Professional Documents
Culture Documents
Steve Jobs
Observation 1
Before you go digital and open PowerPoint, spend time brainstorming, sketching, or white-boarding. Remember, youre delivering a story. Slides complement the story.
Observation 2
2. FOCUS ON BENEFITS
Steve Jobs sells the benefit behind every new product or featureand hes very clear about it: Why buy an iPhone 3GS? 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."
Your listeners are asking themselves one question: why should I care? Nobody cares about your product or service. They only care about how your product or service will improve their lives.
Observation 3
Observation 4
Observation 5
5. Draw a Roadmap
Jobs outlines the storythe narrativeat the beginning of every presentation. At the Sept. 9, 2009, music event, Jobs told the audience he would be talking about three products: iPhones, iTunes, and iPods. Along the way he provides verbal guideposts such as "iPhones. The first thing I wanted to talk about today. Now, lets move on to the second, iTunes." Help your listeners follow the storyline.
Observation 6
Observation 7
7. Demo
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.
Observation 8
Observation 9
He broke it down even furtherand took a jab at the competitionby saying Microsoft was "pulling up the rear" with its 1% market share. Schiller learned his technique from Jobs who always puts large numbers into a context that's relevant to his audience.