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The Presentation Secrets Of Steve Jobs
This presentation is given live by Carmine Gallo but so the knowledge can be shared in this format, we’ve created notes  for you to read. ,[object Object]
Be forewarned—if you pick up this book, your presentations will never be the same again.,[object Object],–Martin Lindstrom, bestselling author of Buyology,[object Object]
A person can have the greatest idea in the world.  But if that person can’t convince enough other people,  it doesn’t matter.,[object Object],–Gregory Berns,[object Object]
Steve Jobs is the most captivating communicator on the world stage. ,[object Object],If you adopt just some of his techniques, your ideas and presentations will stand out in a sea of mediocrity. ,[object Object]
Act 1: Create the Story,[object Object],Act 2: Deliver the Experience,[object Object],Act 3: Refine and Rehearse,[object Object]
ACT 1,[object Object]
Develop a Messianic Sense of Purpose,[object Object]
Jobs has been giving awe-inspiring presentations for decades. ,[object Object],In 1984, Jobs unveiled the first Macintosh. ,[object Object],The launch remains one of the most dramatic presentations in corporate history.,[object Object]
Do you want to spend the rest of your life selling sugared water or do you want a chance to change the world?,[object Object],–Steve Jobs & John Sculley,[object Object]
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 mattered.”,[object Object], ,[object Object],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.,[object Object],Find What You Love,[object Object]
Some managers are uncomfortable with expressing emotion about their dreams, but it’s the passion and emotion that will attract and motivate others.,[object Object],– Jim Collins, Built to Last,[object Object]
Plan in Analog,[object Object]
The single most important thing you can do to dramatically improve your presentations is to have a story to tell before you work on your PowerPoint file.,[object Object],– Cliff Atkinson, Beyond Bullet Points,[object Object]
Truly great presenters like Steve Jobs visualize, plan and create ideas on paper (or whiteboards) well before they open the presentation software.,[object Object]
Design experts recommend that presenters spend the majority of their time thinking, sketching and scripting. ,[object Object],Nancy Duarte recommends that a presenter spend 90 hours creating an hour long presentation with 30 slides. ,[object Object],But only one third of that time is spent building slides. Another third is rehearsing, but the first third is spent collecting ideas, organizing ideas, and sketching the story. ,[object Object],THINKING,[object Object],SKETCHING,[object Object],BUILDING,[object Object],SLIDES,[object Object],SCRIPTING,[object Object],REHEARSING,[object Object],90 HOURS30 SLIDES,[object Object]
@Laura: This presentation is awesome!,[object Object],@Bob: ROTFL,[object Object],@Carol: I heart this.,[object Object],Create Twitter-Like Headlines,[object Object],@Ben: Did u eat my sandwich?,[object Object],@Tom: I’m stealing this idea!,[object Object],@Sammy: When’s lunch?,[object Object]
MacBook Air. The world’s thinnest notebook.,[object Object]
iPod. One thousand songs in your pocket.,[object Object]
Stick to the Rule of 3,[object Object]
Act 1: Create the Story,[object Object],Act 2: Deliver the Experience,[object Object],Act 3: Refine and Rehearse,[object Object]
Steve Jobs does most of his demos. You don’t have to. In fact, in many cases, it makes more sense to bring in someone who has particular product knowledge. ,[object Object]
Introduce the Antagonist,[object Object]
In every classic story, the hero fights the villain. The same storytelling principle applies to every Steve Jobs presentation. ,[object Object]
In 1984 when he introduced the Macintosh, Big Blue, IBM represented the villain. ,[object Object]
Introducing an antagonist (the problem) rallies the audience around the hero. ,[object Object]
ACT 2,[object Object]
A Steve Jobs presentation is strikingly simple, highly visual and completely devoid of bullet points. ,[object Object],Eliminate clutter,[object Object]
Simplicity is the ultimate sophistication.,[object Object],–Steve Jobs,[object Object]
That’s right – no bullet points. Ever. New research into cognitive functioning—how the brain retains information--proves that bullet points are the least effective way to deliver important information. ,[object Object]
John Medina says the average PPT slide has forty words. ,[object Object],40 words,[object Object],Average PPT Slide:,[object Object]
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.,[object Object],BIRD,[object Object]
Psychologists call it: Picture Superiority Effect (PSE),[object Object],Picture Superiority Effect (PSE),[object Object]
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.,[object Object],BIRD,[object Object],10%,[object Object],65%,[object Object]
According to John Medina, your brain interprets every letter as a picture so wordy slides literally choke your brain. ,[object Object],B,[object Object]
Let’s take a look at how Steve Jobs simplifies complex information. ,[object Object],Simplifies Complex Information,[object Object]
Here is an example of how a mediocre presenter would launch the MacBook Air. They would try to squeeze every piece of information onto one slide – along with different font styles, colors, etc. ,[object Object]
Here is Steve Jobs’s slide. What’s the difference? First, no words. Why use words when you’re simply trying to show that 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. ,[object Object]
Lexical Density-,[object Object],Easier to Understand,[object Object],Simpler,[object Object],Less Abstract,[object Object],Fewer Words,[object Object],Seattle Post Intelligencer ran transcripts through a software tool intended to measure “lexical density,” how difficult or easy it was to understand the language. They ran two pieces of text through the tool: Steve Jobs Macworld 2007 and Bill Gates CES 2007. Jobs’s words are simpler, phrases less abstract, and uses fewer words per sentence. He was much easier to understand.,[object Object]
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.  ,[object Object],Dress Up Numbers,[object Object]
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.”,[object Object],Jobs always breaks down numbers to make them more interesting and meaningful.,[object Object],5GB,[object Object],1,000 songs,[object Object]
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.,[object Object],–Steve Jobs,[object Object],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 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.”,[object Object]
IBM and Roadrunner Supercomputer,[object Object],On June 9, 2008, IBM issued a press release touting its superfast supercomputer called Roadrunner. It operates at one petaflop per second. ,[object Object]
What’s a petaflop? One thousand trillion calculations per second. IBM knew the number would be meaningless. It’s simply too big. So IBM added the following description to its press release…,[object Object],What’s a petaflop?,[object Object]
petaflop,[object Object],=,[object Object],1,000 of today’s fastest laptops,[object Object],1.5 MILESHIGHER ,[object Object]
Reveal a Holy Shit Moment,[object Object]
People will forget what you said, people will forget what you did, but people will never forget how you made them feel.,[object Object],–Maya Angelou,[object Object]
MacBook Air,[object Object],We are really excited to:,[object Object],Introduce a really thin, light notebook computer,[object Object],It has a 13.3 inch wide screen display,[object Object],Backlit keyboard,[object Object],Intel Processor,[object Object],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 inc wide screen display, backlit keyboard and Intel processor…blah blahblah.,[object Object]
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,[object Object]
By the way, the Holy Shit moment was completely planned – press releases had been written, web site landing pages created and advertisements ready to run. Jobs raises a product launch to art form,[object Object]
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.”,[object Object]
DOPAMINE,[object Object],EMOTIONALLY,[object Object],CHARGED EVENT,[object Object],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. ,[object Object]
EMOTIONALLY,[object Object],CHARGED EVENT,[object Object],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.,[object Object]
ACT 3,[object Object]
Every slide was written like a piece of poetry,[object Object],–Paul Vais,[object Object]
Master Stage Presence,[object Object]
Steve Jobs has a commanding presence. His voice, gestures and body language communicate authority, confidence and energy.,[object Object]
Eye contact ,[object Object], ,[object Object],Open posture ,[object Object],Hand gestures ,[object Object]
Body Language,[object Object],Vocal Tone,[object Object],63%,[object Object],Body language, delivery, all very important. Cisco did some studies and found that body language and vocal tone account for about 63% of communication. That confirms other studies that found the majority of the impression we make has little to do with the actual words. Of course, you can’t improve your body language and vocal delivery unless you..,[object Object]
Practice,[object Object]
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.” ,[object Object],When is the last time you devoted hours of grueling practice to a presentation?,[object Object],His sense of informality comes after grueling hours of practice.,[object Object],–BusinessWeek,[object Object]
For two full days before a presentation, Jobs will practice the entire presentation, asking for feedback from product managers in the room. For 48 hours, all of his energy is directed at making the presentation the perfect embodiment of Apple’s messages. ,[object Object]
Quality and Excellence,[object Object],But the actual process begins weeks in advance and he is very demanding. One employee noted Steve Jobs has little or no patience for anything but excellence. He is single minded, almost manic, in his pursuit of quality and excellence.,[object Object]
10,000 HOURS,[object Object],Steve Jobs is not a natural. He works at it. Malcolm Gladwell writes in Outliers that people at the very top don’t work harder than everyone else. They work much, much harder. In fact, Gladwell quotes neuroscientists who believe that 10,000 hours of practice is required to become world class at a particular skill--whether it’s surgery, shooting baskets, or public speaking. ,[object Object]
Let’s do the math and I’ll show you why I don’t think Steve Jobs is a born speaker. ,[object Object]
1974,[object Object],1984,[object Object],1997,[object Object],2007,[object Object],I believe he improved substantially as a speaker every ten years.  In 1974, Steve Jobs and his friend, Steve Wozniak would attend meetings of the Homebrew club, a computer hobbyist club in Silicon Valley. Together they started sharing their ideas and Apple was soon formed. ,[object Object]
1974,[object Object],1984,[object Object],1997,[object Object],2007,[object Object],Ten years later, 1984, Jobs gave a magnificent presentation when he launched the first Mactintosh. But his style was stiff compared to the Steve Jobs of today – he stood behind a lectern and read from a script. ,[object Object]
1974,[object Object],1984,[object Object],1997,[object Object],2007,[object Object],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. ,[object Object]
1974,[object Object],1984,[object Object],1997,[object Object],2007,[object Object],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. ,[object Object]
Wear the Appropriate Costume,[object Object]
Steve Jobs is the anti-Cher. Where Cher will change costumes 140 times in one show, Jobs has one costume that he wears for every presentation – a black mock, blue jeans and running shoes. ,[object Object],Now, why can he get away with it? Because he’s Steve Jobs. Seriously, when you invent revolutionary computers, music players and Smart Phones, your audience will give you permission to dress anyway you want. ,[object Object]
One More Thing,[object Object]
Have Fun,[object Object],HAVE FUN!,[object Object],Most presenters lose sight of the fact that audiences want to be informed and entertained. A Jobs presentation is infotainment – he teaches his audience something new, reveals new products and has fun doing it.,[object Object]
 ,[object Object],During a technical glitch at Macworld 2007, Jobs paused and told a funny story about a prank he and Steve Wozniak played on Woz’s college buddies. The glitch was fixed and Jobs moved on. That’s cool confidence.,[object Object]
You’re time is limited so don’t waste it living someone else’s life. Don’t be trapped by dogma—which is living with the result of other people’s thinking. Don’t let the noise of others’ opinions drown out your own inner voice. ,[object Object],– Steve Jobs,[object Object]
I’d like to end with a piece of advice that Steve Jobs offered Stanford graduates during a commencement speech in 2005. He was talking about the lessons he learned after doctors discovered that he had pancreatic cancer. “You’re time is limited so don’t waste it living someone else’s life. Don’t be trapped by dogma—which is living with the result of other people’s thinking. Don’t let the noise of others’ opinions drown out your own inner voice. Stay hungry, stay foolish.”,[object Object],Stay Hungry.  Stay Foolish.,[object Object],– Steve Jobs,[object Object]
CREATED BY:,[object Object]

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The Presentation Secrets Of Steve Jobs

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Notas do Editor

  1.  Act 1: Create the Story 
  2. Develop a Messianic Sense of Purpose
  3. Steve Jobs and John Sculley“Do you want to spend the rest of your life selling sugared water or do you want a chance to change the world?”
  4. Truly great presenters like Steve Jobs visualize, plan and create ideas on paper (or whiteboards) well before they open the presentation software.
  5. Design experts recommend that presenters spend the majority of their time thinking, sketching and scripting. 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, organizing ideas, and sketching the story.
  6. MacBook Air. The world’s thinnest notebook.
  7. iPod. One thousand songs in your pocket.
  8. One of Steve Jobs’s favorite presentation metaphors is a three-act play. So in true Steve Jobs fashion, I’d like to introduce these concepts in three parts: Act 1: Create the Story Act 2: Deliver the Experience Act 3: Refine and Rehearse
  9. Now, Steve Jobs does most of his demos. You don’t have to. In fact, in many cases, it makes more sense to bring in someone who has particular product knowledge.
  10. In every classic story, the hero fights the villain. The same storytelling principle applies to every Steve Jobs presentation.
  11. In 1984 when he introduced the Macintosh, Big Blue, IBM represented the villain.
  12. Introducing an antagonist (the problem) rallies the audience around the hero.
  13. SimplicityA Steve Jobs presentation is strikingly simple, highly visual and completely devoid of bullet points.
  14. That’s right – no bullet points. Ever. New research into cognitive functioning—how the brain retains information--proves that bullet points are the least effective way to deliver important information.
  15. Psychologists call it: Picture Superiority Effect (PSE)
  16. According to John Medina, your brain interprets every letter as a picture so wordy slides literally choke your brain.
  17. Let’s take a look at how Steve Jobs simplifies complex information.
  18. Lexical densitySeattle Post Intelligencer ran transcripts through a software tool intended to measure “lexical density,” how difficult or easy it was to understand the language. The tool measured things like average number of words per sentence, number of hard words, how many years of education are required to understand the language. They ran two pieces of text through the tool: Steve Jobs Macworld 2007 and Bill Gates CES 2007. Jobs’s words are simpler, phrases less abstract, and uses fewer words per sentence. He was much easier to understand.Strive for simplicity – in slides and message.
  19. For example when Steve Jobs introduced the iPod in 2001, he said it came with a 5GB of memory. He made the number more meaningful by saying 5GB provided enough storage for 1,000 songs. 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.
  20. 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 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.”
  21. What’s a petaflop? One thousand trillion calculations per second. IBM knew the number would be meaningless. It’s simply too big. So IBM added the following description to its press release:
  22. Reveal a Holy Shit Moment