Secrets of Apple founder Steve Jobs
A book in 1 page… Every professional needs to present to an audience at some point (an important sales meeting, a conference or event, a board meeting). The key to delivering an effective presentation lies in a few key secrets. Read on…
Apple co-founder Steve Jobs was one of the world’s most astonishing presenters.
He electrified his audience with incomparable style and showmanship. He didn’t just convey information. Instead, he told a story, painted a picture, and shared a vision. He offered his audience a transformative experience that was unique, inspiring and unforgettable. Now you can learn the exact techniques that have made Jobs the most captivating communicator on the world stage.
The Presentation Secrets of Steve Jobs
The Presentation Secrets of Steve Jobs: How to Be Insanely Great in Front of Any Audience, by Carmine Gallo is a Wall Street Journal Bestseller. The book gives step-by-step, easy to understand guidelines to follow the same crowd-pleasing techniques that Steve Jobs used during his presentations.
Key take aways from the book:
Plan your presentation with pen and paper.
Begin by storyboarding your presentation. Steve Jobs spent his preparation time brainstorming, sketching and white-boarding before he creating his presentation.
We all love a superhero.
Create a villain (problem) that allows the audience to rally around the hero (you and your product/service). A ‘villain’ doesn’t have to be a competitor. It can be a problem in need of a solution.
Focus your story on benefits.
Your audience only cares about how your service will benefit them so lead with benefits rather than credentials and capabilities.
Stick to the rule of three for presentations.
Neuroscientists have found that humans can only consume 3 or 4 chunks of information in short term memory. You might have 20 points to make, but your audience is only capable of retaining 3 or 4. Give them too many points and they’ll forget everything you’ve said.
Use simple visual slides.
Steve Jobs presentation slide are strikingly simple, visual, and yes, devoid of bullet points. When Jobs introduced the MacBook Air, no words could replace a photo of a hand pulling the notebook computer out of an interoffice manila envelope.
Create a tweetable for each idea.
Create a single headline sentence description for every idea that fits in a 140-character Twitter post. An example, for the introduction of the MacBook Air in January, 2008, Jobs said that is it simply, “The world’s thinnest notebook”. (Hint create a twitter #hashtag for your event / presentation and encourage audience members to use it.)
Include a demo.
Neuroscientists have discovered that the brain gets bored easily. Steve Jobs doesn’t give you time to lose interest. 10 minutes into a presentation he’s often demonstrating a new product or feature and having fun doing it. When he introduced the iPhone at Macworld 2007, Jobs demonstrated how Google Maps (GOOG) worked on the device. He pulled up a list of Starbucks (SBUX) stores in the local area and said, “Let’s call one.” When someone answered, Jobs said: “I’d like to order 4,000 lattes to go, please. No, just kidding.”
Sell the drama by adding a WOW moment.
Every Steve Jobs presentation has one moment that neuroscientists call an “emotionally charged event.” The emotionally charged event is the equivalent of a mental post-it note that tells the brain, Remember this! For example, Jobs could haveannouced that Apple was unveiling a new mobile phone that also played music, games and video. BUT instead he built up the drama. “Today, we are introducing 3 revolutionary products…”
It’s not about numbers, it’s about what the numbers mean.
Jobs always put large numbers into a context that was relevant to his audience. The bigger the number, the more important it is to find analogies or comparisons that make the data relevant to your audience.
Show your enthusiasm.
Most presenters show too little passion. Steve Jobs uses descriptive, emotive language that appeals to your right brain. Yes, a presentation on medical treatments is different than a selling the new Apple product, but in each case the appropriate level of enthusiasm can make all the difference. Find your own level of passion and bring that honest enthusiasm for the audience to see.
Practice, practice, practice.
Steve Jobs spent hours rehearsing every facet of his presentation. Every slide was written like a piece of poetry, every presentation staged like a theatrical experience. Steve Jobs made a presentation look effortless but that polish came after hours and hours of arduous practice.
And one more thing…
Finish with one final point as an added bonus.
Carmine uses the same examples throughout his book as he does in the video below.
Grab a coffee a take a few minutes to watch him explain Steve Job’s secrets to a great presentation.
And watch the man himself introduce the 1st iphone…