Tuesday, February 23, 2010

The Presentation Secrets of Steve Jobs

CIO Insight published a slideshow called Presentation Secrets of Steve Jobs, based in the book The Presentation Secrets of Steve Jobs: How to Be Insanely Great in Front of Any Audience, written by Carmine Gallo.

Steve Jobs is considered one of the greatest marketers in corporate history, and always delivered great keynote presentations, lectures and speeches. According the slideshow, the Presentation Secrets of Steve Jobs are:

1. Plan in analog - Jobs prepares presentations in the world of pen and paper. He brainstorms, sketches and draws on whiteboards.

2. Plan in Analog - Exact messages are decided on for new products, and used consistently across all platforms: presentations, Web sites, advertisements, press releases, and even the banners than are unfurled after Jobs' keynote.

3. Create Twitter-friendly Headlines - Can you describe your product or service in 140 characters? Jobs offers a headline, or description, for every product; each fits in a Twitter post.

4. Create Twitter-friendly headlines - Introducing the MacBook Air in January, 2008, he said, "The world's thinnest notebook." More information was available, but you already knew a lot.

5. Introduce the Antagonist - In every classic story, the hero fights the villain. The same holds true for a Steve Jobs presentation.

6. Introduce the Antagonist - Before he introduced the famous "1984" ad, Jobs said, "IBM wants it all." Apple would be the only company to stand in its way. A villain allows the audience to rally around the hero -- you, your ideas and your product.

7. Stick to the Rule of Three - The human brain can absorb three or four chunks of information at any one time. Too much information, people won't remember a thing. Every Steve Jobs presentation is divided into three parts.

8. Stick to the Rule of Three - On September 9, 2009, Jobs returned after a medical leave. He had three things to discuss: iPhone, iTunes and iPods.

9. Strive for Simplicity - Apple chief design architect Jonathan Ive said Apple's products eliminate clutter. The same philosophy applies to Apple's marketing and sales material.

10. Strive for Simplicity - Most of Steve Jobs' slides are visuals -- photographs or images. When are there words, they are astonishingly sparse. Steve Jobs tells the Apple story. The slides compliment the story.

11. Reveal a "Holy Smokes" Moment - People forget words and actions, but not how you made them feel. Jobs creates water-cooler moments that everyone talks about later. These show stoppers are completely scripted

12. Reveal a "Holy Smokes" Moment - Jobs unveiled the MacBook Air at Macworld 2008 by removing the computer from an inter-office envelope. Everyone who saw it, or read about it, remembered it.

13. Sell Dreams, Not Products - Great leaders cultivate a sense of mission among their employees and customers. Jobs says he wants to put a "dent in the universe." True evangelists are driven by a zeal to create new experiences.

14. Sell Dreams, Not Products - Jobs, launching the iPod: "In our own small way we're going to make the world a better place." Most people saw a music player, Jobs saw a tool to enrich lives. Great products matter, but passion, enthusiasm and emotion will set you apart.

Steve Jobs also gave great speeches, as the Commencement Address at Stanford in 2005:

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