INDEX 235 iPod, 43–44 MacBook Air, 39–40 Hero, 75–86 mission, 76–78 Hodgman, John, 78–79 Hofmann, Hans, 90 Holliday, Chad, 56 “Holy shit” moments, 151–60, 163 bombshells, 155–57 memorable stories, 156 one theme, 154–55 revolutionary products, 157–60 Hyperbole, 122 IBM, 64, 75–76, 109–10 IBM-Motorola PowerPC, 146 IDG World Expo, ix iDVD, 180 iLife suite, 145 iMac, 15, 42–43, 181, 199 iMac G5, xiv Improvisation, 199–206 Inconvenient Truth, An, xi, 71–73 Inside <strong>Steve</strong>’s Brain (Kahney), 13, 90 Inspiration, xvi Intel processor, 16–17, 54, 81, 127–28, 146–48, 199, 201 Internet Explorer, 69 Introductions, 17, 20 iPhone, 41–42, 49–51, 53, 64–67, 106, 113, 140–41, 149, 157–60, 184, 205 data transfers, 106 market share, 107–8 3G, 98–99, 106, 113 iPod, xiv, 34, 43–44, 49–51, 53, 77, 105, 155 advertising, 83–84 simplicity, 87 slogan, 105 storage, 107 iTunes, xv, 53, 212 advertising, 83–84 films, 130–31 Ive, Jony, 87, 129–30 Jargon, 113, 117–20, 122 <strong>Jobs</strong>, <strong>Steve</strong>, 37–38, 199. See also Specific topics bloopers, 208–11 body language, 168–69, 170–73 CEO announcement, 155–57 charisma, xi, 34, 167 dressing style of, 195–97 explaining statistics, 105–9 generational considerations, 30–31 health issues, x, 211, 212, 215 keynote presentations, x, xii, 64–67, 90–91, 93, 96–97, 131, 137, 144–45, 157–59, 180–81 language complexity, 114–17 motivation, 30, 33 quotations, 15, 27, 28, 29, 30, 31, 32, 34, 35–36, 39, 46, 49, 63, 81, 105, 113, 121, 195, 199, 215 Stanford University commencement speech, 215–18 Jukebox player, 77–78 Kahney, Leander, 13, 28, 90, 137 Kanso, 89 Kawasaki, Guy, 24, 138–40 Kelleher, Herb, 5 Kennedy, John F., 58 Kessler, Michelle, 54 Keynote software, 12, 44–47, 89, 204 Kinesthetic learners, 147 Kinesthetics, 137–38 King, Rollin, 5 Kissinger, Henry, 193 Krantz, Michael, 181 Langberg, Mike, 78 Language issues analogies, 108–12, 122–25 concrete language, 118, 121 emotional language, 118, 121 filler words, 187, 189 jargon, 113, 117–20, 122 language complexity, 114–17 plain English, 102–4, 114–17 simplicity, 118–20, 121 speaking style, 173–76 vocal delivery, 187 zippy words, 113–25 Leadership, 33, 176–77, 192–93 simplicity, 94 Leadership in the Era of Economic Uncertainty (Charan), 56 Learners, types of, 147 Leopard, 57, 131–33, 144 “Let’s Rock” presentation, 93, 96–97 Lindstrom, Martin, 68 Long, Justin, 78–79 Lyons, Daniel, x Mac OS 9, 207–8 Mac OS X, 207–8. See also OS X operating system
236 INDEX MacBook Air, 31, 39–40, 98–100, 151–52, 199 MacBook laptops, 129–30 MacBook Pro, 80 MacBooks, 12 aluminum frame, 129–30, 137–38 Macintosh, 50–53, 153–54 advertising, 63–64, 78–79 Macintosh Way, The (Kawasaki), 138–40 Macworld Expo, ix, x, 57, 83, 90–91, 107, 127, 134, 140–41, 157–60, 161, 167, 180, 184, 199, 205 Macworld magazine, 196 Madonna, 10 Maps, 205 Marketing, 40 case studies, 132 product launch, 152–54, 179 selling an experience, 80–82 as theater, 3 Markoff, John, 31 Marsalis, Wynton, xv Mayer, John, 146 Mayer, Marissa, 179 Mayer, Richard, 92–95 McNeill, David, 172 Media, 131–33, 137 Medina, John, 68–69, 83, 91, 154 Mehrabian, Albert, 176–77 Mendelson, Ed, 133 Microsoft Internet Explorer, 128 Microsoft <strong>Of</strong>fice, 129 Miller, George, 51 Mission, 68, 76–78. See also Purpose statements, 118 Montemagno, Marco, 142–43 Mossberg, Walt, 8–9, 32, 133 MP3 CD player, 77 Multimedia presentation principle, 92–97 Music, 77, 212. See also iPod; iTunes Napkin test, 5 National Oceanic and Atmospheric Administration (NOAA), 111 Netscape, 69 Networks, 142–43 New York Times, 109, 133, 155 NeXt, 195, 196 Note taking, 89 notes as cue cards, 199 using notes, 204–6 Numbers. See Statistics Obama, Barack, 58–59, 177 Odyssey (Sculley), 27 <strong>Of</strong>f-the-cuff remarks, 188–93 Online meetings, 144 Orman, Suze, xvi, 119 OS X operating system, 113, 131–33, 144, 146–48, 207–8 Osteen, Joel, 204 Otellini, Paul, 127–28, 132 Outliers (Gladwell), 30, 182 Page, Larry, 45 Partners on stage, 127–35, 142–43, 162 Gates, Bill, 128 Gianopulos, Jim, 130–31 Ive, Jony, 129–30 Mayer, John, 146 Otellini, Paul, 127–28 teenagers, 146 Wyle, Noah, 134–35 Passion, 32–34, 35 PC magazine, 133 PC World, 213 Persuasive argument, 13 Petaflop, 109–10 Phelps, Michael, 193–94 Photo Booth, 143–44 Photography, 97–100, 143–44 Picture superiority effect (PSE), 97–98 Pirates of Silicon Valley, 134–35 Pitches, 123 Pixar, 156–57 Pogue, David, 123, 133 Porras, Jerry, 30 Posture, 171–72 Pour Your Heart into It (Schultz), 35 Powell, Lauren, 89 PowerPoint, 89 bullet points, 4–5, 89 <strong>Presentation</strong> design, xiii on paper, 3 <strong>Presentation</strong> Zen (Reynolds), 3 <strong>Presentation</strong>s. See also Refine and rehearse compared to plays, xiv–xv as experience, 85–104 importance of, xi “one more thing,” 215–18 preparation time, 3–4 recordings, 189–90 techniques, xiii ten-minute rule, 83–84 time limits, 70–71
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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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ANSWER THE ONE QUESTION THAT MATTER
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ANSWER THE ONE QUESTION THAT MATTER
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ANSWER THE ONE QUESTION THAT MATTER
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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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DEVELOP A MESSIANIC SENSE OF PURPOS
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DEVELOP A MESSIANIC SENSE OF PURPOS
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DEVELOP A MESSIANIC SENSE OF PURPOS
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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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USE “AMAZINGLY ZIPPY” WORDS 117
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USE “AMAZINGLY ZIPPY” WORDS 119
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USE “AMAZINGLY ZIPPY” WORDS 121
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USE “AMAZINGLY ZIPPY” WORDS 123
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USE “AMAZINGLY ZIPPY” WORDS 125
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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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STAGE YOUR PRESENTATION WITH PROPS
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STAGE YOUR PRESENTATION WITH PROPS
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STAGE YOUR PRESENTATION WITH PROPS
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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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REVEAL A “HOLY SHIT” MOMENT 155
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REVEAL A “HOLY SHIT” MOMENT 157
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REVEAL A “HOLY SHIT” MOMENT 159
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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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MAKE IT LOOK EFFORTLESS 183 That’
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