Presentation-Secrets-Of-Steve-Jobs
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DRAW A ROAD MAP 55<br />
Baig, Kessler, and other top reporters write their material<br />
in manageable chunks to make it easier to read. So does <strong>Jobs</strong>.<br />
He writes the content of his presentation just as a USA Today<br />
reporter would review a product: headline, introduction, three<br />
points, conclusion.<br />
3G networking—faster networking. Second, enterprise support.<br />
Third, third-party application support. And fourth, we need to<br />
sell iPhone in more countries.”<br />
After providing that verbal preview of the four points he<br />
would discuss in more detail, <strong>Jobs</strong> returned to the first point.<br />
“So, as we arrive at iPhone’s first birthday, we’re going to take it<br />
to the next level, and today we’re introducing the iPhone 3G.” 6<br />
This is a remarkably consistent technique in <strong>Jobs</strong>’s presentations.<br />
He outlines three or four points, returns to the first point,<br />
explains each one in more depth, and then summarizes each<br />
point. This is a simple recipe for ensuring your audience will<br />
retain the information you are sharing.<br />
<strong>Jobs</strong> and Ballmer Share<br />
a Love of Threes<br />
In January 2009, Microsoft CEO <strong>Steve</strong> Ballmer opened the<br />
Consumer Electronics Show in Las Vegas. It was his first keynote<br />
speech at the conference, replacing Bill Gates, who had<br />
moved on to his philanthropic pursuits. Over fifteen years, it<br />
had become a tradition for Microsoft to open the conference,<br />
and Gates had delivered nearly every keynote. As a presenter,<br />
Ballmer was much different from Gates. He exuded passion,<br />
energy, and excitement. He stripped his talk of esoteric jargon<br />
and technical buzzwords. Ballmer also understood the value of<br />
the rule of three in providing a verbal road map for his listeners.