The presentation secrets of steve jobs


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the Secret of Presentation by Steve Jobs that tremendously inspired a lot of people in the world.. This presentation will show you the passion, strategy, and technically tips how to transform your presentation into the best one..

The presentation secrets of steve jobs

  1. 1. The Presentation Secrets of Steve Jobs David Setiawan 1 Oktober 2011
  2. 2. “ 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 ”
  3. 3. Jobs has been giving awe-inspiringpresentations for decades.In 1984, Jobs unveiled the first Macintosh.The launch remains one of the mostdramatic presentations in corporate history.
  4. 4. Jobs is “the master at taking something that might be considered boring—a hunk of electronic hardware—and enveloping it in a story that made it compellingly dramatic,”Every slide was written like a piece of poetry
  5. 5. Act 1: Create the StoryThe seven chapters or scenes in this section will giveyou practical tools to craft an exciting story behindyour brand. A strong story will give you the confidenceand ability to win over your audience.Act 2: Deliver the ExperienceAct 3: Refine and Rehearse
  6. 6. act 1 create the STORY“ Marketing is really theater.It‘s like staging a performance. –John Sculley ”
  7. 7. 1. Plan in Analog
  8. 8. Truly great presenters like Steve Jobs visualize, plan and create ideas on paper (or whiteboards) well before they open the presentation software.act 1 : create the story
  9. 9. Design experts recommend that presenters spend the majority of their time thinking, sketching and scripting.THINKING 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,SKETCHING organizing ideas, and sketching the story. BUILDINGSCRIPTING REHEARSING SLIDES90 HOURS30 SLIDES act 1 : create the story
  10. 10. The single most important thing you can do todramatically improve your presentations is to have astory to tell before you work on your PowerPoint file. act 1 : create the story
  11. 11. 2. Answer the Question that Matters Most
  12. 12. Why Should I Care ? act 1 : create the story
  13. 13. Scenario One Scenario TwoCUSTOMER : Hi, I’m looking for a notebook computer that is SALESPERSON : Hi, can I help you find something?light and fast and includes a DVD. CUSTOMER : Sure. I’m looking for a notebook computer. OneSALESPERSON : You should look for an Intel Core 2 Duo. that is light and fast and includes a DVD.CUSTOMER : OK. I didn’t know Intel makes computers. SALESPERSON : You’ve come to the right place. We have a huge selection ofSALESPERSON : They don’t. small notebooks that are blazingly fast. Have you considered a system with an Intel Core 2 Duo?CUSTOMER : Can you tell me more? CUSTOMER : Not really. What’s that? Can you tell me more?SALESPERSON : An Intel dual-core processor has two performanceengines that simultaneously process data at a faster rate. SALESPERSON : Think of the microprocessor as the brain of your computer. Now, with these Intel chips, you get two brains in one computer. What thatCUSTOMER : Oh. Maybe I should look somewhere else. means to you is that you can do a lot of fun and productive stuff at the same time. For example, you can download music while your computer is running a full virus scan in the background, and it won’t slow down the system at all. Your productivity applications will load much faster, you can work on multiple documents at the same time, your DVDs will play much better, and you get much longer battery life on top of it! And that’s not all: the displays are gorgeous. CUSTOMER : Great. Please show me those computers! act 1 : create the story
  14. 14. DATE/PRODUCT BENEFIT “Using Keynote is like having a professional graphicsJanuary 7, 2003 department to create your slides. This is the application toKeynote presentation software use when your presentation really counts.” “The all-new iPod nano gives music fans more of whatSeptember 12, 2006 they love in their iPods—twice the storage capacity at theiPod nano same price, an incredible twenty-four-hour battery life, and a gorgeous aluminum design in five brilliant colors.”January 15, 2008 “With Time Capsule, all your irreplaceable photos, movies,Time Capsule backup service for and documents are automatically protected andMacs running Leopard OS incredibly easy to retrieve if they are ever lost.”June 9, 2008 “Just one year after launching the iPhone, we’re launchingiPhone 3G the new iPhone 3G. It’s twice as fast at half the price.” act 1 : create the story
  15. 15. 3. Develop a Messianic sense of Purpose
  16. 16. “ Do you want to spend the rest of your life selling sugared water or do you want a chance to change the world? act 1 : create the story ”
  17. 17. 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  maAered.”   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 Loveact 1 : create the story
  18. 18. 4. Create twitter-like Headlines
  19. 19. @Laura:  This  presentaJon  is  awesome! @Bob:  ROTFL@Tom:  I’m  stealing  this  idea! @Carol:  I  heart  this. @Ben:  Did  u  eat  my  sandwich? Create Twitter-Like Headlines @Bob:  TGIF! @Sammy:  When’s  lunch? act 1 : create the story
  20. 20. MacBook Air. The world’s thinnest notebook. act 1 : create the story
  21. 21. Jobs could have said, “Today we’re introducing a new, ultraportable MP3 player with a 6.5-ounce design and a 5 GB hard drive, complete with Apple’s legendary ease of use.” iPod. One thousand songs in your pocket. act 1 : create the story
  22. 22. Remember, your headline is a statement that offers your audience a vision of a better future. It’s not about you. It’s about them.act 1 : create the story
  23. 23. 5. Draw a Road Map
  24. 24. Stick to the Rule of Three act 1 : create the story
  25. 25. 6. Introduce the Antagonist
  26. 26. In  every  classic  story,  the  hero  fights  the  villain.  The  same  storytelling  principle  applies  to  every  Steve  Jobs  presentaJon.  act 1 : create the story
  27. 27. In 1984 when he introduced the Macintosh, Big Blue, IBM represented the villain. act 1 : create the story
  28. 28. Introducing an antagonist (the problem) rallies the audience around the hero. act 1 : create the story
  29. 29. 1. Introduce the antagonist early in your presentation. Set up the problem by asking, “Why do we need this?”2. Spend some time describing the problem in detail. Make it tangible. Build the pain.3. Pay attention to question, “What problem do you solve?” Remember, nobody cares about your product. People care about solving their problems. act 1 : create the story
  30. 30. 7. Reveal the Conquering Hero
  31. 31. Show how the hero clearly offers the victim (the consumer) an escape from thevillain’s grip. The solution must be simple and free of jargon. act 1 : create the story
  32. 32. Act 1: Create the StoryAct 2: Deliver the ExperienceIn these six scenes, you will learn practical tips to turnyour presentations into visually appealing and “must-have” experiences.Act 3: Refine and Rehearse
  33. 33. act 2deliver the EXPERIENCE“ Plug it in. Wirrrrrr. Done. –Steve Jobs ”
  34. 34. 8. Channel Their Inner Zen
  35. 35. “ Simplicity is the ultimate sophistication. –Steve Jobs ” act 2 : deliver the experience
  36. 36. A  Steve  Jobs  presentaJon  is   strikingly  simple,  highly  visual  and   completely  devoid  of  bullet  points.   Eliminate Clutteract 2 : deliver the experience
  37. 37. That’s  right  –  no  bullet  points.  Ever.  New   research  into  cogniJve  funcJoning—how   the  brain  retains  informaJon-­‐-­‐proves  that   bullet  points  are  the  least  effecJve  way  to   deliver  important  informaJon.  X No bullet points act 2 : deliver the experience
  38. 38. Average PPT Slide: 40 words act 2 : deliver the experience
  39. 39. 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 act 2 : deliver the experience
  40. 40. Psychologists  call  it:  Picture  Superiority  Effect  (PSE)Picture Superiority Effect (PSE) act 2 : deliver the experience
  41. 41. If information is presented orally, people remember about 10% of the content 72 hours later. That figure goes up to 65% if you add a picture.BIRD act 2 : deliver the experience
  42. 42. According to John Medina, your brain interprets every letter as a picture so wordy slides literally choke your brain. Bact 2 : deliver the experience
  43. 43. How you remember this :Supercalifragilisticexpialidocious
  44. 44. Simplifies Complex Information act 2 : deliver the experience
  45. 45. Macbook Air Here  is  an  example  of  how  a  mediocre   presenter  would  launch  the  MacBook  Air.   They  would  try  to  squeeze  every  piece  of   informaJon  onto  one  slide  –  along  with   different  font  styles,  colors,  etc.   act 2 : deliver the experience
  46. 46. Here is Steve Jobs’s slide. What’s the difference? First, no words. Why use words when you’re simply trying to showthat 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 presentation if don’t. act 2 : deliver the experience
  47. 47. 9. Dress Up Numbers
  48. 48. 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.“ We have sold four million iPhones to date. If you divide four million by two hundred days, that’s twenty thousand iPhones every day on average. –Steve Jobs ” act 2 : deliver the experience
  49. 49. 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 act 2 : deliver the experience
  50. 50. “ 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.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   –Steve Jobs ”is  greater  than  BMW  or  Mercedes  and  nobody  thinks  they  are  going  away.  As  a  maAer  of  fact,  they’re  both  highly  desirable  products  and  brands.” act 2 : deliver the experience
  51. 51. IBM and Roadrunner Supercomputer On  June  9,  2008,  IBM  issued  a  press  release  touJng  its  superfast  supercomputer  called  Roadrunner.  It  operates  at  one  petaflop  per  second.   act 2 : deliver the experience
  52. 52. What’s  a  petaflop?  One  thousand  trillion   calculaJons  per  second.  IBM  knew  the   number  would  be  meaningless.  It’s  simply   too  big.  So  IBM  added  the  following   descripJon  to  its  press  release… What’s a petaflop?act 2 : deliver the experience
  53. 53. 1 petaflop =1,000 of today’s fastest laptops 1.5 MILES HIGHER act 2 : deliver the experience
  54. 54. 10. Use “Amazingly Zippy’ Words
  55. 55. Lexical Density - Easy to Understand SeaAle  Post  Intelligencer  ran  transcripts  through  a  soiware   Simpler tool  intended  to  measure  “lexical  density,”  how  difficult  or  easy   it  was  to  understand  the  language.  They  ran  two  pieces  of  text  Less Abstract through  the  tool:  Steve  Jobs  Macworld  2007  and  Bill  Gates  CES  Fewer Words 2007.  Jobs’s  words  are  simpler,  phrases  less  abstract,  and  uses   fewer  words  per  sentence.  He  was  much  easier  to  understand. act 2 : deliver the experience
  56. 56. VSact 2 : deliver the experience
  57. 57. 11. Share the Stage
  58. 58. Steve Jobs sharing the stage with Intel CEO Paul Otellini. act 2 : deliver the experience
  59. 59. 12. Stage Your Presentation with Props
  60. 60. 1. Build in a product demo during the planning phase of your presentation. Keep the demo short, sweet, and substantial. If you can introduce another person on your team to participate in the demonstration, do so.2. Commit to the demo. Comedians say a joke works only if you commit to it. In the same way, commit to your demo, especially if your product has any entertainment value at all. Have fun with it.3. Provide something for every type of learner in your audience: visual, auditory, and kinesthetic. act 2 : deliver the experience
  61. 61. 13. Reveal a Holy Shit Moment
  62. 62. “ People will forget what you said, people will forget what you did, but people will never forget how you made them feel. –Maya Angelou ” act 2 : deliver the experience
  63. 63. 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   inch  wide  screen  display,  backlit  keyboard  and  Intel  processor… blah  blah  blah. Macbook AirWe  are  really  excited  to:-­‐ Introduce  a  really  thin,  light  notebook  computer-­‐ It  has  a  13.3  inch  wide  screen  display-­‐ Backlit  keyboard-­‐ Intel  Processor act 2 : deliver the experience
  64. 64. 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 act 2 : deliver the experience
  65. 65. By the way, the Holy Shit moment was completely planned – press releases had been written, web site landingpages created and advertisements ready to run. Jobs raises a product launch to art form act 2 : deliver the experience
  66. 66. DOPAMINE EMOTIONALLY CHARGED EVENT According to John Medina, “The brain doesn’t pay attention to boring things.” When the brain detects an emotionally 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 tells your brain, remember this.act 2 : deliver the experience
  67. 67. EMOTIONALLY CHARGED EVENT Create an emotionally 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.act 2 : deliver the experience
  68. 68. 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.” act 2 : deliver the experience
  69. 69. 1. Plan a “holy shit” moment. Something as simple as telling a personal story. The more unexpected, the better.2. Script the moment. Just as a great novel doesn’t give away the entire plot on the first page, the drama should build in your presentation. Create at least one memorable moment that will amaze your audience and have them talking well after your presentation is over.3. Rehearse the big moment. Do not make the mistake of creating a memorable experience and having it bomb because you failed to practice. It must come off crisp, polished, and effortless. act 2 : deliver the experience
  70. 70. Act 1: Create the StoryAct 2: Deliver the ExperienceAct 3: Refine and RehearseThe remaining five scenes will tackle topics such asbody language, verbal delivery, and making “scripted”presentations sound natural and conversational. Evenyour choice of wardrobe will be addressed. You willlearn why mock turtlenecks, jeans, and running shoesare suitable for Jobs but could mean the end of yourcareer.
  71. 71. act 3 REFINE and REHEARSE“ I was hooked by Steve’s energy and enthusiasm. –Gil Amelio ”
  72. 72. 14. Master Stage Presence
  73. 73. Steve Jobs has a commanding presence. His voice, gestures and body languagecommunicate authority, confidence and energy. act 3 : refine and rehearse
  74. 74. Eye contact   Open posture Hand gesturesact 3 : refine and rehearse
  75. 75. 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  communicaJon.  That   confirms  other  studies  that  found  the  majority  of  the   impression  we  make  has  liAle  to  do  with  the  actual   words.  Of  course,  you  can’t  improve  your  body  language   and  vocal  delivery  unless  you..act 3 : refine and rehearse
  76. 76. 15. Make It Look Effortless
  77. 77. 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. act 3 : refine and rehearse BusinessWeek ”
  78. 78. 10,000 HOURSSteve Jobs is not a natural. He works at it. Malcolm Gladwell writes inOutliers that people at the very top don’t work harder than everyoneelse. They work much, much harder. In fact, Gladwell quotesneuroscientists who believe that 10,000 hours of practice is requiredto become world class at a particular skill--whether it’s surgery,shooting baskets, or public speakingact 3 : refine and rehearse
  79. 79. Let’s  do  the  math  and  I’ll  show  you  why  I  don’t  think  Steve  Jobs  is  a  born  speaker.   act 3 : refine and rehearse
  80. 80. 1974 1984 1997 2007 I  believe  he  improved  substanJally  as  a  speaker  every  ten  years.    In  1974,   Steve  Jobs  and  his  friend,  Steve  Wozniak  would  aAend  meeJngs  of  the   Homebrew  club,  a  computer  hobbyist  club  in  Silicon  Valley.  Together  they   started  sharing  their  ideas  and  Apple  was  soon  formed.   act 3 : refine and rehearse
  81. 81. 1974 1984 1997 2007 Ten years later, 1984, Jobs gave a magnificent presentation when he launched the first Macintosh. But his style was stiff compared to the Steve Jobs of today – he stood behind a lectern and read from a script. act 3 : refine and rehearse
  82. 82. 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 visually engaging slides. act 3 : refine and rehearse
  83. 83. 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. act 3 : refine and rehearse
  84. 84. For two full days before a presentation, Jobs will practice theentire presentation, asking for feedback from product managersin the room. For 48 hours, all of his energy is directed at makingthe presentation the perfect embodiment of Apple’s messages. act 3 : refine and rehearse
  85. 85. Quality and ExcellenceThe  actual  process  begins  weeks  in  advance  and  he  is  very  demanding.  One  employee  noted  Steve  Jobs  has  liAle  or  no  paJence  for  anything  but  excellence.  He  is  single  minded,  almost  manic,  in  his  pursuit  of  quality  and  excellence. act 3 : refine and rehearse
  86. 86. 16. Wear the Appropriate Costume
  87. 87. Steve Jobs is the anti-Cher. Where Cher will change costumes 140 times in one show, Jobs has onecostume 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 revolutionarycomputers, music players and Smart Phones, your audience will give you permission to dressanyway you want. act 3 : refine and rehearse
  88. 88. 17. Toss the Script
  89. 89. 5 Steps to Tossing the Script 1. Write your script in full sentences in the “notes” section of PowerPoint. 2. Highlight or underline the key word from each sentence, and practice your presentation. 3. Delete extraneous words from your scripted sentences, leaving only the key words. 4. Memorize the one key idea per slide. 5. Practice the entire presentation without notes, simply using the slides as your prompter.act 3 : refine and rehearse
  90. 90. 18. Have Fun
  91. 91. Most presenters lose sight ofthe fact that audiences want tobe informed and entertained.A Jobs presentation isinfotainment – he teaches hisaudience something new,reveals new products and hasfun doing it. act 3 : refine and rehearse
  92. 92. 1. Treat presentations as “infotainment.” Your audience wants to be educated and entertained. Have fun. It’ll show. 2. Never apologize. You have little to gain from calling attention to a problem. If your presentation hits a glitch, acknowledge it, smile, and move on. If it was not obvious to anyone but you, do not call attention to it. 3. Change your frame of reference. When something does not go exactly as planned, it did not “go wrong” unless you allow it to derail the rest of your presentation. Keep the big picture in mind, have fun, and let the small stuff roll off your back.act 3 : refine and rehearse
  93. 93. ‘One More Thing’
  94. 94. “ Stay Hungry. Stay Foolish. –Steve Jobs ”You’re time is limited so don’twaste it living someone else’s life.Don’t be trapped by dogma—which is living with the result ofother people’s thinking. Don’t letthe noise of others’ opinionsdrown out your own inner voice.Stay hungry, Stay foolish
  95. 95. end of presentation