Story Selling like Steve Jobs

www.BongDeUngria.com
Be Like STEVE
SELL Your BUSINESS Story
VCoach Bong De Ungria
Professor, Ateneo Graduate School of Business
VIRAL Edition

Outline
StorySELL Like Steve
1. Outcome (Z): Get What You Want
2. Why (Y) ONLY Compelling Stories Sell
3. How? (X) Learn from Steve
4. How? (XX) StorySelling Tips

Outline
StorySELL Like Steve
1. Outcome (Z): Get What You Want
2. Why (Y) Compelling Stories Sell
3. How? (X) Learn from Steve
4. How? (XX) StorySelling Tips

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!)

2. Why Be Like Steve Jobs?
The world’s best StorySeller for business…
Steve Jobs vs. Bill Gates vs. Will Ferrell
As Commencement Speaker @ Stanford, Harvard & USC
https://bit.ly/SteveStorySell

34 Million Views Ago!

Steve Jobs (1955 to 2011) gone,
Gadget (ipod) obsolete,
YET the brand & the business story STILL SELLS
Stories Tell.
Apple Stories Sell.

2. Why Be Like Steve?
Life is not FAIR! 20 min> 8
hours
Your 20 minute office report
May have greater impact
than the actual 8 hours you spent
making it
A great part of society’s judgment of YOU
is based on what , how you report.

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!

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

Treat each slide like a
Newspaper headline
Get attention with:
A. Numbers
B. Time (context)
C. Subtitles
D. Font Size
E. Capitalization
F. Position

Avoid this!
A very general headline is boring
Be SPECIFIC to be terrific
A LOT OF MONEY

DO this!
Add meaning and context
with numbers and time!

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 2020
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 2020 (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.
A beginner’s typical
headline is
Really just a subtitle or
label

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

Adapted to Business
Presentations
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

Convince Like Steve
Sell Your BUSINESS Story
Central Luzon Doctors Hospital
Feb 2020
Bong De Ungria
Coverpage elements:
1. Main Title(s)
2. Second Title
3. Presentors’ name(s)
4. Date (Optional)
5. Picture
6. Consistent Format
Elements

Be creative with your Main Title
(Sets the Theme of the
Presentation)

Be creative with your Main Title
(Sets the Theme of the
Presentation)
Link with the source/ chapter/ series
or Why?
with your Secondary Title!

Put 2 Titles in the Cover Page!
MAIN TITLE
Apple Reinvents the Phone
SECONDARY TITLE
iPhone 3 launch

MAIN TITLE
Convince Like Steve
SECONDARY TITLE
iPhone 3 launch
Achieve Your Z

MAIN TITLE
Convince Like Steve
Rouge 1
Back to Basics
SECONDARY TITLE
iPhone 3 launch
Achieve Your Z
Star Wars 7
Opcom Feb 2020

OPCOM Report
February 2020
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
Opcom Jan 2020
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

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

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
in the translation

To customer
What they distort
in the translation

To customer
What they distort
What they remember
in the 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
steak
Enlarge the sizzle with smoke and sound
55

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

With SIZZLE
What they distort
What they remember
steak
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
Who cares about the centavos or even the
hundred pesos? Excess numbers distract!

Law of Relevant Numbers
Too many numbers
confuse!
Too little and it may hide truth
2.4% growth not 2%
(because… 2%= 1.51% to 2.49%)

Too many details. No emphasis!
5. Budget Jan. 1,2020 - Dec. 31, 2020
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 2020 (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?

The problem is the LTO
forgot the primary
objective of car plates!

Avoid overlap of text, and
visual to achieve the objective
of communicating clearly!

Don’t put too many ideas in 1 Slide.
Presenting Five 1-idea slides
are faster than
getting audience confused with 1 cluttered slide
Slides are FREE.
Build slides, 1 idea at a time

In this slide, some elements
appear ahead of time… (can
confuse audience…)
What
time is
it?
6:30
& 23 sec
And 9:30
In
NewYork

BEST Practice:
In this slide, elements appear/
build as they are being told.
What
time is
it?
6:30
& 23 sec
And 9:30
In
NewYork

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

YouTube Channel:
https://www.youtube.com/c/BongDeUngria
Blog
https://bongdeungria.com/
Linked In
https://www.linkedin.com/in/josephdeungria/
Subscribe Connect Create
Bong De Ungria
(Remigio Joseph De Ungria)

Story Selling like Steve Jobs

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