The presentation secrets of jobs

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  •  \nAct 1: Create the Story\n \n
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  • Develop a Messianic Sense of Purpose\n
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  • Steve Jobs and John Sculley\n“Do you want to spend the rest of your life selling sugared water or do you want a chance to change the world?”\n
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  • Truly great presenters like Steve Jobs visualize, plan and create ideas on paper (or whiteboards) well before they open the presentation software.\n
  • Design experts recommend that presenters spend the majority of their time thinking, sketching and scripting. Nancy Duarte recommends that a presenter spend 90 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. \n
  • Design experts recommend that presenters spend the majority of their time thinking, sketching and scripting. Nancy Duarte recommends that a presenter spend 90 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. \n
  • Design experts recommend that presenters spend the majority of their time thinking, sketching and scripting. Nancy Duarte recommends that a presenter spend 90 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. \n
  • Design experts recommend that presenters spend the majority of their time thinking, sketching and scripting. Nancy Duarte recommends that a presenter spend 90 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. \n
  • Design experts recommend that presenters spend the majority of their time thinking, sketching and scripting. Nancy Duarte recommends that a presenter spend 90 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. \n
  • Design experts recommend that presenters spend the majority of their time thinking, sketching and scripting. Nancy Duarte recommends that a presenter spend 90 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. \n
  • Design experts recommend that presenters spend the majority of their time thinking, sketching and scripting. Nancy Duarte recommends that a presenter spend 90 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. \n
  • Design experts recommend that presenters spend the majority of their time thinking, sketching and scripting. Nancy Duarte recommends that a presenter spend 90 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. \n
  • Design experts recommend that presenters spend the majority of their time thinking, sketching and scripting. Nancy Duarte recommends that a presenter spend 90 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. \n
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  • MacBook Air. The world’s thinnest notebook.\n
  • iPod. One thousand songs in your pocket.\n
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  • One of Steve Jobs’s favorite presentation metaphors is a three-act play. So in true Steve Jobs fashion, I’d like to introduce these concepts in three parts:\n \nAct 1: Create the Story\n \nAct 2: Deliver the Experience\n \nAct 3: Refine and Rehearse\n
  • One of Steve Jobs’s favorite presentation metaphors is a three-act play. So in true Steve Jobs fashion, I’d like to introduce these concepts in three parts:\n \nAct 1: Create the Story\n \nAct 2: Deliver the Experience\n \nAct 3: Refine and Rehearse\n
  • One of Steve Jobs’s favorite presentation metaphors is a three-act play. So in true Steve Jobs fashion, I’d like to introduce these concepts in three parts:\n \nAct 1: Create the Story\n \nAct 2: Deliver the Experience\n \nAct 3: Refine and Rehearse\n
  • Now, 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. \n
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  • In every classic story, the hero fights the villain. The same storytelling principle applies to every Steve Jobs presentation. \n
  • In 1984 when he introduced the Macintosh, Big Blue, IBM represented the villain. \n
  • In 1984 when he introduced the Macintosh, Big Blue, IBM represented the villain. \n
  • Introducing an antagonist (the problem) rallies the audience around the hero. \n
  • Introducing an antagonist (the problem) rallies the audience around the hero. \n
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  • Simplicity\nA Steve Jobs presentation is strikingly simple, highly visual and completely devoid of bullet points. \n
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  • That’s right – no bullet points. Ever. New research into cognitive functioning—how the brain retains information--proves that bullet points are the least effective way to deliver important information. \n
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  • Psychologists call it: Picture Superiority Effect (PSE)\n
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  • According to John Medina, your brain interprets every letter as a picture so wordy slides literally choke your brain. \n
  • According to John Medina, your brain interprets every letter as a picture so wordy slides literally choke your brain. \n
  • Let’s take a look at how Steve Jobs simplifies complex information. \n
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  • Lexical density\nSeattle Post Intelligencer ran transcripts through a software tool intended to measure “lexical density,” how difficult or easy it was to understand the language. The tool measured things like average number of words per sentence, number of hard words, how many years of education are required to understand the language. They ran two pieces of text through the tool: Steve Jobs Macworld 2007 and Bill Gates CES 2007. Jobs’s words are simpler, phrases less abstract, and uses fewer words per sentence. He was much easier to understand.\n\nStrive for simplicity – in slides and message.\n
  • Lexical density\nSeattle Post Intelligencer ran transcripts through a software tool intended to measure “lexical density,” how difficult or easy it was to understand the language. The tool measured things like average number of words per sentence, number of hard words, how many years of education are required to understand the language. They ran two pieces of text through the tool: Steve Jobs Macworld 2007 and Bill Gates CES 2007. Jobs’s words are simpler, phrases less abstract, and uses fewer words per sentence. He was much easier to understand.\n\nStrive for simplicity – in slides and message.\n
  • Lexical density\nSeattle Post Intelligencer ran transcripts through a software tool intended to measure “lexical density,” how difficult or easy it was to understand the language. The tool measured things like average number of words per sentence, number of hard words, how many years of education are required to understand the language. They ran two pieces of text through the tool: Steve Jobs Macworld 2007 and Bill Gates CES 2007. Jobs’s words are simpler, phrases less abstract, and uses fewer words per sentence. He was much easier to understand.\n\nStrive for simplicity – in slides and message.\n
  • Lexical density\nSeattle Post Intelligencer ran transcripts through a software tool intended to measure “lexical density,” how difficult or easy it was to understand the language. The tool measured things like average number of words per sentence, number of hard words, how many years of education are required to understand the language. They ran two pieces of text through the tool: Steve Jobs Macworld 2007 and Bill Gates CES 2007. Jobs’s words are simpler, phrases less abstract, and uses fewer words per sentence. He was much easier to understand.\n\nStrive for simplicity – in slides and message.\n
  • Lexical density\nSeattle Post Intelligencer ran transcripts through a software tool intended to measure “lexical density,” how difficult or easy it was to understand the language. The tool measured things like average number of words per sentence, number of hard words, how many years of education are required to understand the language. They ran two pieces of text through the tool: Steve Jobs Macworld 2007 and Bill Gates CES 2007. Jobs’s words are simpler, phrases less abstract, and uses fewer words per sentence. He was much easier to understand.\n\nStrive for simplicity – in slides and message.\n
  • Lexical density\nSeattle Post Intelligencer ran transcripts through a software tool intended to measure “lexical density,” how difficult or easy it was to understand the language. The tool measured things like average number of words per sentence, number of hard words, how many years of education are required to understand the language. They ran two pieces of text through the tool: Steve Jobs Macworld 2007 and Bill Gates CES 2007. Jobs’s words are simpler, phrases less abstract, and uses fewer words per sentence. He was much easier to understand.\n\nStrive for simplicity – in slides and message.\n
  • Lexical density\nSeattle Post Intelligencer ran transcripts through a software tool intended to measure “lexical density,” how difficult or easy it was to understand the language. The tool measured things like average number of words per sentence, number of hard words, how many years of education are required to understand the language. They ran two pieces of text through the tool: Steve Jobs Macworld 2007 and Bill Gates CES 2007. Jobs’s words are simpler, phrases less abstract, and uses fewer words per sentence. He was much easier to understand.\n\nStrive for simplicity – in slides and message.\n
  • Lexical density\nSeattle Post Intelligencer ran transcripts through a software tool intended to measure “lexical density,” how difficult or easy it was to understand the language. The tool measured things like average number of words per sentence, number of hard words, how many years of education are required to understand the language. They ran two pieces of text through the tool: Steve Jobs Macworld 2007 and Bill Gates CES 2007. Jobs’s words are simpler, phrases less abstract, and uses fewer words per sentence. He was much easier to understand.\n\nStrive for simplicity – in slides and message.\n
  • Lexical density\nSeattle Post Intelligencer ran transcripts through a software tool intended to measure “lexical density,” how difficult or easy it was to understand the language. The tool measured things like average number of words per sentence, number of hard words, how many years of education are required to understand the language. They ran two pieces of text through the tool: Steve Jobs Macworld 2007 and Bill Gates CES 2007. Jobs’s words are simpler, phrases less abstract, and uses fewer words per sentence. He was much easier to understand.\n\nStrive for simplicity – in slides and message.\n
  • \n
  • For example when Steve Jobs introduced the iPod in 2001, he said it came with a 5GB of memory. He made the number more meaningful by saying 5GB provided enough storage for 1,000 songs. He broke it down even further by saying you could carry 1,000 songs “in your pocket.”\n\nJobs always breaks down numbers to make them more interesting and meaningful.\n
  • For example when Steve Jobs introduced the iPod in 2001, he said it came with a 5GB of memory. He made the number more meaningful by saying 5GB provided enough storage for 1,000 songs. He broke it down even further by saying you could carry 1,000 songs “in your pocket.”\n\nJobs always breaks down numbers to make them more interesting and meaningful.\n
  • For example when Steve Jobs introduced the iPod in 2001, he said it came with a 5GB of memory. He made the number more meaningful by saying 5GB provided enough storage for 1,000 songs. He broke it down even further by saying you could carry 1,000 songs “in your pocket.”\n\nJobs always breaks down numbers to make them more interesting and meaningful.\n
  • 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.”\n
  • 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.”\n
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  • What’s a petaflop? One thousand trillion 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:\n
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  • Reveal a Holy Shit Moment\n
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  • The presentation secrets of jobs

    1. 1. This
presenta,on
is
given
live
by
Carmine
Gallo
 but
so
the
knowledge
can
be
shared
in
this
 format,
we’ve
created
notes

for
you
to
read.

    2. 2. Be forewarned—if you pick up this book, your presentations will never be the same again. –Martin Lindstrom, bestselling author of Buyology
    3. 3. 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
    4. 4. Steve
Jobs
is
the
most
cap,va,ng
communicator
on
the
world
stage.
If
you
adopt
just
some
of
his
techniques,
your
ideas
and
presenta,ons
will
stand
out
in
a
sea
of
mediocrity.

    5. 5. Steve
Jobs
is
the
most
cap,va,ng
communicator
on
the
world
stage.
If
you
adopt
just
some
of
his
techniques,
your
ideas
and
presenta,ons
will
stand
out
in
a
sea
of
mediocrity.

    6. 6. Act
1:
Create
the
StoryAct
2:
Deliver
the
ExperienceAct
3:
Refine
and
Rehearse
    7. 7. ACT 1
    8. 8. Develop a Messianic Sense of Purpose
    9. 9. Jobs
has
been
giving
awe‐inspiring
presenta,ons
for
decades.
In
1984,
Jobs
unveiled
the
first
Macintosh.
The
launch
remains
one
of
the
most
drama,c
presenta,ons
in
corporate
history.
    10. 10. Jobs
has
been
giving
awe‐inspiring
presenta,ons
for
decades.
In
1984,
Jobs
unveiled
the
first
Macintosh.
The
launch
remains
one
of
the
most
drama,c
presenta,ons
in
corporate
history.
    11. 11. 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
    12. 12. 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
maUered.”
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.
    13. 13. 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
maUered.”
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.
    14. 14. 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
maUered.” 
 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
    15. 15. Some managers are uncomfortable with expressingemotion about their dreams, but it’s the passion and emotion that will attract and motivate others. – Jim Collins, Built to Last
    16. 16. Plan in Analog
    17. 17. The single most important thing you can do to dramaticallyimprove your presentations is to have a story to tell before you work on your PowerPoint le. – Cliff Atkinson, Beyond Bullet Points
    18. 18. Truly
great
presenters
like
Steve
Jobs
visualize,
plan
and
create
ideas
on
paper
(or
whiteboards)
well
before
they
open
the
presenta,on
so[ware.
    19. 19. Truly
great
presenters
like
Steve
Jobs
visualize,
plan
and
create
ideas
on
paper
(or
whiteboards)
well
before
they
open
the
presenta,on
so[ware.
    20. 20. Design
experts
recommend
that
presenters
spend
the
majority
of
their
,me
thinking,
sketching
and
scrip,ng.
Nancy
Duarte
recommends
that
a
presenter
spend
90
hours
crea,ng
an
hour
long
presenta,on
with
30
slides.
But
only
one
third
of
that
,me
is
spent
building
slides.
Another
third
is
rehearsing,
but
the
first
third
is
spent
collec,ng
ideas,
organizing
ideas,
and
sketching
the
story.

    21. 21. Design
experts
recommend
that
presenters
spend
the
 majority
of
their
,me
thinking,
sketching
and
scrip,ng.
 Nancy
Duarte
recommends
that
a
presenter
spend
90
THINKING hours
crea,ng
an
hour
long
presenta,on
with
30
slides.
 But
only
one
third
of
that
,me
is
spent
building
slides.
 Another
third
is
rehearsing,
but
the
first
third
is
spent
 collec,ng
ideas,
organizing
ideas,
and
sketching
the
story.

    22. 22. Design
experts
recommend
that
presenters
spend
the
 majority
of
their
,me
thinking,
sketching
and
scrip,ng.
 Nancy
Duarte
recommends
that
a
presenter
spend
90
THINKING hours
crea,ng
an
hour
long
presenta,on
with
30
slides.
 But
only
one
third
of
that
,me
is
spent
building
slides.
 Another
third
is
rehearsing,
but
the
first
third
is
spent
 collec,ng
ideas,
organizing
ideas,
and
sketching
the
story.
SKETCHING
    23. 23. Design
experts
recommend
that
presenters
spend
the
 majority
of
their
,me
thinking,
sketching
and
scrip,ng.
 Nancy
Duarte
recommends
that
a
presenter
spend
90
THINKING hours
crea,ng
an
hour
long
presenta,on
with
30
slides.
 But
only
one
third
of
that
,me
is
spent
building
slides.
 Another
third
is
rehearsing,
but
the
first
third
is
spent
 collec,ng
ideas,
organizing
ideas,
and
sketching
the
story.
SKETCHINGSCRIPTING
    24. 24. Design
experts
recommend
that
presenters
spend
the
 majority
of
their
,me
thinking,
sketching
and
scrip,ng.
 Nancy
Duarte
recommends
that
a
presenter
spend
90
THINKING hours
crea,ng
an
hour
long
presenta,on
with
30
slides.
 But
only
one
third
of
that
,me
is
spent
building
slides.
 Another
third
is
rehearsing,
but
the
first
third
is
spent
 collec,ng
ideas,
organizing
ideas,
and
sketching
the
story.
SKETCHINGSCRIPTING90 HOURS30 SLIDES
    25. 25. Design
experts
recommend
that
presenters
spend
the
 majority
of
their
,me
thinking,
sketching
and
scrip,ng.
 Nancy
Duarte
recommends
that
a
presenter
spend
90
THINKING hours
crea,ng
an
hour
long
presenta,on
with
30
slides.
 But
only
one
third
of
that
,me
is
spent
building
slides.
 Another
third
is
rehearsing,
but
the
first
third
is
spent
 collec,ng
ideas,
organizing
ideas,
and
sketching
the
story.
SKETCHING BUILDINGSCRIPTING SLIDES90 HOURS30 SLIDES
    26. 26. Design
experts
recommend
that
presenters
spend
the
 majority
of
their
,me
thinking,
sketching
and
scrip,ng.
 Nancy
Duarte
recommends
that
a
presenter
spend
90
THINKING hours
crea,ng
an
hour
long
presenta,on
with
30
slides.
 But
only
one
third
of
that
,me
is
spent
building
slides.
 Another
third
is
rehearsing,
but
the
first
third
is
spent
 collec,ng
ideas,
organizing
ideas,
and
sketching
the
story.
SKETCHING BUILDINGSCRIPTING SLIDES90 HOURS30 SLIDES
    27. 27. Design
experts
recommend
that
presenters
spend
the
 majority
of
their
,me
thinking,
sketching
and
scrip,ng.
 Nancy
Duarte
recommends
that
a
presenter
spend
90
THINKING hours
crea,ng
an
hour
long
presenta,on
with
30
slides.
 But
only
one
third
of
that
,me
is
spent
building
slides.
 Another
third
is
rehearsing,
but
the
first
third
is
spent
 collec,ng
ideas,
organizing
ideas,
and
sketching
the
story.
SKETCHING BUILDINGSCRIPTING REHEARSING SLIDES90 HOURS30 SLIDES
    28. 28. @Laura:
This
presenta,on
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?
    29. 29. MacBook
Air.
The
world’s
thinnest
notebook.
    30. 30. MacBook
Air.
The
world’s
thinnest
notebook.
    31. 31. iPod.
One
thousand
songs
in
your
pocket.
    32. 32. iPod.
One
thousand
songs
in
your
pocket.
    33. 33. Stick to the Rule of 3
    34. 34. Act
1:
Create
the
Story
    35. 35. Act
1:
Create
the
StoryAct
2:
Deliver
the
Experience
    36. 36. Act
1:
Create
the
StoryAct
2:
Deliver
the
ExperienceAct
3:
Refine
and
Rehearse
    37. 37. 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
par,cular
product
knowledge.

    38. 38. 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
par,cular
product
knowledge.

    39. 39. Introduce the Antagonist
    40. 40. In
every
classic
story,
the
hero
fights
the
villain.
The
same
storytelling
principle
applies
to
every
Steve
Jobs
presenta,on.

    41. 41. In
every
classic
story,
the
hero
fights
the
villain.
The
same
storytelling
principle
applies
to
every
Steve
Jobs
presenta,on.

    42. 42. In
1984
when
he
introduced
the
Macintosh,
Big
Blue,
IBM
represented
the
villain.

    43. 43. In
1984
when
he
introduced
the
Macintosh,
Big
Blue,
IBM
represented
the
villain.

    44. 44. In
1984
when
he
introduced
the
Macintosh,
Big
Blue,
IBM
represented
the
villain.

    45. 45. Introducing
an
antagonist
(the
problem)
rallies
the
audience
around
the
hero.

    46. 46. Introducing
an
antagonist
(the
problem)
rallies
the
audience
around
the
hero.

    47. 47. Introducing
an
antagonist
(the
problem)
rallies
the
audience
around
the
hero.

    48. 48. ACT 2
    49. 49. A
Steve
Jobs
presenta,on
is
strikingly
simple,
highly
visual
and
completely
devoid
of
bullet
points.

    50. 50. A
Steve
Jobs
presenta,on
is
strikingly
 simple,
highly
visual
and
completely
devoid
 of
bullet
points.
Eliminate clutter
    51. 51. Simplicity is the ultimate sophistication. –Steve Jobs
    52. 52. That’s
right
–
no
bullet
points.
Ever.
New
research
into
cogni,ve
func,oning—how
the
brain
retains
informa,on‐‐proves
that
bullet
points
are
the
least
effec,ve
way
to
deliver
important
informa,on.

    53. 53. That’s
right
–
no
bullet
points.
Ever.
New
research
into
cogni,ve
func,oning—how
the
brain
retains
informa,on‐‐proves
that
bullet
points
are
the
least
effec,ve
way
to
deliver
important
informa,on.

    54. 54. John
Medina
says
the
average
PPT
slide
has
forty
words.

    55. 55. John
Medina
says
the
average
PPT
slide
has
 forty
words.
Average PPT Slide:
    56. 56. John
Medina
says
the
average
PPT
slide
has
 forty
words.
Average PPT Slide: 40 words
    57. 57. 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.
    58. 58. 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
    59. 59. 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.
    60. 60. 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.
    61. 61. Psychologists
call
it:
Picture
Superiority
Effect
(PSE)
    62. 62. Psychologists
call
it:
Picture
Superiority
Effect
(PSE)Picture Superiority Effect (PSE)
    63. 63. If
informa,on
is
presented
orally,
people
remember
about
10%
of
the
content
72
hours
later.
That
figure
goes
up
to
65%
if
you
add
a
picture.
    64. 64. If
informa,on
is
presented
orally,
people
remember
 about
10%
of
the
content
72
hours
later.
That
figure
 goes
up
to
65%
if
you
add
a
picture.BIRD10%
    65. 65. If
informa,on
is
presented
orally,
people
remember
 about
10%
of
the
content
72
hours
later.
That
figure
 goes
up
to
65%
if
you
add
a
picture.BIRD10% 65%
    66. 66. According
to
John
Medina,
your
brain
interprets
every
leUer
as
a
picture
so
wordy
slides
literally
choke
your
brain.

    67. 67. According
to
John
Medina,
your
brain
interprets
every
leUer
as
a
picture
so
wordy
slides
literally
choke
your
brain.
 B
    68. 68. According
to
John
Medina,
your
brain
interprets
every
leUer
as
a
picture
so
wordy
slides
literally
choke
your
brain.
 B
    69. 69. Let’s
take
a
look
at
how
Steve
Jobs
simplifies
complex
informa,on.

    70. 70. Let’s
take
a
look
at
how
Steve
Jobs
simplifies
 complex
informa,on.
Simpli es Complex Information
    71. 71. Here
is
an
example
of
how
a
mediocre
presenter
would
launch
the
MacBook
Air.
They
would
try
to
squeeze
every
piece
of
informa,on
onto
one
slide
–
along
with
different
font
styles,
colors,
etc.

    72. 72. 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?
Challenge
yourself
to
use
fewer
words
and
more
visuals.
It
does
take
more
thought,
but
you’ll
never
deliver
an
Apple
worthy
presenta,on
if
don’t.

    73. 73. 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?
Challenge
yourself
to
use
fewer
words
and
more
visuals.
It
does
take
more
thought,
but
you’ll
never
deliver
an
Apple
worthy
presenta,on
if
don’t.

    74. 74. 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?
Challenge
yourself
to
use
fewer
words
and
more
visuals.
It
does
take
more
thought,
but
you’ll
never
deliver
an
Apple
worthy
presenta,on
if
don’t.

    75. 75. SeaUle
Post
Intelligencer
ran
transcripts
through
a
so[ware
tool
intended
to
measure
“lexical
density,”
how
difficult
or
easy
it
was
to
understand
the
language.
They
ran
two
pieces
of
text
through
the
tool:
Steve
Jobs
Macworld
2007
and
Bill
Gates
CES
2007.
Jobs’s
words
are
simpler,
phrases
less
abstract,
and
uses
fewer
words
per
sentence.
He
was
much
easier
to
understand.
    76. 76. Lexical Density-SeaUle
Post
Intelligencer
ran
transcripts
through
a
so[ware
tool
intended
to
measure
“lexical
density,”
how
difficult
or
easy
it
was
to
understand
the
language.
They
ran
two
pieces
of
text
through
the
tool:
Steve
Jobs
Macworld
2007
and
Bill
Gates
CES
2007.
Jobs’s
words
are
simpler,
phrases
less
abstract,
and
uses
fewer
words
per
sentence.
He
was
much
easier
to
understand.
    77. 77. Lexical Density-SeaUle
Post
Intelligencer
ran
transcripts
through
a
so[ware
tool
intended
to
measure
“lexical
density,”
how
difficult
or
easy
it
was
to
understand
the
language.
They
ran
two
pieces
of
text
through
the
tool:
Steve
Jobs
Macworld
2007
and
Bill
Gates
CES
2007.
Jobs’s
words
are
simpler,
phrases
less
abstract,
and
uses
fewer
words
per
sentence.
He
was
much
easier
to
understand.
    78. 78. Lexical Density-SeaUle
Post
Intelligencer
ran
transcripts
through
a
so[ware
tool
intended
to
measure
“lexical
density,”
how
difficult
or
easy
it
was
to
understand
the
language.
They
ran
two
pieces
of
text
through
the
tool:
Steve
Jobs
Macworld
2007
and
Bill
Gates
CES
2007.
Jobs’s
words
are
simpler,
phrases
less
abstract,
and
uses
fewer
words
per
sentence.
He
was
much
easier
to
understand.
    79. 79. Lexical Density- SeaUle
Post
Intelligencer
ran
transcripts
through
a
so[ware
 tool
intended
to
measure
“lexical
density,”
how
difficult
or
 easy
it
was
to
understand
the
language.
They
ran
two
pieces
 Simpler of
text
through
the
tool:
Steve
Jobs
Macworld
2007
and
Bill
Less Abstract Gates
CES
2007.
Jobs’s
words
are
simpler,
phrases
less
Fewer Words abstract,
and
uses
fewer
words
per
sentence.
He
was
much
 easier
to
understand.
    80. 80. Lexical Density-SeaUle
Post
Intelligencer
ran
transcripts
through
a
so[ware
tool
intended
to
measure
“lexical
density,”
how
difficult
or
easy
it
was
to
understand
the
language.
They
ran
two
pieces
of
text
through
the
tool:
Steve
Jobs
Macworld
2007
and
Bill
Gates
CES
2007.
Jobs’s
words
are
simpler,
phrases
less
abstract,
and
uses
fewer
words
per
sentence.
He
was
much
easier
to
understand.
    81. 81. Easier to Understand SeaUle
Post
Intelligencer
ran
transcripts
through
a
so[ware
 tool
intended
to
measure
“lexical
density,”
how
difficult
or
 easy
it
was
to
understand
the
language.
They
ran
two
pieces
 of
text
through
the
tool:
Steve
Jobs
Macworld
2007
and
Bill
 Gates
CES
2007.
Jobs’s
words
are
simpler,
phrases
less
 abstract,
and
uses
fewer
words
per
sentence.
He
was
much
 easier
to
understand.
    82. 82. Numbers
don’t
resonate
with
people
un,l
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.


    83. 83. Numbers
don’t
resonate
with
people
un,l
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
    84. 84. 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
interes,ng
and
meaningful.
    85. 85. 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
interes,ng
and
meaningful.
    86. 86. 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
interes,ng
and
meaningful. 5GB 1,000 songs
    87. 87. 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
interes,ng
and
meaningful. 5GB 1,000 songs
    88. 88. 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
maUer
of
fact,
they’re
both
highly
desirable
products
and
brands.”
    89. 89. 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
maUer
of
fact,
they’re
both
highly
desirable
products
and
brands.”
    90. 90. 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. –Steve JobsHere’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
maUer
of
fact,
they’re
both
highly
desirable
products
and
brands.”
    91. 91. On
June
9,
2008,
IBM
issued
a
press
release
tou,ng
its
superfast
supercomputer
called
Roadrunner.
It
operates
at
one
petaflop
per
second.

    92. 92. On
June
9,
2008,
IBM
issued
a
press
release
tou,ng
its
superfast
supercomputer
called
Roadrunner.
It
operates
at
one
petaflop
per
second.

    93. 93. IBM and Roadrunner SupercomputerOn
June
9,
2008,
IBM
issued
a
press
release
tou,ng
its
superfast
supercomputer
called
Roadrunner.
It
operates
at
one
petaflop
per
second.

    94. 94. What’s
a
petaflop?
One
thousand
trillion
calcula,ons
per
second.
IBM
knew
the
number
would
be
meaningless.
It’s
simply
too
big.
So
IBM
added
the
following
descrip,on
to
its
press
release…
    95. 95. What’s
a
petaflop?
One
thousand
trillion
calcula,ons
per
 second.
IBM
knew
the
number
would
be
meaningless.
It’s
 simply
too
big.
So
IBM
added
the
following
descrip,on
to
its
 press
release…What’s a peta op?
    96. 96. peta op =1,000 of today’s fastest laptops
    97. 97. peta op =1,000 of today’s fastest laptops
    98. 98. peta op =1,000 of today’s fastest laptops 1.5 MILES HIGHER
    99. 99. Reveal a Holy Shit Moment
    100. 100. People will forget what you said, people will forgetwhat you did, but people will never forget how you made them feel. –Maya Angelou
    101. 101. Let’s
return
to
MacBook
Air.
In
January,
2008,
Steve
Jobs
could
have
described
it
as
most
people
would:
“We’re
really
excited
to
introduce
a
really
thin,
light
notebook
computer.
It
has
a
13.3
inc
wide
screen
display,
backlit
keyboard
and
Intel
processor…blah
blah
blah.
    102. 102. MacBook
AirLet’s
return
to
MacBook
Air.
In
January,
2008,
Steve
Jobs
could
have
described
it
as
most
people
would:
“We’re
really
excited
to
introduce
a
really
thin,
light
notebook
computer.
It
has
a
13.3
inc
wide
screen
display,
backlit
keyboard
and
Intel
processor…blah
blah
blah.
    103. 103. MacBook
Air• We
are
really
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
really
 excited
to
introduce
a
really
thin,
light
notebook
computer.
It
 has
a
13.3
inc
wide
screen
display,
backlit
keyboard
and
Intel
 processor…blah
blah
blah.
    104. 104. Instead,
he
created
an
experience.
The
one
moment
in
the
presenta,on
that
he
knew
people
would
be
talking
about.
He
introduced
the
World’s
Thinnest
Notebook
    105. 105. Instead,
he
created
an
experience.
The
one
moment
in
the
presenta,on
that
he
knew
people
would
be
talking
about.
He
introduced
the
World’s
Thinnest
Notebook
    106. 106. By
the
way,
the
Holy
Shit
moment
was
completely
planned
–
press
releases
had
been
wriUen,
web
site
landing
pages
created
and
adver,sements
ready
to
run.
Jobs
raises
a
product
launch
to
art
form
    107. 107. By
the
way,
the
Holy
Shit
moment
was
completely
planned
–
press
releases
had
been
wriUen,
web
site
landing
pages
created
and
adver,sements
ready
to
run.
Jobs
raises
a
product
launch
to
art
form
    108. 108. By
the
way,
the
Holy
Shit
moment
was
completely
planned
–
press
releases
had
been
wriUen,
web
site
landing
pages
created
and
adver,sements
ready
to
run.
Jobs
raises
a
product
launch
to
art
form
    109. 109. By
the
way,
the
Holy
Shit
moment
was
completely
planned
–
press
releases
had
been
wriUen,
web
site
landing
pages
created
and
adver,sements
ready
to
run.
Jobs
raises
a
product
launch
to
art
form
    110. 110. By
the
way,
the
Holy
Shit
moment
was
completely
planned
–
press
releases
had
been
wriUen,
web
site
landing
pages
created
and
adver,sements
ready
to
run.
Jobs
raises
a
product
launch
to
art
form
    111. 111. 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.”
    112. 112. 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.”
    113. 113. According
to
John
Medina,
“The
brain
doesn’t
pay
aUen,on
to
boring
things.”
When
the
brain
detects
an
emo,onally
charged
event,
the
amygdala
releases
dopamine
into
the
system…
dopamine
greatly
aids
memory
and
informa,on
processing.
It’s
like
a
mental
post‐it
note
that
tells
your
brain,
remember
this.

    114. 114. DOPAMINE EMOTIONALLY CHARGED EVENTAccording
to
John
Medina,
“The
brain
doesn’t
pay
aUen,on
to
boring
things.”
When
the
brain
detects
an
emo,onally
charged
event,
the
amygdala
releases
dopamine
into
the
system…
dopamine
greatly
aids
memory
and
informa,on
processing.
It’s
like
a
mental
post‐it
note
that
tells
your
brain,
remember
this.

    115. 115. DOPAMINE EMOTIONALLY CHARGED EVENTAccording
to
John
Medina,
“The
brain
doesn’t
pay
aUen,on
to
boring
things.”
When
the
brain
detects
an
emo,onally
charged
event,
the
amygdala
releases
dopamine
into
the
system…
dopamine
greatly
aids
memory
and
informa,on
processing.
It’s
like
a
mental
post‐it
note
that
tells
your
brain,
remember
this.

    116. 116. Create
an
emo,onally
charged
event
ahead
of
,me.
Iden,fy
the
one
thing
you
want
your
audience
to
remember
and
to
talk
about
long
a[er
your
presenta,on
is
over.
    117. 117. EMOTIONALLY CHARGED EVENTCreate
an
emo,onally
charged
event
ahead
of
,me.
Iden,fy
the
one
thing
you
want
your
audience
to
remember
and
to
talk
about
long
a[er
your
presenta,on
is
over.
    118. 118. EMOTIONALLY CHARGED EVENTCreate
an
emo,onally
charged
event
ahead
of
,me.
Iden,fy
the
one
thing
you
want
your
audience
to
remember
and
to
talk
about
long
a[er
your
presenta,on
is
over.
    119. 119. ACT 3
    120. 120. Every slide was written like a piece of poetry –Paul Vais
    121. 121. Master Stage Presence
    122. 122. Steve
Jobs
has
a
commanding
presence.
His
voice,
gestures
and
body
language
communicate
authority,
confidence
and
energy.
    123. 123. Steve
Jobs
has
a
commanding
presence.
His
voice,
gestures
and
body
language
communicate
authority,
confidence
and
energy.
    124. 124. Eye contact
    125. 125. Eye contact 
    126. 126. Eye contact Open postureHand gestures
    127. 127. Body
language,
delivery,
all
very
important.
Cisco
did
some
studies
and
found
that
body
language
and
vocal
tone
account
for
about
63%
of
communica,on.
That
confirms
other
studies
that
found
the
majority
of
the
impression
we
make
has
liUle
to
do
with
the
actual
words.
Of
course,
you
can’t
improve
your
body
language
and
vocal
delivery
unless
you..
    128. 128. Body
language,
delivery,
all
very
important.
Cisco
did
some
studies
and
found
that
body
language
and
vocal
tone
account
for
about
63%
of
communica,on.
That
confirms
other
studies
that
found
the
majority
of
the
impression
we
make
has
liUle
to
do
with
the
actual
words.
Of
course,
you
can’t
improve
your
body
language
and
vocal
delivery
unless
you..
    129. 129. Body LanguageBody
language,
delivery,
all
very
important.
Cisco
did
some
studies
and
found
that
body
language
and
vocal
tone
account
for
about
63%
of
communica,on.
That
confirms
other
studies
that
found
the
majority
of
the
impression
we
make
has
liUle
to
do
with
the
actual
words.
Of
course,
you
can’t
improve
your
body
language
and
vocal
delivery
unless
you..
    130. 130. Body Language Vocal ToneBody
language,
delivery,
all
very
important.
Cisco
did
some
studies
and
found
that
body
language
and
vocal
tone
account
for
about
63%
of
communica,on.
That
confirms
other
studies
that
found
the
majority
of
the
impression
we
make
has
liUle
to
do
with
the
actual
words.
Of
course,
you
can’t
improve
your
body
language
and
vocal
delivery
unless
you..
    131. 131. Body Language Vocal Tone 63%Body
language,
delivery,
all
very
important.
Cisco
did
some
studies
and
found
that
body
language
and
vocal
tone
account
for
about
63%
of
communica,on.
That
confirms
other
studies
that
found
the
majority
of
the
impression
we
make
has
liUle
to
do
with
the
actual
words.
Of
course,
you
can’t
improve
your
body
language
and
vocal
delivery
unless
you..
    132. 132. Practice
    133. 133. Steve
Jobs
rehearses
for
many
hours
over
many
days.
A
BusinessWeek
reporter
who
profiled
Jobs
wrote,
“His
sense
of
informality
comes
a[er
grueling
hours
of
prac,ce.”
When
is
the
last
,me
you
devoted
hours
of
grueling
prac,ce
to
a
presenta,on?
    134. 134. Steve
Jobs
rehearses
for
many
hours
over
many
days.
A
BusinessWeek
reporter
who
profiled
Jobs
wrote,
“His
sense
of
informality
comes
a[er
grueling
hours
of
prac,ce.”
When
is
the
last
,me
you
devoted
hours
of
grueling
prac,ce
to
a
presenta,on?
    135. 135. Steve
Jobs
rehearses
for
many
hours
over
many
days.
A
 BusinessWeek
reporter
who
profiled
Jobs
wrote,
“His
sense
of
 informality
comes
a[er
grueling
hours
of
prac,ce.”
 When
is
the
last
,me
you
devoted
hours
of
grueling
prac,ce
to
a
 presenta,on?His sense of informality comes after grueling hours of practice. –BusinessWeek
    136. 136. For
two
full
days
before
a
presenta,on,
Jobs
will
prac,ce
the
en,re
presenta,on,
asking
for
feedback
from
product
managers
in
the
room.
For
48
hours,
all
of
his
energy
is
directed
at
making
the
presenta,on
the
perfect
embodiment
of
Apple’s
messages.

    137. 137. For
two
full
days
before
a
presenta,on,
Jobs
will
prac,ce
the
en,re
presenta,on,
asking
for
feedback
from
product
managers
in
the
room.
For
48
hours,
all
of
his
energy
is
directed
at
making
the
presenta,on
the
perfect
embodiment
of
Apple’s
messages.

    138. 138. But
the
actual
process
begins
weeks
in
advance
and
he
is
very
demanding.
One
employee
noted
Steve
Jobs
has
liUle
or
no
pa,ence
for
anything
but
excellence.
He
is
single
minded,
almost
manic,
in
his
pursuit
of
quality
and
excellence.
    139. 139. But
the
actual
process
begins
weeks
in
advance
and
he
is
very
demanding.
One
employee
noted
Steve
Jobs
has
liUle
or
no
pa,ence
for
anything
but
excellence.
He
is
single
minded,
almost
manic,
in
his
pursuit
of
quality
and
excellence.
    140. 140. Quality and Excellence But
the
actual
process
begins
weeks
in
advance
and
he
is
very
 demanding.
One
employee
noted
Steve
Jobs
has
liUle
or
no
 pa,ence
for
anything
but
excellence.
He
is
single
minded,
almost
 manic,
in
his
pursuit
of
quality
and
excellence.
    141. 141. Steve
Jobs
is
not
a
natural.
He
works
at
it.
Malcolm
Gladwell
writes
in
Outliers
that
people
at
the
very
top
don’t
work
harder
than
everyone
else.
They
work
much,
much
harder.
In
fact,
Gladwell
quotes
neuroscien,sts
who
believe
that
10,000
hours
of
prac,ce
is
required
to
become
world
class
at
a
par,cular
skill‐‐whether
it’s
surgery,
shoo,ng
baskets,
or
public
speaking.

    142. 142. Steve
Jobs
is
not
a
natural.
He
works
at
it.
Malcolm
Gladwell
writes
in
Outliers
that
people
at
the
very
top
don’t
work
harder
than
everyone
else.
They
work
much,
much
harder.
In
fact,
Gladwell
quotes
neuroscien,sts
who
believe
that
10,000
hours
of
prac,ce
is
required
to
become
world
class
at
a
par,cular
skill‐‐whether
it’s
surgery,
shoo,ng
baskets,
or
public
speaking.

    143. 143. Steve
Jobs
is
not
a
natural.
He
works
at
it.
Malcolm
Gladwell
writes
in
Outliers
that
people
at
the
very
top
don’t
work
harder
than
everyone
else.
They
work
much,
much
harder.
In
fact,
Gladwell
quotes
neuroscien,sts
who
believe
that
10,000
hours
of
prac,ce
is
required
to
become
world
class
at
a
par,cular
skill‐‐whether
it’s
surgery,
shoo,ng
baskets,
or
public
speaking.

    144. 144. 10,000 HOURSSteve
Jobs
is
not
a
natural.
He
works
at
it.
Malcolm
Gladwell
writes
in
Outliers
that
people
at
the
very
top
don’t
work
harder
than
everyone
else.
They
work
much,
much
harder.
In
fact,
Gladwell
quotes
neuroscien,sts
who
believe
that
10,000
hours
of
prac,ce
is
required
to
become
world
class
at
a
par,cular
skill‐‐whether
it’s
surgery,
shoo,ng
baskets,
or
public
speaking.

    145. 145. 10,000 HOURSSteve
Jobs
is
not
a
natural.
He
works
at
it.
Malcolm
Gladwell
writes
in
Outliers
that
people
at
the
very
top
don’t
work
harder
than
everyone
else.
They
work
much,
much
harder.
In
fact,
Gladwell
quotes
neuroscien,sts
who
believe
that
10,000
hours
of
prac,ce
is
required
to
become
world
class
at
a
par,cular
skill‐‐whether
it’s
surgery,
shoo,ng
baskets,
or
public
speaking.

    146. 146. 10,000 HOURSSteve
Jobs
is
not
a
natural.
He
works
at
it.
Malcolm
Gladwell
writes
in
Outliers
that
people
at
the
very
top
don’t
work
harder
than
everyone
else.
They
work
much,
much
harder.
In
fact,
Gladwell
quotes
neuroscien,sts
who
believe
that
10,000
hours
of
prac,ce
is
required
to
become
world
class
at
a
par,cular
skill‐‐whether
it’s
surgery,
shoo,ng
baskets,
or
public
speaking.

    147. 147. 10,000 HOURSSteve
Jobs
is
not
a
natural.
He
works
at
it.
Malcolm
Gladwell
writes
in
Outliers
that
people
at
the
very
top
don’t
work
harder
than
everyone
else.
They
work
much,
much
harder.
In
fact,
Gladwell
quotes
neuroscien,sts
who
believe
that
10,000
hours
of
prac,ce
is
required
to
become
world
class
at
a
par,cular
skill‐‐whether
it’s
surgery,
shoo,ng
baskets,
or
public
speaking.

    148. 148. Let’s
do
the
math
and
I’ll
show
you
why
I
don’t
think
Steve
Jobs
is
a
born
speaker.

    149. 149. Let’s
do
the
math
and
I’ll
show
you
why
I
don’t
think
Steve
Jobs
is
a
born
speaker.

    150. 150. I
believe
he
improved
substan,ally
as
a
speaker
every
ten
years.

In
1974,
Steve
Jobs
and
his
friend,
Steve
Wozniak
would
aUend
mee,ngs
of
the
Homebrew
club,
a
computer
hobbyist
club
in
Silicon
Valley.
Together
they
started
sharing
their
ideas
and
Apple
was
soon
formed.

    151. 151. 1974 1984 1997 2007I
believe
he
improved
substan,ally
as
a
speaker
every
ten
years.

In
1974,
Steve
Jobs
and
his
friend,
Steve
Wozniak
would
aUend
mee,ngs
of
the
Homebrew
club,
a
computer
hobbyist
club
in
Silicon
Valley.
Together
they
started
sharing
their
ideas
and
Apple
was
soon
formed.

    152. 152. 1974 1984 1997 2007I
believe
he
improved
substan,ally
as
a
speaker
every
ten
years.

In
1974,
Steve
Jobs
and
his
friend,
Steve
Wozniak
would
aUend
mee,ngs
of
the
Homebrew
club,
a
computer
hobbyist
club
in
Silicon
Valley.
Together
they
started
sharing
their
ideas
and
Apple
was
soon
formed.

    153. 153. Ten
years
later,
1984,
Jobs
gave
a
magnificent
presenta,on
when
he
launched
the
first
Mac,ntosh.
But
his
style
was
s,ff
compared
to
the
Steve
Jobs
of
today
–
he
stood
behind
a
lectern
and
read
from
a
script.

    154. 154. 1974 1984 1997 2007Ten
years
later,
1984,
Jobs
gave
a
magnificent
presenta,on
when
he
launched
the
first
Mac,ntosh.
But
his
style
was
s,ff
compared
to
the
Steve
Jobs
of
today
–
he
stood
behind
a
lectern
and
read
from
a
script.

    155. 155. 1974 1984 1997 2007Ten
years
later,
1984,
Jobs
gave
a
magnificent
presenta,on
when
he
launched
the
first
Mac,ntosh.
But
his
style
was
s,ff
compared
to
the
Steve
Jobs
of
today
–
he
stood
behind
a
lectern
and
read
from
a
script.

    156. 156. A
decade
later,
in
1997,
Jobs
returned
to
Apple
a[er
an
11‐year
absence.
He
was
more
polished
and
more
natural
than
in
previous
years.
He
began
to
create
more
visually
engaging
slides.

    157. 157. 1974 1984 1997 2007A
decade
later,
in
1997,
Jobs
returned
to
Apple
a[er
an
11‐year
absence.
He
was
more
polished
and
more
natural
than
in
previous
years.
He
began
to
create
more
visually
engaging
slides.

    158. 158. 1974 1984 1997 2007A
decade
later,
in
1997,
Jobs
returned
to
Apple
a[er
an
11‐year
absence.
He
was
more
polished
and
more
natural
than
in
previous
years.
He
began
to
create
more
visually
engaging
slides.

    159. 159. Ten
years
later,
2007,
Jobs
took
the
stage
at
Macworld
to
introduce
the
iPhone.
It
was
without
ques,on
his
greatest
presenta,on
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
beUer
he
gets.

    160. 160. 1974 1984 1997 2007Ten
years
later,
2007,
Jobs
took
the
stage
at
Macworld
to
introduce
the
iPhone.
It
was
without
ques,on
his
greatest
presenta,on
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
beUer
he
gets.

    161. 161. 1974 1984 1997 2007Ten
years
later,
2007,
Jobs
took
the
stage
at
Macworld
to
introduce
the
iPhone.
It
was
without
ques,on
his
greatest
presenta,on
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
beUer
he
gets.

    162. 162. Wear the Appropriate Costume
    163. 163. Steve
Jobs
is
the
an,‐Cher.
Where
Cher
will
change
costumes
140
,mes
in
one
show,
Jobs
has
one
costume
that
he
wears
for
every
presenta,on
–
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
revolu,onary
computers,
music
players
and
Smart
Phones,
your
audience
will
give
you
permission
to
dress
anyway
you
want.

    164. 164. Steve
Jobs
is
the
an,‐Cher.
Where
Cher
will
change
costumes
140
,mes
in
one
show,
Jobs
has
one
costume
that
he
wears
for
every
presenta,on
–
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
revolu,onary
computers,
music
players
and
Smart
Phones,
your
audience
will
give
you
permission
to
dress
anyway
you
want.

    165. 165. Steve
Jobs
is
the
an,‐Cher.
Where
Cher
will
change
costumes
140
,mes
in
one
show,
Jobs
has
one
costume
that
he
wears
for
every
presenta,on
–
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
revolu,onary
computers,
music
players
and
Smart
Phones,
your
audience
will
give
you
permission
to
dress
anyway
you
want.

    166. 166. One More Thing
    167. 167. HAVE
FUN!Most
presenters
lose
sight
of
the
fact
that
audiences
want
to
be
informed
and
entertained.
A
Jobs
presenta,on
is
infotainment
–
he
teaches
his
audience
something
new,
reveals
new
products
and
has
fun
doing
it.
    168. 168. Have FunHAVE
FUN!Most
presenters
lose
sight
of
the
fact
that
audiences
want
to
be
informed
and
entertained.
A
Jobs
presenta,on
is
infotainment
–
he
teaches
his
audience
something
new,
reveals
new
products
and
has
fun
doing
it.
    169. 169. Have FunHAVE
FUN!Most
presenters
lose
sight
of
the
fact
that
audiences
want
to
be
informed
and
entertained.
A
Jobs
presenta,on
is
infotainment
–
he
teaches
his
audience
something
new,
reveals
new
products
and
has
fun
doing
it.
    170. 170. Have FunHAVE
FUN!Most
presenters
lose
sight
of
the
fact
that
audiences
want
to
be
informed
and
entertained.
A
Jobs
presenta,on
is
infotainment
–
he
teaches
his
audience
something
new,
reveals
new
products
and
has
fun
doing
it.
    171. 171. 
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.
    172. 172. 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
    173. 173. 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
a[er
doctors
discovered
that
he
had
pancrea,c
cancer.
“You’re
,me
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.”
    174. 174. Stay Hungry. Stay Foolish. – Steve JobsI’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
a[er
doctors
discovered
that
he
had
pancrea,c
cancer.
“You’re
,me
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.”
    175. 175. CREATED
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