Presentation-Secrets-Of-Steve-Jobs

ANSWER THE ONE QUESTION THAT MATTERS MOST 21
Your listeners are asking themselves, “Why should I care?” If
your product will help your customers make money, tell them. If
it helps them save money, tell them. If it makes it easier or more
enjoyable for them to perform a particular task, tell them. Tell
them early, often, and clearly. Jobs doesn’t leave people guessing.
Well before he explains the technology behind a new product or
feature, he explains how it will improve the experience people
have with their computers, music players, or gadgets.
Table 2.1 offers a review of some other examples of how Jobs
sells the benefit behind a new product or feature.
TABLE 2.1 JOBS SELLING THE BENEFIT
DATE/PRODUCT
January 7, 2003
Keynote presentation
software
September 12, 2006
iPod nano
January 15, 2008
Time Capsule backup
service for Macs running
Leopard OS
June 9, 2008
iPhone 3G
September 9, 2008
Genius feature for iTunes
BENEFIT
“Using Keynote is like having a professional
graphics department to create your slides.
This is the application to use when your
presentation really counts.” 5
“The all-new iPod nano gives music fans
more of what they love in their iPods—twice
the storage capacity at the same price, an
incredible twenty-four-hour battery life, and
a gorgeous aluminum design in five brilliant
colors.” 6
“With Time Capsule, all your irreplaceable
photos, movies, and documents are
automatically protected and incredibly easy
to retrieve if they are ever lost.” 7
“Just one year after launching the iPhone,
we’re launching the new iPhone 3G. It’s twice
as fast at half the price.” 8
“Genius lets you automatically create playlists
from songs in your music library that go great
together, with just one click.” 9