Convince Like Steve Jobs. Achieve Your Z,

www.josephdeungria.com
Convince Like Steve
Tell Your BUSINESS Story
Achieve your Y
Bong De Ungria

Outline
Convince Like Steve
1. The Outcome
2. Why?
3. How?
4. What’s next?

1.The Outcome:
Get what YOU want:
personally
YES , I do
(LIFE sentence!)

1.The Outcome:
Get what YOU want:
personally & professionally
YES , I do
(LIFE sentence!)
YES, you are hired
(DAILY sentence!)

Why Steve Jobs?
Arguably, the world’s best storyteller for business…
Steve Jobs vs. Bill Gates vs. Will Ferrell
As Commencement Speaker to Stanford, Harvard & Columbia
University
http://www.josephdeungria.com/2012/05/steve-jobs-bill-gates-and-will-
ferrell.html?q=steve

Man RIP, gadget obsolete, brand
& story ENDURES
What do YOU SEE?

1.Why?
Life is not FAIR! 15 min> 40 hours
Your 15-30 minute weekly oral report
May have greater impact to your career
than the rest of the 40 hours you worked
during that week
A great part of management’s judgment of YOU
is based on what , how you report.

A lot of effort is wasted violating this
universal law:
For every action
There MUST BE
An equal and opposite reaction
We MUST GET a reaction to
our business reports!

Video Summary:
Present like Steve Jobs
1. Set the theme
2. Outline
3. Demonstrate enthusiasm
4. Wow your audience
5. Sell an experience
6. Make numbers meaningful; use analogies
7. Paint a picture; Make it visual
8. Give a show
9. Rehearse, rehearse, rehearse!
http://www.josephdeungria.com/2011/08/21-secrets-of-effective-communications.html?view=classic

Outline
Convince Like Steve
1. The Outcome
2. Why?
3. How?
4. What’s next?
• Adapting Jobs for Business presentations

4. How to Convince Like Steve Jobs
Adapted to Business Presentations
1. Set the theme
a. Headlines for Each Slide
b. Cover Page for the Presentation
2. Outline
a. Use Descriptive/Headline Outline
b. Focus on big idea
c. Follow 7 x7
d. Slides are Free
e. Use as Notes

1. Set the theme
2. Outline
c. Follow 7 x7
d. Slides are Free
e. Use as Notes

INTERESTING Headlines sets the
theme and sells the story
A. Numbers
B. Time (context)
C. Subtitles
D. Font Size
E. Capitalization
F. Position

Use numbers in headline
Show context (time)
A LOT OF MONEY

Make headline interesting
to the customer!

Introduce & excite!
Use numbers, subtitles & subtopics

Color, Font size & Capitalization
shows what is important

Make the Headline Speak
(Top Red Line = Complete idea)
If it is important,
Explicitly state this in the head line.
Think like a newspaper editor.
Don’t make audience guess.

Budget for 2016
Current CRM Proposed CRM Increase
SALES 80 144 64
COST OF SALES 48 72 24
GROSS PROFIT 32 72 40
LESS: OPERATING EXPENSE 16 21 5
FIXED COST 7 7 0
VARIABLE COST 9 14 5
LESS: ADV & PROMO 5 17 12
NET INCOME 11 35 24
This is a title
or label. So what are
you really trying to say?

Invest 12 M in Proposed CRM Increase
Income by 24 M
5. Budget for 2016 (millions)
SALES 80 144 64
FIXED COST 7 7 0
NET INCOME 11 35 24
This is why you are
Showing this Table!
This is a good
Example of a the HEADLINE
Direct the listener’s eyes
by highlight boxes just
Like in newspapers.

Headlines are complete ideas.
Slide can stand alone!
Uses Title.
Needs explanation by presentor
for audience to understand
Uses Title Line.
Explanation is clearly
Shown.
“Selective” is repeated 4 times

1. Set the theme
2. Outline
c. Follow 7 x7
d. Use only relevant numbers
e. Slides are Free
f. Use as Notes

Use Cover Page
As Executive Summary
& Conclusion
Bookend:
First
& Last Page
of Presentation

Power Presentations
Effective Communicators Win!
Bong De Ungria
2017
Coverpage elements:
1. Descriptive Title(s)
2. Presentors’ name(s)
3. Date
4. Picture
5. Consistent Format
Elements

OPCOM Report
February 2017
Typical Report
Cover
PAGE:
Zero Added
Value

Stop Decline: Back to Basics!
Same Stores -3% to 250M, -10% LLY
Consolidated: +7% to 300 M, +2% LLY
BETTER?
Definitely!r
Jan 2017
Note: No need to
cite preceding
LY sale of 260M

Last slide should finish
with your 1 Big Idea!
Blank Page Adds
No Value
Remind audience
Of your Big Idea.
You can still thank
audience.
Explicitly showing
Thank You
Is for Beauty Contests
Only

Use A Descriptive Outline
Effective Communication Requires 3 Steps
1. Introduce what you will say… (Outline)
2. Say it (Body)
3. Repeat what you just said… (Conclusion)

1. Outline
2. Introduction
3. Body
4. Conclusion
5. Summary
Wrong Outline: Generic words

Why use power ppt? (Intro)
Techniques (Body)
Meeting Customer Needs (Conclusion)
Why, How, Who? (Summary)
A Better outline describes…

1. Sales
2. Opex
3. Income
4. Shrinkage
5. Personnel
Poor Outline: No added value

1. Sales: +3% to 150M, -2% LLY
2. Opex: +5% to 4M
3. Income: +4% to 10M
Better Outline:
YTD Performance: Income +4%
due to higher sales

Focus on the Big Ideas
(Communicate, NOT confuse
More is NOT merrier)

If this represents
everything true
about the product
price, terms, specs, benefits, availability
how to use, who endorses it, brand, etc.
What’s the complete idea?

This is what you say
To customer
Everything can get lost in the
translation

To customer
What they hear & see
translation

To customer
What they distort
translation

To customer
What they distort
What they remember
translation

To customer
What they distort
What they remember
Avoid communication errors!

This is what you CAN say
This is what you ACTUALLY say
What they distort
What they remember
Focus on the big idea!
Learn from the 30 second TV ad

Sell the SIZZLE, not the steak
Remember when you were trying to impress someone?

With SIZZLE
Enlarge the sizzle with smoke and sound
48

With SIZZLE
What they distort
What they remember
Do it well and there is no loss in translation

With SIZZLE
What they distort
What they remember
Customer buys everything!
If they buy sizzle,
They buy steak,
sauce, burnt
meat & all.

Follow 7 x7 Rule
Less than 7 lines,
Less than 7 words per line
Avoids Clutter
Allows Emphasis of Key Ideas

Why do we need power presentations?
Unnecessary building distracts power
presentations
There is no picture here that can liven page in this
example.
A power presentor does not have cue cards.
Everything he needs is in the slide.
Too many words disallow the use of accompanying
pictures
Tendency to just read off (ala narrator)
See “power presentations” repeated 4 x.
This outline is too wordy… uses complete
sentences and no abbreviations. Not 7 x 7

Why use power ppt? (Intro)
Techniques (Body)
Meeting Customer Needs (Conclusion)
Why, How, Who? (Summary)
This follows 7 x 7 rule

Law of Relevant Numbers
Too many numbers confuse!
Too little and it may hide truth
24M sales not 24,102,304.39
2.4% shrinkage (loss) not 2%

Law of Relevant Numbers
Too many numbers confuse!
24M sales not 24,102,304.39

Too many details. No emphasis!
5. Budget Jan. 1,2016 - Dec. 31, 2016
Current CRM Proposed CRMIncrease
SALES 80,104,304 144,187,747 64,083,443
COST OF SALES 48,062,582 72,093,874 24,031,291
GROSS PROFIT 32,041,722 72,093,874 40,052,152
LESS: OPERATING EXPENSE16,010,020 20,442,181 4,432,161
FIXED COST 7,145,699 7,145,699 -
VARIABLE COST 8,864,321 13,296,482 4,432,161
LESS: ADV & PROMO 5,456,000 16,990,000 11,534,000
NET INCOME 10,575,702 34,661,693 24,085,992

Clear. Simple. Focus.
Invest 12 M. Increase Income by 24 M
5. Budget for 2016 (millions)
SALES 80 144 64
FIXED COST 7 7 0
NET INCOME 11 35 24

2 examples of wasted time and
effort
What
time is
it?
6:30
& 23 sec
And 9:30
In
NewYork

What’s the problem?

1. Set the theme
2. Outline
c. Follow 7 x7
d. Use only relevant numbers
e. Slides are Free
f. Use as Notes

Slides are FREE.
Don’t overcompress.
Presenting Five 1-idea slides
are faster than
getting audience confused with 1 cluttered slide

Your slide = Your notes
Don’t hold a notebook, cue card
Don’t say something & not show it.
Slides should self-explain, stand-alone.

Outline
Convince Like Steve
1. Why?
2. How?
3. What’s next?
– Use the template for your company
– Practice! Practice
– See more tips here…
http://www.josephdeungria.com/2011/08/21-secrets-of-effective-communications.html
http://www.josephdeungria.com/2012/05/steve-jobs-bill-gates-and-will-ferrell.html?q=steve

Convince Like Steve Jobs. Achieve Your Z,

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