Presentation-Secrets-Of-Steve-Jobs

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NOTES 229 Scene 12: Stage Your Presentation with Props 1. Apple, “Apple Special Event October 2008,” Apple, apple.com/quicktime/ qtv/specialevent1008 (accessed January 30, 2009). 2. Guy Kawasaki, The Macintosh Way (New York: HarperCollins, 1990), 149. 3. Ibid. 4. Ibid. 5. Ibid. 6. Ibid. 7. Apple, “WWDC 2008 Keynote Address,” Apple, apple.com/quicktime/qtv/ wwdc08 (accessed January 30, 2009). 8. YouTube, “Macworld 2007—Part 4—Steve Jobs Demos the iPhone (Video),” YouTube, http://macblips.dailyradar.com/video/ macworld_2007_part_4_steve_jobs_demos_the_iphone (accessed January 30, 2009). 9. Apple, “Macworld San Francisco 2007 Keynote Address,” Apple, apple .com/quicktime/qtv/mwsf07 (accessed January 30, 2009). 10. YouTube, “Demo of PhotoBooth (From All About Steve),” YouTube, youtube.com/watch?v=h4Al6Mt4jQc (accessed January 30, 2009). 11. YouTube, “Safari on Windows (WWDC 2007),” YouTube, youtube.com/ watch?v=46DHMaCbdxc (accessed January 30, 2009). 12. YouTube, “Steve Jobs Demos GarageBand,” YouTube, youtube.com/ watch?v=E03Bj2R749c (accessed January 30, 2009). 13. YouTube, “Steve Jobs Introduces GarageBand 1.0 (Assisted by John Mayer),” YouTube, youtube.com/watch?v=BVXWFgQvdLK (accessed January 30, 2009). 14. YouTube, “Apple WWDC—The Intel Switch Revealed,” YouTube, youtube .com/watch?v=ghdTqnYnFYg (accessed January 30, 2009). Scene 13: Reveal a “Holy Shit” Moment 1. Apple, “Macworld 2008 Keynote Address,” Apple, apple.com/quicktime/ qtv/mwsf08 (accessed January 30, 2009). 2. Sasha Cavender, “Thinnest Laptop: Fits into Manila Envelope,” ABC News, January 15, 2008, http://abcnews.go.com/print?id=4138633 (accessed January 30, 2009). 3. YouTube, “Steve Jobs Showcases Macintosh 24-Jan-1984,” YouTube, youtube.com/watch?v=4KkENSYkMgs (accessed January 30, 2009). 4. John Medina, Brain Rules (Seattle: Pear Press, 2008), 81. 5. YouTube, “Apple Music Event 2001—The First Ever iPod Introduction,” YouTube, youtube.com/watch?v=kN0SVBCJqLs&feature=related (accessed January 30, 2009).
230 NOTES 6. YouTube, “Macworld San Francisco 2000, Steve Jobs Become iCEO of Apple,” YouTube, January 5, 2000, youtube.com/watch?v=JgHtKFuY3be (accessed January 30, 2009). 7. Apple, “Macworld San Francisco 2007 Keynote Address,” Apple, apple .com/quicktime/qtv/mwsf07 (accessed January 30, 2009). Intermission 2: Schiller Learns from the Best 1. Apple, “Macworld 2009 Keynote Address,” Apple, apple.com/quicktime/ qtv/macworld-san-francisco-2009 (accessed January 30, 2009). 2. Slideshare, “Phil Schiller’s Mac World 2009 Keynote Address,” Slideshare, slideshare.net/kangaro10a/phil-schillers-mac-world-2009-keynote -presentation (accessed January 30, 2009). Scene 14: Master Stage Presence 1. YouTube, “Macworld SF 2003 Part 1,” YouTube, youtube.com/ watch?v=Xac6NWT7EKY (accessed January 30, 2009). 2. Dan Moren, “Stan Sigman Says Sayonara,” Macworld.com, October 12, 2007, http://iphone.macworld.com/2007/10/stan_sigman_says _sayonara.php (accessed January 30, 2009). 3. Gil Amelio, On the Firing Line: My Five Hundred Days at Apple (New York: Collins Business, 1999), 199. 4. Apple, “Macworld San Francisco 2007 Keynote Address,” Apple, apple .com/quicktime/qtv/mwsf07 (accessed January 30, 2009). 5. Apple, “Macworld 2008 Keynote Address,” Apple, apple.com/quicktime/ qtv/mwsf08 (accessed January 30, 2009). 6. YouTube, “Apple Music Event 2001—The First Ever iPod Introduction,” YouTube, youtube.com/watch?v=kN0SVBCJqLs (accessed January 30, 2009). 7. Ibid. 8. Albert Mehrabian, Silent Messages (Stamford, CT: Wadsworth, 1980). Scene 15: Make It Look Effortless 1. BusinessWeek, “Steve Jobs’s Magic Kingdom,” BusinessWeek cover story, February 6, 2006, businessweek.com/magazine/content/06_06/ b3970001.htm (accessed January 30, 2009). 2. Mike Evangelist, “Behind the Magic Curtain,” Guardian, for Guardian .co.uk, January 5, 2006, guardian.co.uk/technology/2006/jan/05/ newmedia.media1 (accessed January 30, 2009). 3. Ibid. 4. Ibid.
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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
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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.
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 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 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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