Presentation-Secrets-Of-Steve-Jobs

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INDEX I N D E X Advertising, 36–37, 78–79 app ads, 80 hero-villain, 63–64 iPod, 83–84 (See also iPod) iTunes, 83–84 (See also iTunes) selling an experience, 80–82 simplicity, 90 Altair, 30 Amelio, Gil, 13, 167 Analog, 3–14 Analogies, 108–12, 122–25 Anaphora, 217 Angelou, Maya, 151 Antagonists, 63–73 big picture, 68–69 religious dimension, 68 storytelling tool, 71–73 AOL, 212 App Store, 80 Apple Computers, 76, 102 comprehensible technology, 87 employees, 133–34 market share, 106 mission of, 68 rumors, 145 without Jobs, 213 Worldwide Developers Conference, 113 (See also WWDC [Worldwide Developers Conference]) Apple TV, 83–84, 157 Apple II, 76 Arden, Paul, 103 Aristotle, 13 Audience giving credit to, 134 participation, 142 rapport, 134, 199 ten-minute rule, 83–84 Auditory learners, 147 badpitch.blogspot.com, 123 Baig, Ed, 54, 133 Ballmer, Steve, x, 45, 55–57 Barton, John, 109 Bashford, Wilkes, 196 Berns, Gregory, 124 Bishop, Todd, 114 Black Hawk Down, 196 Body language, 168–69, 170–73, 187 eye contact, 170–71, 186–87 gestures, 168–69, 172–73 posture, 171–72 Bourne, Scott, 169 Brain, 83. See also Cognitive functioning Post-it notes, 154 variety and, 129 Brain Rules (Medina), 68–69 Brands, 68 Branson, Richard, x, 212 Brin, Sergey, 45 Brokaw, Tom, 190 Bucket method, 190–93 233
234 INDEX Buckingham, Marcus, 32–33 Built to Last: Successful Habits of Visionary Companies (Collins and Porras), 30 Bullet points, 4–5, 89. See also PowerPoint note taking, 89 BusinessWeek, 179 Buyology (Lindstrom), 68 Buzzwords, 22–24, 117–18, 123 Case studies, 132 CD players, 77 Chambers, John, xvi, 148, 175 Charan, Ram, 56 Charisma, 34. See also Jobs, Steve definition, xi Churchill, Winston, 182 Cisco Systems, 20, 148 ClimateCrisis.org, 111 Clinton, Hillary, 190 Clow, Lee, 34 Clutter elimination, 89–90 CNBC, 67–68 Cognitive functioning, 83, 88, 92 Coherence principle, 94–95 Collins, Jim, 30 Comfort zones, 188 Consumer Electronics Show, 55, 185 Contiguity principle, 94 Costume, 195–97 Cranium, 124–25 Customers. See also Audience concerns question that matters, 15–25 scenarios, 18–19 selling the benefit, 20–21 giving credit to, 134 testimonials, 132 Da Vinci, Leonardo, 87, 103 Deliberative practice, 181–82 DEMO, 70–71 Demonstrations, 138–40, 138–44. See also Presentations Design, 35–36 mobile computers, 129–30 presentation design, xiii, 3 slide design, 59–60, 88–89, 88–92, 100–101 Deutsch, Donny, xiv Deutschman, Alan, xvi, 28, 37 Diet, 111–12 Drucker, Peter, xiii Duarte, Nancy, xi, 3, 97 DuPont, 56 Dylan, Bob, 213 EDGE, 106, 139, 140 Einstein, Albert, 102 Employees, crediting, 133–34 Energy, 187–88 Environmental issues, 71–73, 102, 110–11 Ericsson, K. Anders, 181 Evangelist, Mike, 180 Eversmann, Matt, 196 Experience, delivering, 85–104 channeling inner Zen, 87–104 “holy shit” moments, 151–60 partners on stage, 127–35 props, 137–49 statistics, 105–12 zippy words, 113–25 Eye contact, 170–71, 186–87 Feedback, 189 Fleiss, Kevin, 70–71 Fortt, Jon, x Fortune magazine, 113 Fun demonstrations, 141–44, 207–13 bloopers, 208–11 infotainment, 211–13 3G, 140 GarageBand, 42, 145–46 Gardner, Chris, 29–30 Gates, Bill, 31–32, 45, 128 language complexity, 114–17 Gestures, 168–69, 172–73 Gianopulos, Jim, 130–31 Gladwell, Malcolm, 30–31, 179, 182–83 Godin, Seth, 89 Goldman, Jim, 67–68 Golf, 52 Goodell, Jeff, 106 Google, 45, 69 Google Maps, 141 Gore, Al, xi, 71–73, 111 Gretzky, Wayne, 37 Grubb, Jim, 148 Guardian, 180 Guest speakers. See Partners on stage Harris, Scott, 110 Headlines, twitter-like, 39–47, 161, 218 GarageBand, 42 iMac, 42–43 iPhone, 41–42
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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.
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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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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
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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,
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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 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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