- Page 2 and 3: The Presentation Secrets of Steve J
- Page 4 and 5: To my father, Franco, an insanely g
- 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 38 and 39: ANSWER THE ONE QUESTION THAT MATTER
- Page 40 and 41: ANSWER THE ONE QUESTION THAT MATTER
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- Page 44 and 45: ANSWER THE ONE QUESTION THAT MATTER
- Page 46 and 47: N E 3 SCENE 3 SCE Develop a Messian
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- Page 50 and 51: DEVELOP A MESSIANIC SENSE OF PURPOS
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DEVELOP A MESSIANIC SENSE OF PURPOS
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N E 4 SCENE 4 SCE Create Twitter-Li
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CREATE TWITTER-LIKE HEADLINES 41 TA
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CREATE TWITTER-LIKE HEADLINES 43 ca
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CREATE TWITTER-LIKE HEADLINES 45 He
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CREATE TWITTER-LIKE HEADLINES 47 pr
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N E 5 SCENE 5 SCE Draw a Road Map T
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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.
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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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USE “AMAZINGLY ZIPPY” WORDS 117
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USE “AMAZINGLY ZIPPY” WORDS 119
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USE “AMAZINGLY ZIPPY” WORDS 121
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USE “AMAZINGLY ZIPPY” WORDS 123
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USE “AMAZINGLY ZIPPY” WORDS 125
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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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STAGE YOUR PRESENTATION WITH PROPS
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STAGE YOUR PRESENTATION WITH PROPS
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STAGE YOUR PRESENTATION WITH PROPS
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STAGE YOUR PRESENTATION WITH PROPS
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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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REVEAL A “HOLY SHIT” MOMENT 155
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REVEAL A “HOLY SHIT” MOMENT 157
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REVEAL A “HOLY SHIT” MOMENT 159
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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