Presentation-Secrets-Of-Steve-Jobs
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46 CREATE THE STORY<br />
are familiar with both formats prefer to work in the more elegant<br />
Keynote system, those same designers will tell you that the<br />
majority of their client work is done in PowerPoint.<br />
As I mentioned in Scene 1, this book is software agnostic<br />
because all of the techniques apply equally to PowerPoint or<br />
Keynote. That said, Keynote is still the application that <strong>Steve</strong> <strong>Jobs</strong><br />
prefers, and the Twitter-like headline he created to introduce the<br />
software was certainly an attention grabber. “This is another<br />
brand-new application that we are announcing here today, and<br />
it is called Keynote,” <strong>Jobs</strong> told the audience at Macworld 2003.<br />
Then:<br />
Keynote is a presentation app for when your presentation<br />
really counts [slide reads: “When your presentation really<br />
counts”]. And Keynote was built for me [slide reads: “Built<br />
for me”]. I needed an application to build the kind of slide<br />
show that I wanted to show you at these Macworld keynotes:<br />
very graphics intensive. We built this for me; now I want to<br />
share it with you. We hired a low-paid beta tester to beta test<br />
this app for an entire year, and here he is [audience laughs<br />
as screen shows photo of <strong>Jobs</strong>]. Rather than a bunch of slides<br />
about slides, let me just show you [walks to stage right to<br />
demo the new software]. 13<br />
Again, we see a remarkable consistency in all of Apple’s marketing<br />
material surrounding the new product launch. The Apple<br />
press release for Keynote described it as “The application to use<br />
when your presentation really counts.” 14 This headline can easily<br />
fit in a Twitter post and, without revealing the details, tells<br />
a story in one sentence. A customer who wanted more details<br />
could read the press release, watch <strong>Jobs</strong>’s demonstration, or view<br />
the online demo on Apple’s website. Still, the headline itself<br />
offered plenty of information. We learned that it was a new<br />
application specifically for presentations and made for those<br />
times when presentations can make or break your career. As a<br />
bonus, it was built for <strong>Jobs</strong>. For many people who give frequent