Presentation-Secrets-Of-Steve-Jobs

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INDEX 237 Press releases, 22–24 Problem articulation, 70–71, 80. See also Antagonists Props, 137–49, 162 demonstrations, 138–44 focusing, 144–46 kinesthetics, 137–38 surprise element, 146–49 Public relations pitches, 123 Purpose, 27–38, 68 Pursuit of Happyness, The, 29 Ray, Rachael, 188 Red Hot Chili Peppers, 149 Refine and rehearse, 165–66 bucket method, 190–93 case study, 185 deliberative practice, 181–82 effortlessness, 179–94 feedback, 189 off-the-cuff remarks, 188–93 recordings, 189–90 stage fright, 193–94 stage presence, 167–78 tap-the-glass technique, 189–90 ten-thousand-hours theory, 182–84 videos, 185–87 Reynolds, Garr, 3, 89 Road map, 49–62, 161–62 as agenda, 57–60 rule of three, 51–62 Roadrunner, 109–10 Robbins, Tony, 188 Rolling Stone, 34, 106 Rule of three, 50, 51–57, 216 application, 60–62 Safari, 69, 144–45 San Jose Mercury, 110 SanDisk, 108–9 Schiller, Phil, x, 149, 161–63 Schultz, Howard, xvi, 35 Scott, Ridley, 63–64 Scripts, 199–206 key words, 202 preparing, 202–4 Sculley, John, 3, 27–28, 33 Seattle Post Intelligencer, 114 Second Coming of Steve Jobs (Deutschman), xvi, 37, 182 Sigman, Stan, 167–70 Silent Messages (Mehrabian), 176 Simon, William, 89 Simplicity, 87–88 advertising, 90 Buddhism, 89 demonstrations, 139 language, 118–20 leadership, 94 slide design, 88–89 “Simpsons, The,” 195 Singh, Vijay, 193 6 GB hard-drive player, 78 Slide:ology, xi Slides, 140, 162–63 cluttered, 100–101 coherence principle, 94–95 contiguity principle, 94 design, 59–60, 88–92, 100–101 multimedia presentation principle, 92–94 number of words, 91 one theme per slide, 200–201 perfecting, 182 pictures, 97–100 prompts, 203 resources, 104 simplicity, 59–60, 88–92, 100–101 split-attention principle, 94 white space, 97 Smith, Will, 29 Solomon, Susan, 111 Sorenson, Ted, 58 Southwest Airlines, 5 Speaking style, 173–76 conversational, 199 inflection, 174 pauses, 174–76 rate, 176 tap-the-glass technique, 189–90 volume, 176 Speechwriting, 58–59 Spielberg, Steven, 159–60 Split-attention principle, 94 Stage fright, 193–94 Stage presence, 167–78 Stanford University commencement speech, 215–18 Starbucks, 141, 143, 205 Statistics, 105–12, 162 analogies and, 108–12 contextual, 107–12 relevant, 107–12 specificity, 107–12 Stein, Ben, 178 “Stevenotes,” x
238 INDEX Story creation, 1–14. See also Experience, delivering analog, 3–14 analogies, 7–9 (See also Analogies) antagonists, 63–73 customer evidence, 10 demonstrations, 9 emotional stories, 156 (See also Language issues) endorsements, 10 flip charts, 12–13 headlines, 6–7, 39–47 hero, 75–86 key messages, 7 metaphors, 7–9 narrative, 4–5 partners, 10 (See also Partners on stage) passion statement, 7 props, 12–13 purpose, 27–38 road map, 49–62 scenes, 1–2 scripting, 6, 12–13 show-and-tell, 12–13 video clips, 10–12 Swisher, Kara, 32 Tait, Richard, 5, 124–25 TechCrunch 50, 70–71 Ten-minute rule, 83–84 Tesler, Larry, 36 “Think Different” ad campaign, 36–37 Time magazine, 181 Titles, business, 124–25 TravelMuse, 70–71 Tribble, Bud, 28 Triumph of the Nerds, 30 Trump, Donald, 32 Twitter. See Headlines, twitter-like U.S. government bailout, 110 USA Today, 54, 95, 133 UsingEnglish.com, 114 Vais, Paul, 182 Valvano, Jimmy, 61 Van Der Veer, Jeroen, 94 Vance, Ashlee, 20 Video rehearsals, 185–87 Virtualization, 20 Vision, xvi–xvii, 68. See also Purpose Visual learners, 147 Visual thinking, 13 Walker, Diana, 90 Wall Street Journal, 133 Washington Monument, 205 Webcam, 81 Weber, Max, xi Welch, Jack, x, 120 White space, 97 Windows 7, 54 Winfrey, Oprah, 33 Wozniak, Steve, xvi, 208–9, 212 Wu, Shaw, 213 WWDC (Worldwide Developers Conference), 53, 98–100, 113, 140, 144, 146, 211 Wyle, Noah, 134–35 Young, Jeffrey, 89 YouTube, x, 132, 142 commencement speeches, 215–18 Zen Buddhism, 89 Zen, inner, 87–104 Zimmer, George, 196 Zippy words, 113–25
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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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MAKE IT LOOK EFFORTLESS 183 That’
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MAKE IT LOOK EFFORTLESS 185 Flushin
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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
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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
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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,
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