Some of the most common terms used to describe Steve Jobs are “seductive”, “magnetic”, “captivating” and “charismatic.” Jobs was a complicated man who created extraordinary products, cultivated intense loyalty. He was a passionate perfectionist and a visionary, two qualities that create a combustible combination.
Jobs always believed in:
- Crafting messages
- Presenting ideas
- Generating excitement for a product or feature
- Delivering a memorable experience
- Creating customer evangelists
These techniques will help you create your own “insanely great” presentations. Although the lessons are remarkably simple to learn but applying them is up to you.
Performance in Three Acts
The Presentation Secrets of Steve Jobs is structured like one of Jobs’ favourite presentation metaphors: a three-act play. In fact, a Steve Jobs presentation is very much like a dramatic play—a finely crafted and well-rehearsed performance that Informs, Entertains, and inspires.
In keeping with Jobs’s metaphor of a presentation as a classic story, The Presentation Secrets of Steve Jobs is divided into three acts:
- Act 1: Create the Story. The scenes in this section will give you practical tools to craft an exciting story behind your brand. A strong story will give you the confidence and ability to win over your audience.
o Plan in Analog: Bullets Kill
o Let the story take Centre Stage: A three-step storyboard approach to creating presentations:
Writing →Sketching →Producing
o Answer the One Question That Matters Most: Why Should I Care?
o Develop a Messianic Sense of Purpose: Do What You Love
o Create Twitter-Like Headlines: 140 Characters or Less
o Draw a Road Map
o Introduce the Antagonist/Problem
o Reveal the Conquering Hero/Revealing the solution
- Act 2: Deliver the Experience. Steve Jobs does not deliver a presentation. He offers an experience. Turn your presentations into visually appealing and “must-have” experiences.
o Channel Their Inner Zen
o Picture Superiority Effect
o Dress Up Your Numbers
o Use “Amazingly Zippy” Words
o Jobs and the Plain English Test
o Avoid Jargon Creep
o Share the Stage
o The Brain Craves Variety
o Give Credit Where Credit’s Due
o Stage Your Presentation with Props
o History-Making Demo
o Reveal a “Holy Shit” Moment
o One Theme
- Act 3: Refine and Rehearse. Learn how Jobs refines and rehearses his presentation to make an emotional connection with the audience. This final step is essential for anyone who wants to talk, walk, and look like a leader. Tackle topics such as body language, verbal delivery, and making “scripted” presentations sound natural and conversational.
o Master Stage Presence
o Act Like the Leader You Want to Be
o Make It Look Effortless
o Glimpse Behind the Magic Curtain
o Best Antidote to Nerves
o Wear the Appropriate Costume
o Toss the Script
o Have Fun
One More Thing
Steve Jobs keeps his audience guessing. Frequently, but not always, he will leave the audience with “just one more thing” before he ends a presentation. For example, Jobs announced that he would return as Apple’s full-time CEO (dropping the “interim” from his title) as the “one more thing” at the conclusion of his Macworld presentation on January 5, 2000.
It is the element of surprise that audiences have come to love and expect. Since his audience expects “one more thing,” Jobs does not always deliver. A surprise would fail to surprise if everyone knows it’s coming!
Jobs’ speech reveals the secret to his success as a business leader and communicator: do what you love, view setbacks as opportunities, and dedicate yourself to the passionate pursuit of excellence. Whether it’s designing a new computer, introducing new gadgets, running Apple, overseeing Pixar, or giving a presentation, Jobs believes in his life’s work. This is the last and most important lesson Jobs can teach—the power of believing in yourself and your story. Jobs has followed his heart his whole life. Follow yours to captivate your audience. You’ll be one step closer to delivering insanely great presentations.
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