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Plan in Analog
A Steve Jobs presentation has all the elements of a great movieheroes and villains, stunning visuals, and a supporting cast. And, like a movie director, Steve Jobs "storyboards" the plot. Before you go digital and open PowerPoint, spend time brainstorming, sketching, or whiteboarding. Remember, youre delivering a story. Slides complement the story.
Focus on Benefits
Your listeners are asking themselves one question: why should I care? Steve Jobs sells the benefit behind every new product or featureand hes very clear about it. Why buy an iPhone 3G? Because "its twice as fast at half the price." Whats so great about Time Capsule? "All your irreplaceable photos, videos, and documents are automatically protected and easy to retrieve if theyre ever lost." The Apple Web site also keeps the focus on the benefit, with features like "10 Reasons Why You'll Love a Mac." Nobody cares about your product or service. They only care about how your product or service will improve their lives
clockwise from top right, first 3: Justin Sullivan/Getty Images; top left: Michal Czerwonka/Getty Images
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Use Props
In addition to stunning visual backdrops (his slides), Steve Jobs brings props for show and tell. After introducing new products or features, Jobs will often sit down at a computer or pick up an iPhone and demonstrate how it works. These demos are simple, but often very dramatic. When Jobs introduced Macintosh in 1984, he walked to the center of a darkened stage and slowly pulled the computer from inside a black bag. He pulled a floppy disk out of his pocket, slowly inserted it into the computer, and walked away as the computer came to life.
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Practice. A Lot.
Steve Jobs spends hours rehearsing every facet of his presentation. Every slide is written carefully, every presentation staged like a theatrical experience. Steve Jobs makes a presentation look effortless, but that polish comes after hours and hours of grueling practice. I don't believe Steve Jobs is a natural presenter. If you watch video clips of his presentations going back 20 years, you will see that he improves significantly every decade. The Steve Jobs of 1984 had a lot of charisma but the Steve Jobs of 1997 was a far more polished speaker. The Steve Jobs who introduced the iPhone in 2007 was even better.
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Dress Appropriately
Steve Jobs can wear a black mock turtleneck, blue jeans, and running shoes because, quite simply, he has earned the right to dress anyway he wants. For most communicators, it's best to dress a little better than everyone in your audience. Don't throw away the suit just yet!
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