Presentation secrets of steve jobs


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I enjoyed reading this book and learnt a lot. I am sure this will definitely help you in improving your presentation style and become a better public speakers. For more articles on Personal Development / Success / Goals /Time Management / Reading/Habits....log on to

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  • Million Dollar Question of the customer: Why should I care? Honor the audience, talk about them not about you & your company.
  • Twitter headlines are restricted to 140 characters and are written in S+V+O format. World’s thinnest notebook! Today Apple reinvents the phone! 1000 songs in your pocket! Twice as fast at half the price!
  • Teen Diwaren Teen Kaidi Three idiots The Three Masketeres Three Stories in ‘Dil Chahta Hai’ Three characters in ‘Zindagi Na Milegi Dobara’ IBM’s Three Letter Acronyms (TLAs) While drawing a road map for some reason three just works – give an audience too much and they’ll forget it all, give them too little and you won’t have much to talk about. You can give more information on a website, in a handout, but stick to three in conversation.
  • who’s the villain in the story? Create a villain – a competitor, or a problem in need of a solution – that allows the audience to rally around the hero – i.e. you and your product. And allows the hero to save the day. IBM & Microsft were most common antagonists for Steve Jobs product launches. But when he launched phone the antagonists were Motorola & Nokia.
  • Have something for all three types of learners – Auditory, Kinesthics & Visual. Attention spans are getting smaller. Hence the old format of get the attention and deliver will not work. You need to keep on getting attention very frequently.
  • 5 GB Storage Space Vs 1000 Songs in your pocket. We have sold 4 million iPhones to date. If you divide four million by 200 days, that is 20,000 iPhones every day on average. A CD Player costs about $75 and holds about 10 to 15 songs on a CD. That’s about $5 a song. You can buy a flash player for $150. It holds about 10 to 15 songs that is about $10 a song. We are introducing a product today and that will make you stand out and enjoy unlimited music. 1000 Songs in your pocket. Once an interviewer on news channel asked Steve that your market share is stuck at just 5% in computer industry are you feeling threatened? Steve answered, ‘Our market share is greater than BMW or Mercedes in the car industry. Yet, no one thinks BMW or Mercedes is going out of the market or they are threatened by other car players. As a matter of fact both are highly desirable brands and after all 5% means multi million sales for us’. Twice as fast at half the price. iPod: 7500 Songs or 25000 photographs or 75 hrs of video. Today we are announcing the first 12 GB memory card for cell phones. It has 50 billion transistors. Think of each transistor as an ant: if you were to put 50 billion ants end to end, they would circle the globe twice. What does that mean to you? Enough memory to store 6 hours of movies. Enough memory to listen to music while travelling to moon and……… come back.” Intel CEO’s analogy of Ithaca & Europe at the time of launching i7 (29000 transistors to 730 million transistors) In nutshell---------make numbers meaningful. IBM launched a superfast supercomputer called ‘Roadrunner’ on 9 th June 2008: It operates at petaflop per second. Do you understand petaflop? No. Its one thousand trillion calculations per second. That’s roughly equivalent to the combined power of 100,000 of today’s fastest laptop computers. You need a stack of laptops 1.5 miles high to match the Roadrunner’s performance.
  • Lexical Density: How easy or difficult text is to read. Text with low density is more easily understood. Lower percentage is better. Fog Index: The number of years of education a reader theoretically requires to understand the text. Short sentences written in plain English receive better score than sentences written in complicated language. Gates is obtuse. Jobs is clear. Gates is abstract. Jobs is tangible. Gates is complex. Jobs is simple. Insecure managers create complexity. - Jack Welch Let us pretend we are in high school, take me through the basics. – Jack Welch Clear, concise and zippy language will help transform your prospectus into customers and customers into evangelists.
  • Steve on stage with Intel CEO Paul Otellini. ‘ Steve I wanted to report that Intel is ready,’ Otellini said as he handed jobs the Wafer (material from which the chips are made) and shook hands. ‘Apple is ready too’, said Steve Jobs. We started a partnership a year ago to make this happen’, Jobs told the audience. ‘Our teams have worked hard together to make this happen in record time. It has been incredible to see how our engineers have bonded and how well it has gone’. Otellini credited the Apple in turn. The two men shook their hands again and Otellini left the stage. Steve then turned to the audience that Apple would be rolling out the first Mac with Intel Processors not in June as originally announced but today.’ The fundamental principal behind is ‘the mind craves variety’. Steve shares stage with CEOs of partnering companies, employees, customers, celebrities and media persons as well.
  • Steve transforms his presentations into interesting multi sensory experience. He uses as many props as he can and the list includes: Demo of the product Short Simple (focuses on one or two qualities) Sweet – show the hottest features which differentiate your product Swift – a good demo is fast paced Substantial – How it offers a solution to the customer’s problem? Sharing the stage with CEOs, media, customers and employees
  • Emotionally Charged Event – it tells the mind that remember this or people call it key take away points.
  • Eye Contact – Research discovered that eye contact is associated with Honesty, Confidence, Sincerity and trustworthiness. Open Posture – It shows that you are friendly with your audience and customers while standing behind lectern shows that you are afraid of audience and do not have confidence on yourself. Hands Gestures – McNeil has found that Very disciplined, Rigorous and Confident leaders use their hands to make great gestures. Inflection Rate Volume Pauses
  • Spontaneity is the result of planned practice. He does deliberative practice for many many hours to make it look effortless and natural. Dr K Anders Ericsson found out in his research on top achievers in all walks of life that these people set specific goals, ask for feedback and continually strive to improve over the long run. There are no naturals. Steve Jobs is an extra-ordinary presenter because he works at it. According to Malcolm Gladwell in ‘Outlier’ says that once a musician has the ability to get into top music school, the thing that distinguishes one performer from other is how hard s/he works. People on top do not work harder or much harder than other people. They work much, much and much harder. 10,000 Hours of practice is required to become world class at anything. Record yourself and watch: Eye contact Body Language Filler Words: Awareness is more than 90% of the solution. Vocal Delivery Energy
  • Steve Jobs has fun in the presentations.
  • Presentation secrets of steve jobs

    1. 1. Presentation Secrets of Steve Jobs
    2. 2. Why bother to present? <ul><li>A person can have the greatest idea in the world – completely different and novel – but if that person can’t convince enough other people, it doesn’t matter. </li></ul><ul><li>- Gregory Berns </li></ul>
    3. 3. Why bother to present? <ul><li>As soon as you move one step up from the bottom your effectiveness depends on your ability to reach others through spoken and written words. </li></ul><ul><li>- Peter Drucker </li></ul>
    4. 4. Learning Objectives <ul><li>Craft messages </li></ul><ul><li>Present ideas </li></ul><ul><li>Generate excitement for a product </li></ul><ul><li>Deliver a memorable experience </li></ul><ul><li>Create customers as evangelists </li></ul>
    5. 5. The Book <ul><li>ACT1: CREATE THE STORY </li></ul><ul><li>SCENE 1 Plan in Analog </li></ul><ul><li>SCENE 2 Answer the One Question That Matters Most </li></ul><ul><li>SCENE 3 Develop a Messianic Sense of Purpose </li></ul><ul><li>SCENE 4 Create Twitter Like Headlines </li></ul><ul><li>SCENE 5 Draw a Roadmap </li></ul><ul><li>SCENE 6 Introduce the Antagonist </li></ul><ul><li>SCENE 7 Reveal the Conquering Hero </li></ul><ul><li>ACT2: DELIVER THE EXPERIENCE </li></ul><ul><li>SCENE 8 Channel Their Inner Zone </li></ul><ul><li>SCENE 9 Dress Up Your Numbers </li></ul><ul><li>SCENE 10 Use ‘Amazingly Zippy’ Words </li></ul><ul><li>SCENE 11 Share the Stage </li></ul><ul><li>SCENE 12 Stage Your Presentation With Props </li></ul><ul><li>SCENE 13 Reveal a Holy Shit Moment </li></ul><ul><li>ACT3: REFINE & REPHRASE </li></ul><ul><li>SCENE 14 Master Stage Presence </li></ul><ul><li>SCENE 15 Make it Look Effortless </li></ul><ul><li>SCENE 16 Wear the Appropriate Costume </li></ul><ul><li>SCENE 17 Toss the Script </li></ul><ul><li>SCENE 18 Have Fun </li></ul>
    6. 6. Scene 1 Plan in Analog <ul><li>Bullets kill </li></ul><ul><li>Nine elements of great presentations </li></ul><ul><ul><li>Headline </li></ul></ul><ul><ul><li>Passion Statement </li></ul></ul><ul><ul><li>Three Key Messages </li></ul></ul><ul><ul><li>Metaphors & Analogies </li></ul></ul><ul><ul><li>Demonstrations </li></ul></ul><ul><ul><li>Partners </li></ul></ul><ul><ul><li>Customer Evidence & 3 rd Party Endorsements </li></ul></ul><ul><ul><li>Video Clips </li></ul></ul><ul><ul><li>Flip Charts & Props </li></ul></ul>
    7. 7. Scene 2 Answer the One Question That Matters the Most <ul><li>Why should I care? </li></ul>
    8. 8. Scene 3 Develop a Messianic Sense of Purpose We are here to put a dent in the universe. - Steve Jobs
    9. 9. Scene 4 Create Twitter-Like Headlines
    10. 10. Scene 5 Draw a Road Map
    11. 11. Scene 6 Introduce the Antagonist IBM wants it all. Apple will be the only company to stand in its way. - Steve while launching Mac in 1984
    12. 12. Scene 7 Reveal the Conquering Hero
    13. 13. Scene 8 Channel Their Inner Zen <ul><li>Simple, Visual & Engaging </li></ul><ul><li>Style: Informs, educates & entertains the audience. </li></ul>
    14. 14. Scene 9 Dress Up Your Numbers Specific , Relevant & Contextual
    15. 15. Scene 10 Use Amazingly Zippy Words We made the buttons on the screen look so good, you will want to lick them. - Steve Jobs on launch of OS X
    16. 16. Scene 10 Use Amazingly Zippy Words <ul><li>Language Complexity: Steve Jobs Vs Bill Gates </li></ul>2007 2008 Measure Steve Jobs, Macworld Bill Gates, CES Avg Words / Sentence 10.5 21.6 Lexical Density 16.5% 21.0% Hard Words 2.9% 5.11% Fog Index 5.5 10.7 Measure Steve Jobs, Macworld Bill Gates, CES Avg Words / Sentence 13.79 18.23 Lexical Density 15.76% 24.52% Hard Words 3.18% 5.2% Fog Index 6.79 9.37
    17. 17. Scene 11 Share the Stage
    18. 18. Scene 12 Stage Your Presentation With Props Boring Presentations Interesting Multi-sensory Experience & Media Events
    19. 19. Scene 13 Reveal a Holy Shit Moment <ul><li>People will forget what you said, people will forget what you did but people will never forget how you made them feel. - Maya Angelou </li></ul>
    20. 20. Scene 14 Master Stage Presence <ul><li>Body Language </li></ul>
    21. 21. Scene 15 Make it Look Effortless
    22. 22. Scene 16 Wear the Appropriate Costume
    23. 23. Scene 17 Toss The Scripts <ul><li>Its okay to be casual. Its okay to have fun. Its okay to make people laugh. Its okay to wow your product . Its okay to go out of the way. Its okay to share the stage. Its okay to express your feelings and make people express theirs. </li></ul>
    24. 24. Scene 18 Have Fun
    25. 25. Read articles by Kulothia on Insanely Great Thanks