-service.stanford.edu/news/2005/ june15/jobs-061505.html (accessed January 30, 2009).
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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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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
Page 188 and 189: MASTER STAGE PRESENCE 169 STEVE’S
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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
Page 236 and 237: ENCORE 217 Again, passion is a cent
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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