This presentation is given live by Carmine Gal o but so the knowledge can be shared in this format, we’ve created notes for you to read.
Be forewarned—if you pick up this book, your presentations will never be the same –Martin ag Lind ain. strom, bestsel ing author of Buyology
A person can have the greatest idea in the world. But if that person can’t convince enough other people, it doesn’t matter. –Gregory Berns
Steve Jobs is the most captivating communicator on the world stage. If you adopt just some of his techniques, your ideas and presentations wil stand out in a sea of mediocrity.
Act 1: Create the Story Act 2: Deliver the Experience Act 3: Refine and Rehearse
Develop a Messianic Sense of Purpose
Jobs has been giving awe-inspiring presentations for decades. In 1984, Jobs unveiled the first Macintosh. The launch remains one of the most dramatic presentations in corporate history.
Do you want to spend the rest of your life selling sugared water or do you want a chance to change the world? –Steve Jobs & John Sculley
Steve Jobs secret to success: “You’ve got to find what you love. Going to bed at night saying I’ve done something wonderful. That’s what mattered.”
He was inspired by a purpose beyond making money. True evangelists are driven by a messianic zeal to create new experiences and to change the world. Find What You Love
Some managers are uncomfortable with expressing emotion about their dreams, but it’s the passion and emotion that will attract and motivate others. – Jim Collins, Built to Last
Plan in Analog
The single most important thing you can do to dramatically improve your presentations is to have a story to tell before you work on your PowerPoint file. – Cliff Atkinson, Beyond Bullet Points
Truly great presenters like Steve Jobs visualize, plan and create ideas on paper (or whiteboards) wel before they open the presentation software.
Design experts recommend that presenters spend the majority of their time thinking, sketching and scripting. Nancy Duarte recommends that a presenter spend 90 THINKING hours creating an hour long presentation with 30 slides. But only one third of that time is spent building slides. Another third is rehearsing, but the first third is spent collecting ideas, organizing ideas, and sketching the story. SKETCHING BUILDING SCRIPTING REHEARSING SLIDES 90 HOURS 30 SLIDES
@Laura: This presentation is awesome! @Bob: ROTFL @Carol: I heart this. Create Twitter-Like Headlines @Ben: Did u eat my sandwich? @Tom: I’m stealing this idea! @Sammy: When’s lunch?
MacBook Air. The world’s thinnest notebook.
iPod. One thousand songs in your pocket.
Stick to the Rule of 3
Act 1: Create the Story Act 2: Deliver the Experience Act 3: Refine and Rehearse
Steve Jobs does most of his demos. You don’t have to. In fact, in many cases, it makes more sense to bring in someone who has particular product knowledge.
Introduce the Antagonist
In every classic story, the hero fights the vil ain. The same storytel ing principle applies to every Steve Jobs presentation.
In 1984 when he introduced the Macintosh, Big Blue, IBM represented the vil ain.
Introducing an antagonist (the problem) ral ies the audience around the hero.
A Steve Jobs presentation is strikingly simple, highly visual and completely devoid of bul et points. Eliminate clutter
Simplicity is the ultimate sophistication. –Steve Jobs
That’s right – no bul et points. Ever. New research into cognitive functioning—how the brain retains information--proves that bul et points are the least effective way to deliver important information.
John Medina says the average PPT slide has forty words. Average PPT Slide:40 words
Researchers have discovered that ideas are much more likely to be remembered if they are presented as pictures instead of words or pictures paired with words. BIRD
If information is presented oral y, people remember about 10% of the content 72 hours later. That figure goes up to 65% if you add a picture. BIRD 10% 65%
According to John Medina, your brain interprets every letter as a picture so wordy slides literal y choke your brain. B
Let’s take a look at how Steve Jobs simplifies complex information. Simplifies Complex Information
Here is an example of how a mediocre presenter would launch the MacBook Air. They would try to squeeze every piece of information onto one slide – along with different font styles, colors, etc.
Here is Steve Jobs’s slide. What’s the difference? First, no words. Why use words when you’re simply trying to show that the computer is so thin, it fits in an office envelope? Chal enge yourself to use fewer words and more visuals. It does take more thought, but you’ll never deliver an Apple worthy presentation if don’t.
Lexical Density- Easier to Understand Seattle Post Intel igencer ran transcripts through a software tool intended to measure “lexical density,” how difficult or easy it was to understand the language. They ran two Simpler pieces of text through the tool: Steve Jobs Macworld 2007 Less Abstract and Bil Gates CES 2007. Jobs’s words are simpler, phrases Fewer Words less abstract, and uses fewer words per sentence. He was much easier to understand.
Numbers don’t resonate with people until those numbers are placed into a context that people can understand. The best way to help them understand is to make those numbers relevant to something with which your audience is already familiar with. Dress Up Numbers
For example when Steve Jobs introduced the iPod in 2001, he said it came with a 5GB of memory. He broke it down even further by saying you could carry 1,000 songs “in your pocket.” Jobs always breaks down numbers to make them more interesting and meaningful. 5GB 1,000 songs
Our market share is greater than BMW or Mercedes and nobody thinks they are going away. As a matter of fact, they’re both highly desirable products and brand–s. Steve Jobs Here’s another example. A reporter for Rolling Stone once asked Jobs what he thought of Apple’s market share being “stuck “at 5%. Jobs responded, “Our market share is greater than BMW or Mercedes and nobody thinks they are going away. As a matter of fact, they’re both highly desirable products and brands.”
d an Ro d adr Ro u adr nn n er n S u S p u er p co c mp o u mp ter u On June 9, 2008, IBM issued a press release touting its superfast supercomputer cal ed Roadrunner. It operates at one petaflop per second.
What’s a petaflop? One thousand tril ion calculations per second. IBM knew the number would be meaningless. It’s simply too big. So IBM added the following description to its press release… What’s a petaflop?
petaflop = 1,000 of today’s fastest laptops 1.5 MILES HIGHER
Reveal a Holy Shit Moment
People will forget what you said, people will forget what you did, but people will never forget how you made them feel. –Maya Angelou
MacBook Air • We are real y excited to: – Introduce a really thin, light notebook computer – It has a 13.3 inch wide screen display – Backlit keyboard – Intel Processor Let’s return to MacBook Air. In January, 2008, Steve Jobs could have described it as most people would: “We’re real y excited to introduce a real y thin, light notebook computer. It has a 13.3 inc wide screen display, backlit keyboard and Intel processor…blah blah blah.
Instead, he created an experience. The one moment in the presentation that he knew people would be talking about. He introduced the World’s Thinnest Notebook
By the way, the Holy Shit moment was completely planned – press releases had been written, web site landing pages created and advertisements ready to run. Jobs raises a product launch to art form
His flair for drama can be traced back twenty five years earlier to the launch of the first Macintosh in 1984. When he unveiled the Macintosh, he removed it from inside a draped box, and let it “speak for itself.”
DOPAMINE EMOTIONAL LY CHARGED EVENT According to John Medina, “The brain doesn’t pay attention to boring things.” When the brain detects an emotional y charged event, the amygdala releases dopamine into the system… dopamine greatly aids memory and information processing. It’s like a mental post-it note that tel s your brain, remember this.
EMOTIONALLY CHARGED EVENT Create an emotional y charged event ahead of time. Identify the one thing you want your audience to remember and to talk about long after your presentation is over.
Every slide was written like a piece of poetry –Paul Vais
Master Stage Presence
Steve Jobs has a commanding presence. His voice, gestures and body language communicate authority, confidence and energy.
Open posture Hand gestures
Body Language Vocal Tone 63% Body language, delivery, al very important. Cisco did some studies and found that body language and vocal tone account for about 63% of communication. That confirms other studies that found the majority of the impression we make has little to do with the actual words. Of course, you can’t improve your body language and vocal delivery unless you..
Steve Jobs rehearses for many hours over many days. A BusinessWeek reporter who profiled Jobs wrote, “His sense of informality comes after grueling hours of practice.” When is the last time you devoted hours of grueling practice to a presentation? His sense of informality comes after grueling hours of practice. –BusinessWeek
For two ful days before a presentation, Jobs wil practice the entire presentation, asking for feedback from product managers in the room. For 48 hours, al of his energy is directed at making the presentation the perfect embodiment of Apple’s messages.
Quality and Excellence But the actual process begins weeks in advance and he is very demanding. One employee noted Steve Jobs has little or no patience for anything but excel ence. He is single minded, almost manic, in his pursuit of quality and excel ence.
10,000 HOURS Steve Jobs is not a natural. He works at it. Malcolm Gladwel writes in Outliers that people at the very top don’t work harder than everyone else. They work much, much harder. In fact, Gladwel quotes neuroscientists who believe that 10,000 hours of practice is required to become world class at a particular skil --whether it’s surgery, shooting baskets, or public speaking.
Let’s do the math and I’ll show you why I don’t think Steve Jobs is a born speaker.
1974 1984 1997 2007 I believe he improved substantial y as a speaker every ten years. In 1974, Steve Jobs and his friend, Steve Wozniak would attend meetings of the Homebrew club, a computer hobbyist club in Silicon Val ey. Together they started sharing their ideas and Apple was soon formed.
1974 1984 1997 2007 Ten years later, 1984, Jobs gave a magnificent presentation when he launched the first Mactintosh. But his style was stiff compared to the Steve Jobs of today – he stood behind a lectern and read from a script.
1974 1984 1997 2007 A decade later, in 1997, Jobs returned to Apple after an 11-year absence. He was more polished and more natural than in previous years. He began to create more visual y engaging slides.
1974 1984 1997 2007 Ten years later, 2007, Jobs took the stage at Macworld to introduce the iPhone. It was without question his greatest presentation to date – from start to finish. He hit a home run. But he was a vastly more comfortable presenter than he was twenty years earlier. The more he presents, the better he gets.
Wear the Appropriate Costume
Steve Jobs is the anti-Cher. Where Cher wil change costumes 140 times in one show, Jobs has one costume that he wears for every presentation – a black mock, blue jeans and running shoes. Now, why can he get away with it? Because he’s Steve Jobs. Seriously, when you invent revolutionary computers, music players and Smart Phones, your audience wil give you permission to dress anyway you want.
One More Thing
Have Fun HAVE FUN! Most presenters lose sight of the fact that audiences want to be informed and entertained. A Jobs presentation is infotainment – he teaches his audience something new, reveals new products and has fun doing it.
During a technical glitch at Macworld 2007, Jobs paused and told a funny story about a prank he and Steve Wozniak played on Woz’s college buddies. The glitch was fixed and Jobs moved on. That’s cool confidence.
You’re time is limited so don’t waste it living someone else’s life. Don’t be trapped by dogma—which is living with the result of other people’s thinking. Don’t let the noise of others’ opinions drown out your own inner voice. – Steve Jobs
Stay Hungry. Stay Foolish. – Steve Jobs I’d like to end with a piece of advice that Steve Jobs offered Stanford graduates during a commencement speech in 2005. He was talking about the lessons he learned after doctors discovered that he had pancreatic cancer. “You’re time is limited so don’t waste it living someone else’s life. Don’t be trapped by dogma—which is living with the result of other people’s thinking. Don’t let the noise of others’ opinions drown out your own inner voice. Stay hungry, stay foolish.”