Presentation-Secrets-Of-Steve-Jobs

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NOTES 223 Scene 5: Draw a Road Map 1. Apple, “Macworld San Francisco 2007 Keynote Address,” Apple, apple. com/quicktime/qtv/mwsf07 (accessed January 30, 2009). 2. YouTube, “The Lost 1984 Video (The Original 1984 Macintosh Introduction),” YouTube, youtube.com/watch?v=2B-XwPjn9YY (accessed January 30, 2009). 3. YouTube, “Apple WWDC 2005—The Intel Switch Revealed,” YouTube, youtube.com/watch?v=ghdTqnYnFyg (accessed January 30, 2009). 4. Michelle Kessler, “Better Computer Chips Raise Laptops’ Abilities,” USA Today, usatoday.com/printedition/money/20080715/1b_chips15.art .htm?loc=interstitialskip (accessed January 30, 2009). 5. Edward Baig, “Windows 7 Gives Hope for Less-Bloated Operating System,” USA Today, sec. 6B, January 22, 2009. 6. Apple, “WWDC 2008 Keynote Address,” Apple, apple.com/quicktime/qtv/ wwdc08 (accessed January 30, 2009). 7. CESweb.org, “Steve Ballmer and Robbie Bach Keynote: International Consumer Electronics Show 2009,” remarks by Steve Ballmer and Robbie Bach at International CES 2009, January 7, 2009, cesweb.org/docs/ microsoft-steveballmer-_robbiebach-transcript.pdf (accessed January 30, 2009). 8. Apple, “Macworld 2008 Keynote Address,” Apple, apple.com/quicktime/ qtv/mwsf08 (accessed January 30, 2009). 9. John F. Kennedy Presidential Library and Museum, “Special Message to the Congress on Urgent National Needs Page 4,” President John F. Kennedy speech, May 25, 1961, jfklibrary.org/historical+resources/ archives/reference+desk/speeches/jfk/urgent+national+needs+page+4 .htm (accessed January 30, 2009). 10. American Rhetoric, “Barack Obama 2004 Democratic National Convention Keynote Address: The Audacity of Hope,” July 27, 2004, americanrhetoric.com/speeches/convention2004/barackobama2004dnc .htm (accessed January 30, 2009). 11. American Rhetoric, “Barack Obama Presidential Inaugural Address: What Is Required: The Price and Promise of Citizenship,” January 20, 2009, americanrhetoric.com/speeches/barackobama/ barackobamainauguraladdress.htm (accessed January 30, 2009). 12. YouTube, “Apple Music Event 2001—The First Ever iPod Introduction,” YouTube, youtube.com/watch?v=kN0SVBCJqLS&feature=related (accessed January 30, 2009). 13. Stanford University, “ ‘You’ve Got to Find What You Love,’ Jobs Says,” Stanford Report, June 14, 2005, Steve Jobs commencement address,
224 NOTES delivered on June 12, 2005, http://news-service.stanford.edu/news/2005/ june15/jobs-061505.html (accessed January 30, 2009). 14. American Rhetoric, “Jim Valvano Arthur Ashe Courage & Humanitarian Award Acceptance Address,” March 4, 1993, americanrhetoric.com/ speeches/jimvalvanoespyaward.htm (accessed January 30, 2009). Scene 6: Introduce the Antagonist 1. Wikipedia, “1984 (Advertisement),” http://en.wikipedia.org/wiki/1984_ad (accessed January 30, 2009). 2. YouTube, “1983 Apple Keynote—The ‘1984’ Ad Introduction,” YouTube, youtube.com/watch?v=lSiQA6KKyJo (accessed January 30, 2009). 3. YouTube, “Macworld 2007—Steve Jobs Introduces iPhone—Part 1,” YouTube, youtube.com/watch?v=PZoPdBh8KUS&feature=related (accessed January 30, 2009). 4. YouTube, “Steve Jobs CNBC Interview: Macworld 2007,” YouTube, youtube.com/watch?v=0mY4EIS82Jw (accessed January 30, 2009). 5. Martin Lindstrom, Buyology (New York: Doubleday, 2008), 107. 6. Ibid. 7. John Medina, Brain Rules (Seattle: Pear Press, 2008), 84. 8. YouTube, “Macworld SF 2003 Part 1,” YouTube, youtube.com/ watch?v=lSiQA6KKyJo (accessed January 30, 2009). 9. Demo.com, TravelMuse, Inc., pitch, DEMO 2008, demo.com/watchlisten/ videolibrary.html?bcpid=1127798146&bclid=1774292996&bctid= 1778578857 (accessed January 30, 2009). 10. An Inconvenient Truth, DVD, directed by Davis Guggengeim (Hollywood: Paramount Pictures, 2006). Scene 7: Reveal the Conquering Hero 1. YouTube, “1983 Apple Keynote,” YouTube, youtube.com/watch?v= lSiQA6KKyJo (accessed January 30, 2009). 2. YouTube, “Apple Music Event 2001—The First Ever iPod Introduction,” YouTube, youtube.com/watch?v=kN0SVBCJqLs&feature=related (accessed January 30, 2009). 3. Mike Langberg, “Sweet & Low: Well-Designed iPod Upstarts Are Music for the Budget,” Seattle Times, sec. C6, August 9, 2003. 4. Apple, “Out of the Box,” 2006 television ad, Apple website, apple.com/ getamac/ads (accessed January 30, 2009). 5. YouTube, “New iPhone Shazam Ad,” YouTube, youtube.com/ watch?v=P3NSsVKcrnY (accessed January 30, 2009). 6. Apple, “Why You’ll Love a Mac,” Get a Mac page, Apple website, apple .com/getamac/whymac (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
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MASTER STAGE PRESENCE 169 STEVE’S
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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
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 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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