Presentation-Secrets-Of-Steve-Jobs

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The Presentation Secrets of Steve Jobs How to Be Insanely Great in Front of Any Audience Carmine Gallo Columnist, Businessweek.com New York Chicago San Francisco Lisbon London Madrid Mexico City Milan New Delhi San Juan Seoul Singapore Sydney Toronto
Copyright © 2010 by Carmine Gallo. All rights reserved. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of the publisher. ISBN: 978-0-07-163675-9 MHID: 0-07-163675-7 The material in this eBook also appears in the print version of this title: ISBN: 978-0-07-163608-7, MHID: 0-07-163608-0. All trademarks are trademarks of their respective owners. Rather than put a trademark symbol after every occurrence of a trademarked name, we use names in an editorial fashion only, and to the benefit of the trademark owner, with no intention of infringement of the trademark. Where such designations appear in this book, they have been printed with initial caps. McGraw-Hill eBooks are available at special quantity discounts to use as premiums and sales promotions, or for use in corporate training programs. To contact a representative please e-mail us at bulksales@mcgraw-hill.com. TERMS OF USE This is a copyrighted work and The McGraw-Hill Companies, Inc. (“McGraw-Hill”) and its licensors reserve all rights in and to the work. Use of this work is subject to these terms. Except as permitted under the Copyright Act of 1976 and the right to store and retrieve one copy of the work, you may not decompile, disassemble, reverse engineer, reproduce, modify, create derivative works based upon, transmit, distribute, disseminate, sell, publish or sublicense the work or any part of it without McGraw-Hill’s prior consent. You may use the work for your own noncommercial and personal use; any other use of the work is strictly prohibited. Your right to use the work may be terminated if you fail to comply with these terms. THE WORK IS PROVIDED “AS IS.” McGRAW-HILL AND ITS LICENSORS MAKE NO GUARANTEES OR WARRANTIES AS TO THE ACCURACY, ADEQUACY OR COMPLETENESS OF OR RESULTS TO BE OBTAINED FROM USING THE WORK, INCLUDING ANY INFORMATION THAT CAN BE ACCESSED THROUGH THE WORK VIA HYPERLINK OR OTHERWISE, AND EXPRESSLY DISCLAIM ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING BUT NOT LIMITED TO IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR A PARTICU- LAR PURPOSE. McGraw-Hill and its licensors do not warrant or guarantee that the functions contained in the work will meet your requirements or that its operation will be uninterrupted or error free. Neither McGraw-Hill nor its licensors shall be liable to you or anyone else for any inaccuracy, error or omission, regardless of cause, in the work or for any damages resulting therefrom. McGraw-Hill has no responsibility for the content of any information accessed through the work. Under no circumstances shall McGraw-Hill and/or its licensors be liable for any indirect, incidental, special, punitive, consequential or similar damages that result from the use of or inability to use the work, even if any of them has been advised of the possibility of such damages. This limitation of liability shall apply to any claim or cause whatsoever whether such claim or cause arises in contract, tort or otherwise.
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 50 and 51: DEVELOP A MESSIANIC SENSE OF PURPOS
Page 52 and 53:
DEVELOP A MESSIANIC SENSE OF PURPOS
Page 54 and 55:
Page 56 and 57:
Page 58 and 59:
N E 4 SCENE 4 SCE Create Twitter-Li
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CREATE TWITTER-LIKE HEADLINES 41 TA
Page 62 and 63:
CREATE TWITTER-LIKE HEADLINES 43 ca
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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
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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.
Page 114 and 115:
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
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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Page 142 and 143:
Page 144 and 145:
Page 146 and 147:
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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Page 162 and 163:
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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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
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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
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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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
Page 252 and 253:
INDEX I N D E X Advertising, 36-37,
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INDEX 235 iPod, 43-44 MacBook Air,
Page 256 and 257:
INDEX 237 Press releases, 22-24 Pro
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