Presentation-Secrets-Of-Steve-Jobs

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PLAN IN ANALOG 13 Aristotle’s Outline for Persuasive Arguments A Steve Jobs presentation follows Aristotle’s classic five-point plan to create a persuasive argument: 1. Deliver a story or statement that arouses the audience’s interest. 2. Pose a problem or question that has to be solved or answered. 3. Offer a solution to the problem you raised. 4. Describe specific benefits for adopting the course of action set forth in your solution. 5. State a call to action. For Steve, it’s as simple as saying, “Now go out and buy one!” returned to Apple in 1996, taking over for ousted Gil Amelio, he found a company with more than forty different products, which confused the customer. In a bold move, he radically simplified the product pipeline. In Inside Steve’s Brain, Leander Kahney writes that Jobs called senior management into his office. “Jobs drew a very simple two-by-two grid on the whiteboard. Across the top he wrote ‘Consumer’ and ‘Professional,’ and down the side, ‘Portable’ and ‘Desktop.’ ” 9 Under Jobs, Apple would offer just four computers—two notebooks and two desktops—aimed at consumer and professional users. This is one of many stories in which we learn that Jobs does his best thinking when he’s thinking visually. Whether you plan best on a whiteboard, a yellow legal pad, or Post-it notes, spend time in analog before jumping to digital. Your ultimate presentation will be far more interesting, engaging, and relevant.
14 CREATE THE STORY DIRECTOR’S NOTES » Start planning before you open the presentation software. Sketch ideas on paper or whiteboards. » Incorporate some, if not all, of the following nine elements to make your presentation come alive: headline, passion statement, three key messages, analogies, demonstrations, partner showcase, customer evidence, video clips, and props. » Speaking like Jobs has little to do with the type of presentation software you use (PowerPoint, Keynote, etc.) and everything to do with how you craft and deliver the story.
Page 2 and 3: The Presentation Secrets of Steve J
Page 4 and 5: To my father, Franco, an insanely g
Page 6 and 7: CONTENTS CO NTE NTS Acknowledgments
Page 8 and 9: DGMENTS ACKNOWLEDGMENTS ACKNOWLE Th
Page 10 and 11: PROLOGUE PRO LOGUE How to Be Insane
Page 12 and 13: PROLOGUE xi (940), and the former h
Page 14 and 15: PROLOGUE xiii Moving On Up As soon
Page 16 and 17: PROLOGUE xv Figure 1 Apple’s mast
Page 18 and 19: PROLOGUE xvii tainment. His passion
Page 20 and 21: ACT I Create the Story Creating the
Page 22 and 23: N E 1 SCENE 1 SCE Plan in Analog Ma
Page 24 and 25: PLAN IN ANALOG 5 designing the slid
Page 26 and 27: PLAN IN ANALOG 7 phone!” 5 That
Page 28 and 29: PLAN IN ANALOG 9 Jobs pointed out t
Page 30 and 31: PLAN IN ANALOG 11 on a product. Job
Page 34 and 35: N E 2 SCENE 2 SCE Answer the One Qu
Page 36 and 37: ANSWER THE ONE QUESTION THAT MATTER
Page 46 and 47: N E 3 SCENE 3 SCE Develop a Messian
Page 48 and 49: DEVELOP A MESSIANIC SENSE OF PURPOS
Page 58 and 59: N E 4 SCENE 4 SCE Create Twitter-Li
Page 60 and 61: CREATE TWITTER-LIKE HEADLINES 41 TA
Page 62 and 63: CREATE TWITTER-LIKE HEADLINES 43 ca
Page 64 and 65: CREATE TWITTER-LIKE HEADLINES 45 He
Page 66 and 67: CREATE TWITTER-LIKE HEADLINES 47 pr
Page 68 and 69: N E 5 SCENE 5 SCE Draw a Road Map T
Page 70 and 71: DRAW A ROAD MAP 51 It is well estab
Page 72 and 73: DRAW A ROAD MAP 53 bigger. And that
Page 74 and 75: DRAW A ROAD MAP 55 Baig, Kessler, a
Page 76 and 77: DRAW A ROAD MAP 57 » ”We’re on
Page 78 and 79: DRAW A ROAD MAP 59 I believe that w
Page 80 and 81: 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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MAKE IT LOOK EFFORTLESS 187 a notes
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MAKE IT LOOK EFFORTLESS 189 Carolin
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MAKE IT LOOK EFFORTLESS 191 who see
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MAKE IT LOOK EFFORTLESS 193 part of
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N E 16 SCENE 16 SCE Wear the Approp
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WEAR THE APPROPRIATE COSTUME 197 Ap
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N E 17 SCENE 17 SCE Toss the Script
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TOSS THE SCRIPT 201 STEVE’S WORDS
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TOSS THE SCRIPT 203 Now let’s put
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TOSS THE SCRIPT 205 notes at Macwor
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N E 18 SCENE 18 SCE Have Fun Everyo
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HAVE FUN 209 A YouTube user posted
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HAVE FUN 211 technical for me. It
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HAVE FUN 213 One analyst, Shaw Wu,
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NCO R E ENCORE E One More Thing Sta
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ENCORE 217 Again, passion is a cent
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S NOTES NOTE Prologue 1. Jon Fortt,
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NOTES 221 4. YouTube, “Macworld B
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NOTES 223 Scene 5: Draw a Road Map
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NOTES 225 7. YouTube, “Macworld S
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NOTES 227 5. John Markoff, “Burne
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NOTES 229 Scene 12: Stage Your Pres
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NOTES 231 5. Michael Krantz, “Ste
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INDEX I N D E X Advertising, 36-37,
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INDEX 235 iPod, 43-44 MacBook Air,
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INDEX 237 Press releases, 22-24 Pro
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