Presentation-Secrets-Of-Steve-Jobs

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ANSWER THE ONE QUESTION THAT MATTERS MOST 25 DIRECTOR’S NOTES » Ask yourself, “Why should my listener care about this idea/information/product/service?” If there is only one thing that you want your listener to take away from the conversation, what would it be? Focus on selling the benefit behind the product. » Make the one thing as clear as possible, repeating it at least twice in the conversation or presentation. Eliminate buzzwords and jargon to enhance the clarity of your message. » Make sure the one thing is consistent across all of your marketing collateral, including press releases, website pages, and presentations.
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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 32 and 33: PLAN IN ANALOG 13 Aristotle’s Out
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
Page 82 and 83: N E 6 SCENE 6 SCE Introduce the Ant
Page 84 and 85: INTRODUCE THE ANTAGONIST 65 smartph
Page 86 and 87: INTRODUCE THE ANTAGONIST 67 Make no
Page 88 and 89: INTRODUCE THE ANTAGONIST 69 man saw
Page 90 and 91: INTRODUCE THE ANTAGONIST 71 the cat
Page 92 and 93: 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
Page 130 and 131:
DRESS UP YOUR NUMBERS 111 dots. For
Page 132 and 133:
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
Page 158 and 159:
STAGE YOUR PRESENTATION WITH PROPS
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Page 164 and 165:
Page 166 and 167:
Page 168 and 169:
Page 170 and 171:
N E 13 SCENE 13 SCE Reveal a “Hol
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REVEAL A “HOLY SHIT” MOMENT 153
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Page 180 and 181:
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
Page 186 and 187:
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
Page 224 and 225:
TOSS THE SCRIPT 205 notes at Macwor
Page 226 and 227:
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
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
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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,
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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