Presentation-Secrets-Of-Steve-Jobs

INTRODUCE THE ANTAGONIST 65
smartphones on the market, which, Jobs would argue, weren’t
very smart. Listed in the left column of Table 6.1 are excerpts
from the actual presentation; the right column shows the words
or describes the images on the accompanying slides. 3 Pay attention
to how the slides act as a complement to the speaker.
TABLE 6.1 JOBS’S iPHONE KEYNOTE PRESENTATION
STEVE’S WORDS
”The most advanced phones are called
‘smartphones,’ so they say.”
“They typically combine a phone plus
e-mail plus a baby Internet.”
“The problem is they are not so smart and
they are not so easy to use. They’re really
complicated. What we want to do is make a
leapfrog product that is way smarter than
any mobile device has ever been.”
“So, we’re going to reinvent the phone.
We’re going to start with a revolutionary
user interface.”
“It is the result of years of research and
development.”
“Why do we need a revolutionary user
interface? Here are four smartphones: the
Motorola Q, BlackBerry, Palm Treo, Nokia
E62—the usual suspects.”
“What’s wrong with their user interface? The
problem with them is in the bottom forty.
It’s this stuff right there [points to keyboards
on the phones]. They all have these
keyboards that are there whether you need
them or not. And they all have these control
STEVE’S SLIDES
Smartphone
Smartphone
Phone + Email + Internet
Smartphone
Not so smart. Not so easy
to use.
Revolutionary UI
Revolutionary UI
Years of research &
development
Image of four existing
smartphones: Motorola Q,
BlackBerry, Palm Treo, and
Nokia E62
The top half of each image
fades away, leaving just
the bottom half—
the keyboard
continued