Cm n s ng gp ca cc bn di y gp phn nh my v sa li chnh

t cho file sch ny. S ng gp nhit tnh ca cc bn gp phn phong ph

thm i sng c sch ca chng ta, thng qua file sch ny hy vng mi ngi
c nhng giy pht c sch th v:

nh my:
nguyenminh@yahoo.com, anhd@gmail.com, truongn@gmail.com, thela@yahoo.com,
chi_...@yahoo.com, huyengre@gmail.com, kuro@gmail.com, lethikim@gmail.com,
tedd@gmail.com

Kim tra chnh t:

sum@gmail.com

thuydu@gmail.com

dv@gmail.com

Tng hp hon thin:

vuv@ymail.com

Si Gn, ma ma thng 10 nm 2012

1955-2011

Tht tnh c thi gian hon thnh file sch ny li ng v ngy mt ca Steve Jobs cch y mt
nm 5/10/2011. Hy vng vi nhng g hc c t ng chng ta s c gng hn na. By gi l
12:25 AM 6/10/2012.
2|Page
 B quyt thuyt trnh ca Steve Jobs cho ta:
Mt khung gm ba phn cun ht ngi tham d
D khi gii thiu in thoi di ng iPhone mi hay khi c mt bi thuyt
trnh chnh, Steve Jobs lun kch thch ngi nghe vi phong cch v ngh
thut qung co khng ai bt chc c; ng k mt cu chuyn, phc ha
mt hnh nh , chia s vi ngi ta mt cch nhn. ng trao cho h mt tri
nghim lm thay i mi vic, mt tri nghim c nht, gy cm hng v
lm cho ngi ta nh mi.

By gi bn cng c th lm nh vy bng cch hc nhng k xo c bit

lm cho Jobs tr thnh ngi truyn t quyn r nht trn sn khu th
gii. S dng cc thuyt trnh huyn thoi ca Jobs trong mt s thit k,
hun luyn vin chuyn v cc k nng truyn t Carmine Gallo v ra
mt khun kh d s dng cc b quyt thuyt trnh gip bn ln kt hoch,
bo co v tinh chnh c c nhng bi thuyt trnh hay nht ca i
mnh. Bn s hc cch:

To ra mt cu chuyn thng hiu gy cm hng

Phc ha mt vin cnh c bit, ng ghi nh v nht qun

Lm cho nhng con s tr nn c ngha

To ra nhng khong khc khng bao gi qun c

To nhng hnh chiu hp dn v p mt

Lm ch trn sn khu

Lm nh v khng mt nhc g c

Din tp c hiu qu

Vui nhn

3|Page
4|Page
5|Page
MC LC

Li ngi dch

Li cm n

Li ni u: Lm th no tr nn tuyt vi khc thng trc bt k i

tng no

Hi 1: TO RA CU CHUYN

Cnh 1: Lp k hoch theo k thut tng t

Cnh 2: Tr li cu hi quan trng nht

Cnh 3: Pht trin mt nim cu nhn th cho mc tiu ca mnh

Cnh 4: To ra nhng tiu kiu Twitter

Cnh 5: Phc ha mt l trnh

Cnh 6: Gii thiu ngi phn din

Cnh 7: Tit L Ngi Hng Chinh Phc

Gii lao ln 1: Hy tun th quy lut 10 pht

Hi 2: TRUYN T KINH NGHIM

Cnh 8: M ng cho tm thin ni ti ca h

Cnh 9: T im cho cc con s ca bn

Cnh 10: Dng nhng t Sng ng mt cch l k

Cnh 11: Chia s sn khu

Cnh 12: Dn cnh bi thuyt trnh vi nhiu dng biu din

Cnh 13: M ra mt pht giy kinh ngc

Gii lao ln 2: Schiller hc t nhng iu hay nht

Hi 3: HON CHNH V DIN TP

Cnh 14: Lm ch s hin din trn sn khu

Cnh 15: Lm nh v khng mt nhc g c

6|Page
Cnh 16: Trang phc ph hp

Cnh 17: Qung kch bn i

Cnh 18: Vui nhn

Din tip: Cn mt chuyn ny na

CH THCH

7|Page
 LI NGI DCH

nc M v trong ngnh my tnh, Steve Jobs c xem l mt thin ti

ca kinh doanh. Tn tui ca ng c gn lin vi thng hiu Apple v
nhng sn phm y tnh sng to ra i lm o ln ngnh cng nghip
my tnh. Nu chng sinh vin 21 tui Steve Jobs, v ngi bn Steve Wozniak
cng nhau thnh lp cng ty Apple nm 1976 th nm sau chic my tnh u tin
Apple 2 ra i v phi i n nm 1984, chic my tnh Macintosh mi c tung
ra th trng. Khng ai c th qun c tnh t ph v tnh cch mng ca chic
Macintosh vi con chut iu khin trn mt giao din ha trong khi ngi
ta vn cn quen dng nhng dng mnh lnh trn mn hnh. Cc dng sn phm i
trc thi i c tip tc c Jobs cho ra i to nn mt cng ng ngi hm
m Apple v Jobs , ht sc trung thnh vi thng hiu, mc d trong cuc chy
ua gia my tnh Mac v my tnh PC (chy cc phn mm ca Microsoft), Mac
ch dm chn mc 10%. Nhng cc sn phm khc ca Apple v cng l ca
Steve Jobs, chim c nhng th phn cao nh iPhone, iTunes, iPod v gn y
l my tnh bng iPad, iPad 2. Nh ta thy trong cun sch, Jobs khng thy vn
th phn thp l quan trng, m cht lng v uy tn ca sn phm mi ng
ngi ta ch , ng khng ngn ngi so snh cc sn phm ca mnh vi cc loi
xe hi c uy tn nhng khng bn c nhiu nh BMW hay Mercedes trong mt
bi phng vn nm 2003 trn t Rolling Stone. Nm 2010, iPad ni ln nh my
tnh bng c nhiu ngi a chung nht v t Financial Times bu Steve
Jobs l Nhn vt ca nm 2010.

Nu Jobs c mi ngi hm m v cch iu khin ti tnh v sng to

mt cng ty ln trn th gii th cch thuyt trnh ca ng trc cng chng li
cng c mi ngi knh phc v hng nm, ngi ta no nc ch i nhng ln
ng ln sn khu gii thiu nhng sn phm mi ca Apple trong cc s kin
quan trng nh Macworld Expo hay Hi ngh thng k ca cc nh thit k phn
mm trn th gii (Worldwide Developers Conference - WWDC). C ngi phi
ng trong gi lnh c m sng hm sau c ch ngi trong hi trng. Nu
Apple l Jobs th cc bi thuyt trnh ca Jobs li l v kh s mt ca Apple
bn hng, nh li ca nh bo Mike Langberg vit trn Knight-Ridder khi thy
Jobs tung ra my nghe nhc di ng iPod nm 2001.

Cun B quyt thuyt trnh ca Steve Jobs m chng ti hn hnh gii

thiu y c vit bi nh bo Carmine Gallo, mt hun luyn vin chuyn
nghip cho nhng thuyt trnh vin cao cp M t cc hng ni ting c n nh
IBM, Nokia Gallo khng chu cng nhn cun sch ng vit ra l mt tiu s tr
hnh ca Steve Jobs, ng nhn mnh sch khng c Steve Jobs y quyn cho ng
vit. Tuy nhin, cuc i ca Jobs cng l u cho mt cun sch ly k. C
8|Page
l chng ta phi i n nm 2012 c c cun iSteve: The Book of Jobs
do Walter Isaacson tho vi s cng tc ca chnh Steve Jobs. Ngi ta t hi, t
u Steve Jobs c c tr thng minh v ngh lc sng v cng hin cho nhn
loi nhng sn phm xut sc ca tr tu m nhng bi thuyt trnh tuyt vi ca
ng ch l mt thnh phn. L con nui ca mt gia nh lao ng sau khi cha m
ca ng, mt sinh vin ngi Iran v mt c gi M, khng c iu kin nui
dy, Steve Jobs l sn phm ca mt x hi M vi tt c cc c may thnh cng,
min l c ch v c ngh lc. ng ch hc na nm ti trng i hc Reed
trc khi b hc lc mi 17 tui, phi sng cc kh trong hai nm tri, i bn hp
Coca Cola c tin n. Sau y, ng lm k thut vin cho hng ch to tr chi
in t Atari c tin cho mt chuyn i thm n . Khi tr v, ng l
mt mt pht t tht s v t y tr i, ng theo gio phi Thin trong o Pht,
ng n chay nhng khng king c. Nm 1976, cng vi ngi bn t thi trung
hc, Steve Wozniak, Steve Jobs thnh lp cng ty Apple. Cng ty ln mnh nhanh
chng nhng n nm 1985, ng b mt chc y v thnh lp mt cng ty khc,
NeXT, chuyn ch to my tnh v sau l cng ty Pixar chuyn lm phim hot
hnh cho hng Disney. Nm 1996, Apple mua li cng ty NeXT ca Jobs v mi
ng tr li Apple. Di s lnh o ca Steve Jobs, Apple hi phc tr li v cho
ra i nhng sn phm y sng to, lm nc lng hng triu ngi hm m.

Carmine Gallo theo di Jobs qua nhng bi phng vn, nhng bi bo

v nht l nhng bi thuyt trnh chnh ca cc s kin MacWorld v WWDC. ng
phn tch tng kha cnh ca cc bi thuyt trnh, t cch trnh by, n ni dung,
cc th thut sn khu m qua Steve Jobs tr thnh ngi thy ca phng
php hng bin dng trong doanh nghip. Qua cc trang sch, chng ta thy Steve
a cng tc gii thiu sn phm thnh mt hnh thc ngh thut sn khu v
Carmine Gallo mun tt c c gi ca ng bt chc c. Th d nh theo
Gallo, mun cho mt bi thuyt trnh gii thiu sn phm mang tnh hp dn th t
ra ngi ta phi c nm yu t sau:

Mt tiu ngn gn kiu Twitter ch dng 140 k t l nhiu nht

Mt phn din thnh gi c l do tp hp quanh mnh. Jobs
nhiu ln s dng IBM hay Microsoft nh nhng k c cn phi nh
.
Nhng hnh chiu n gin v bt mt
Nhng bi biu din n gin khn gi c th nhn, nghe v s
m.
V nht l mt khonh khc k l ngi ta nh mi khi ra v.

9|Page
 Ngoi ra, trong mt on phim trn video clip gii thiu cun sch,
Carminero Gallo cn ni n nhiu th thut khc m Jobs dng trn sn khu
hp dn khn gi. Nhng th thut y c chi tit ha trong sch v ngi c
c th s dng lm cho bi thuyt trnh sp ti ca mnh tr nn thuyt phc
hn. Th d nh Jobs c ti s dng cc t ng, t im cho cc con s lm cho
chng d hiu i vi ngi nghe, mi nhng din vin ph ln chia s sn khu
vi mnh. Tinh thn ca bi thuyt trnh cng rt quan trng v ngi ta ch c th
t n mt trnh gn ging nh Steve Jobs nu c cc nhn t nh s nhit
tnh, lng am m, cng nh tnh hi hc, s bnh tnh.

Theo Gallo th ai ai cng c th t n mt k nng thuyt trnh, hay din

t tng ca mnh nu b cng tp dt k lng. Steve Jobs khng phi l c
thin t bm sinh m ng tp dt nhiu gi nn lc ln sn khu ng c v t
nhin, thoi mi v khng h cng thng. Steve Jobs l mt din vin sn khu c
ti, ng khng h b bt ng v ng c mt kch bn c son tho cng phu
trc khi ng n. Ngay chuyn ng khng h dng mt bc ging c bi
thuyt trnh cng ni ln vic ng xem thuyt trnh nh mt v kch m ng
ng vai chnh. khng i lc , Carmine Gallo cng c cu trc cun sch
ny nh mt v kch vi nhiu hi, nhiu cnh, nhng bui ngh gii lao, v ng
sau sn khu l Gallo trong vai nh o din.

Cun sch B quyt thuyt trnh ca Steve Jobs ny trc ht dnh cho
nhng ai trong ngnh kinh doanh c nhim v gii thiu hay qung co cho cc
sn phm, cc dch v hay cc tng ca mnh. Nhng c l cc gii khc cng
cn n thuyt phc ngi khc hoc ch n gin l gy uy tn cho mnh, cho
cng ty mnh hay quc gia mnh nh trong trng hp nhng nh lnh o chnh
tr phi tip xc vi nhng ngi ng cp nc khc.

Thnh ph H Ch Minh thng 4-2011

TS. Nguyn Th Nhn

10 | P a g e
 LI CM N
un sch ny l mt cng trnh hp tc. Ni dung ca n c hnh thnh

C vi s gip ca gia nh, b bn v i ng tuyt vi McGraw-Hill.

Xin rt cm n bin tp vin ca ti, John Artherne, v lng nhit tnh v
nhng li khuyn ca anh, v cm n Kenya Henderson v gip cho mi vic
thnh hin thc. i ng thit k, tip th v quan h cng chng ca McGraw-Hill
qu l s mt trong ngnh xut bn sch. Ti vinh d c h chia s cng ti
nim hng khi v ti ny.

V ti, Vanessa qun l vic kinh doanh ca chng ti ti Nhm Truyn

thng Gallo. C y khng bit mt mi l g khi chun b bn tho. Khng hiu
lm sao c y li c th gi lo vic kinh doanh ng thi chm sc hai con nh ca
chng ti, tht l qu sc ca nhng chng sinh bnh thng.

Xin cm n nhiu nh bin tp ca ti BusinessWeek.com, Nick Leiber,

anh lc no cng tm ra cch hon thin cc bi vit ca ti. V cng nh mi khi,
xin cm n Ed Knappman, ngi i din lun lun ng vin ti ti New England
Publishing Associates. Nhng hiu bit v s sng sut ca Ed th tht khng ai
snh ni.

Ti cng mun ni ln lng bit n i vi cha m ti, Franco v

Giuseppina, v s gip khng bao gi lung lay ca h. Cm n Tino, Donna,
Francesco, Nick, Patty, Ken v nhiu bn b h hng thn thch khc thng
cm v sao ti khng th c mt v phi b nhng bui chi golf v dp cui tun.
By gi, ta c th tr li sn golf ri y!

Hai con gi Josephine v Lela ca cha. Cc con l nhng nim cm hng

ca cha. Cc con kin nhn trong nhng ngy cha vng mt, cha s thng
bng mt chuyn i chi tuyt vi n nh hng Chuck E. Cheese.

11 | P a g e
 LI NI U
Lm th no
tr nn tuyt vi khc thng
trc bt k i tng no?

Mt ngi no y c th c mt tng hay nht th gii -

hon ton c o v mi m - nhng nu ngi y khng

thuyt phc c nhiu ngi khc th tht chng c ch g.

GREGORY BERNS

teve Jobs l nh truyn thng hp dn nht trn v i th gii. Khng mt

S ai c th gn c nh ng. Mt bi thuyt trnh ca Jobs s tung ra mt

lung dopamine vo b no ca c ta ca ng. C ngi phi n t xa
hng c kch thch ny, ngay c phi qua m trong gi lnh chc chn c
c mt ch ngi tt nht khi nghe ng ni chuyn. Khi khng c c cm gic
th v ny, h nh ngi ang cai nghin. Nu khng th lm sao c th gii thch
vic nhng ngi hm m da biu tnh phn i v Jobs khng c mt ti mt hi
ngh m trong nhiu nm ng c bi din vn chnh? Chuyn ny xy ra khi hng
Apple tuyn b l Jobs s khng c bi pht biu truyn thng chnh ca ng ti
Trin lm Macworld nm 2009. (Apple cng thng bo l cng ty tham gia ln
cui vo trin lm thng mi hng nm ny do IDG World Expo c tr s ng
ti Boston t chc.)

Ph Ch tch ca Apple, Phil Schiller thay ng lm ngi bo co c mi

ngi mong i. Hu nh khng th p ng c cc k vng ca thnh gi,
nhng Schiller hon thnh nhim v mt cch ng khm phc v chnh xc l
ng s dng nhiu k thut ca Jobs. Nh bo Jon Fortt [1] vit Mt tri ln
trn th h u tin ca cc thn ng ni lon pht minh ra my tnh c nhn,
thng mi ha Internet v nui dng cc cng ty ca h ln ln thnh nhng
hng c th lc.

12 | P a g e
 Mt bi thuyt trnh chnh ca Steve Jobs tht l mt tri nghim phi
thng, v ng khng lm nhiu thuyt trnh nh th. Mc d nhng ngi hm
m, nhng nh u t v khch hng ai ai cng mun ng c mt nhiu hn trong
cc s kin ca Apple, khi ng ngh php trong nm 2009 v l do sc khe v
khi Apple rt khi Trin lm Macworld, nhng ngi ta s t c dp chng
kin tn mt tc nghip ca ngi thy trong mt lnh vc m ng hon thin
trong hn ba thp k. (V sau c tin chnh thc l Jobs tri qua mt ca phu
thut thay gan thnh cng v ng s tr li cng tc). Cun sch ny ghi li nhng
cuc thuyt trnh thnh cng nht ca Jobs v ln u tin, h l cc k thut chnh
xc m ng dng gy cm hng trn c ta ca mnh. Trn ht, bn c th
hc hi cc k xo ca ng v bt chc cc k thut m ng dng gy n
tng su sc cho ngi nghe, lm cho h phn chn cung nhit n mc khng
th dt ra ni.

Bn hy theo di mt bi thuyt trnh ca Macworld - nhng ngi trung

thnh gi l cc bi ca Steve th bn s bt u t li vn vi tt c cc bi
thuyt trnh ca bn hin nay: nhng g bn ni, cch bn ni v nhng g m c
ta cm nhn c khi nghe bn ni. Ti vit trong BusinessWeek.com mt bi
bnh lun v k nng trnh by ca Steve Jobs. Bi ny nhanh chng c nhiu
ngi trn th gii a chung (Ngay c Daniel Lyons, c bit di tn Steve
Jobs gi cng cao n). N li cun nhiu ngi s hu my tnh Mac
cng nh my tnh PC khi mun t qung co cho mnh hay cho cc tng ca
mnh. Mt s t c gi tn mt thy Jobs, mt s khc theo di Jobs trn
video hay trn mng, nhng phn ln cc c gi th cha bao gi c nghe ng
thuyt trnh. Nhng g h hc c lm cho h m rng tm mt v nhiu
ngi phi thit k tr li t u.

V nhng l do gio dc, bn hy s dng Youtube b sung cho cc k

thut m chng ti s cp n nhng trang sau. thi im vit sch ny,
c trn 35.000 on phim ni v Steve Jobs trn Youtube, mt con s ln hn
nhiu so vi phn ng cc Tng gim c (TG) ni ting khc, k c Richard
Branson ca Virgin (1.000 on), Steve Ballmer ca Microsoft (940) v ngi
ng u General Electric trc y, Jack Welch (175). Trong trng hp ny,
Youtube cho chng ta mt c hi c v mt c nhn c bit, bit v cc k
thut lm cho ngi y thnh cng, v xem cc k thut y hot ng nh th no.

iu m bn s hc c Jobs l mt ngi bn hng trn truyn thng c

sc hp dn mnh, ng bn cc tng ca mnh vi mt cch lch lm bin
khch hng tim tng thnh khch hng tht, v khch hng tht thnh nhng
ngi i qung co cho mnh. ng c sc cun ht qun chng m theo nh x hi
hc c Max Weber, chnh l mt ti nng ca mt c nhn nh h vt tri
13 | P a g e
ln trn nhng ngi bnh thng v c xem l siu nhn, c tri ph cho
tnh siu phm, hay t ra cng c bit c cc quyn uy hay cc c tnh c bit
khc ngi. [2] i vi nhng ngi hm m ng, Jobs tr nn mt siu nhn.
Nhng c mt iu m Weber khng ng. Weber tin rng sc quyn r y th
ngi thng khng th c c. Mt khi bn hc chnh xc Jobs hnh
ngh nh th no v thuyt trnh nh th no trong mt bi ni chuyn ni ting
ca ng, th bn s thy bn cng c th c c quyn uy c bit y. Nu bn bt
chc mt vi k thut ca ng, bi thuyt trnh ca bn s vt ln trn v s
nhng bi thuyt trnh tm thng ngi ta a ra trong bt k ngy no. Lc y,
nhng k cnh tranh v cc ng nghip ca bn s chng khc g nhng tay
nghip d ng bn bn.

Ngi thy ca cch thit k nhng bi trnh din, Nancy Duarte, trong sch
Slide:ology c vit Thuyt trnh trn thc t tr thnh mt cng c truyn
thng. C th da trn cht lng ca nhng bi thuyt trnh m ngi ta khi
ng cc cng ty, tung ra cc sn phm, duy tr cc h thng xu hng. Cng
tng t nh th, cc tng, cc n lc v ngay c cc s nghip cng b tiu tan
v truyn t khng hu hiu. Trong s hng triu bi thuyt trnh a ra hng
ngy, ch mt s t l c trnh din tt. [3]

Duarte bin cc phim n chiu 35mm ca Al Gore thnh mt cun phim

ti liu An Inconvenient Truth v sau c nhn gii thng. Cng nh Al Gore,
ng ny l thnh vin hi ng qun tr ca Apple, Steve Jobs s dng cc bi
thuyt trnh nh nhng tri nghim c th lm thay i mi th. C hai u cch
mng ha ngnh kinh doanh truyn thng v h c nhng g dy chng ta.
Nhng nu Gore ch c mt bi thuyt trnh lp i lp li hng nghn ln th Jobs
cng hin cho chng ta nhng bi thuyt trnh gy kinh hong k t khi my tnh
Macintosh c tung tra th trng t nm 1984. S tht l bi thuyt trnh gii
thiu Macintosh m bn s c trn nhng trang sau l bi thuyt trnh mang nhiu
kch tnh nht trong ton b lch s ca t chc doanh nghip M. Ti thy k l l
Steve Jobs tht s hon thin phong cch thuyt trnh ca mnh sau hai mi
lm nm k t khi gii thiu sn phm a ra bn. Kh lng c th vt ln trn
bi thuyt trnh thnh cng nht trong thi i ca chng ta. Tuy nhin cc bi
thuyt trnh chnh ca Jobs cc Trin lm Macworld nm 2007 v 2008 vn l
hay nht. Tt c nhng g ng bit to ra mt s kt ni vi c ta ha
nhuyn li v mang n nhng khonh khc k diu.

By gi ti xin ni n mt tin khng hay. Bn hy so snh cc bi thuyt

trnh ca mnh vi nhng thuyt trnh ca Steve Jobs. ng bin cc bui trnh
din phim n chiu hnh thc, bun t, k thut, nng n thnh mt s kin sn
khu hon chnh vi nhng nhn vt chnh din, phn din, nhng vai ph v
14 | P a g e
nhng tm mn phng lng ly. Nhng ai ln u chng kin mt bui thuyt trnh
ca Steve Jobs u m t n nh mt tri nghim khc thng. Trong mt bi trn
bo Los Angeles Times v chuyn Jobs ngh dng bnh, Michael Hiltzik vit:
Khng mt v TG M no li gn b mt thit hn vi cc thnh cng ca cng
ty mnh Jobs l ngi rao hng c tm nhn xa trng rng ca Apple. Nu bn
mun c mt nim v nhn vt ny, hy xem bng video ca s kin tung iPod
u tin ra th trng vo thng Mi nm 2001. S thun thc y kch tnh ca
Jobs tht k l. Gn y xem li s kin ny trn Youtube, ti c nh ngi trn la
mc d ti bit kt cc s nh th no. [4] Jobs ng l Tiger Woods ca kinh
doanh, ng bt tt c chng ta phi nng cao tiu chun.

By gi l mt tin hay. Bn c th nhn ra v bt chc mi k thut ca

Jobs lm cho thnh gi ca bn hi hp nh ngi trn la bng. Li dng cc
im mnh ca ng s gip bn xy dng nhng bi thuyt trnh k diu ca ring
bn v cho bn nhng cng c bn cc tng ca mnh mt cch thuyt phc
hn l bn tng tng.

Hy xem B quyt thuyt trnh ca Steve Jobs ny nh mt l trnh dn

bn ti thnh cng trong thuyt trnh. N l gn nht vi trng hp chnh Jobs ni
thng vo tai bn khi bn ang trnh by cc gi tr ca dch v, sn phm,

Tro ln bc thang

Khi bn t y tro ln mt bc thang, hiu qu ca bn s tu thuc vo

kh nng ca bn vi ti nhng ngi khc qua li ni v li vit. [5]

PETER DRUCKER

doanh nghip hay mc tiu ca bn. D bn l mt TG ang tung ra th trng

mt sn phm mi, hay mt doanh nhn ang ku gi cc nh u t, mt ngi
bn hng chuyn nghip ang hon tt mt tha thun, hay mt nh o to ang
mun gy cm hng cho lp hc, Jobs u c ci g y dy cho bn. Phn ln
cc doanh nhn u c nhng bi thuyt trnh a ra cc thng tin. Jobs th
khng vy. Mt bi thuyt trnh ca Jobs l c mc ch gy ra mt tri nghim
mt trng thc t mo m lm cho c ta ca mnh kinh hong, cm hng
v nh b kch ng mt cch in cung.

Mt vi t thng dng nht m t Steve Jobs l quyn r, li cun,

say m, v thuyt phc. Cn nhng t khc c bit c lin quan n cc c
tnh v i x ca ng th t tng bc hn. Jobs l mt con ngi phc tp sng to
ra nhng sn phm khc thng, nui dng mt lng trung thnh su m, v
cng lm cho ngi khc s cht khip. ng l mt ngi cu ton say m v
15 | P a g e
mt ngi nhn xa trng rng, hai c tnh kt hp vi nhau to ra s bng n khi
s vic khng tin trin theo cch Jobs tin l phi tin trin nh th no. Cun sch
ny khng c nh ni ln mi th v Steve Jobs. N khng phi l mt cun tiu
s ca nhn vt v cng khng phi l cun lch s ca Apple. Sch ny khng ni
v Jobs nh lnh o m ni v Jobs, nh truyn thng. V mc d cun sch ny
s gip bn to ra nhng bi thuyt trnh v cng hu hiu, n vn dnh ngh thut
thit k cc bi thuyt trnh cho nhng tc gi c thm quyn hn m cng vic
sut i h ch hng v lnh vc v ha. (Mun c thm dn chng, li
khuyn, v cc on video v nhng bi thuyt trnh nu trong sch, ngh cc
bn vo trang mng carminegallo.com). Sch ch cung cp y chi tit v vic
Jobs tc nghip nh th no v trnh by cu chuyn ng sau thng hiu
Apple. Bn s thy Jobs lm th no trong cc vic sau:

Tho thng ip
Trnh by cc tng
To kch ng trn mt sn phm hay mt tit mc
Chuyn giao mt tri nghim ng ghi nh
To ra nhng khch hng i qung b

Cc k thut ny s gip bn xy dng nhng bi thuyt trnh tuyt vi khng

khip ca chnh mnh. Cc bi hc u d nh nhng ng dng nh th no l ty
bn. Phi tn cng c th ni c nh Steve ni, nhng cc li ch cho s
nghip, cng ty hay thnh cng ca c nhn bn cng ng c bn tn tnh tham
gia.

Ti sao khng phi l Ti?

Khi ti ln chng trnh tng V i vi Donny Deutsch ca i
CNBC, ti rt n tng bi ngh lc lan ta ca ngi dn chng trnh. Deutsch
cng hin cho khn gi ca mnh li khuyn sau: Nu bn thy ai chuyn c
lng am m ca mnh thnh li lc, th bn hy t hi mnh, Ti sao khng phi
l ti [6]. Ti cng khuyn cc bn lm nh vy. Khi c xong nhng trang sau
ny v Jobs, bn hy t hi mnh, Ti sao khng phi l ti? Ti sao ti khng
truyn nng lng c cho cc thnh gi ca mnh ging nh Jobs? Cu tr li
l, Bn c th. Nh bn s thy, khng phi tri sinh Jobs nh vy. ng phi
dy cng tu luyn c nh vy. D cho ng c mt nng khiu v sn khu
nhng phong cch ca ng tin ha v qua nm thng hon thin. Jobs lun
lun tp trung vo s hon thin, b cng sc vo mi hnh chiu, mi gii thiu,
mi chi tit ca bi thuyt trnh. Mi bi thuyt trnh k v mt cu chuyn, v mi
hnh n chiu l mt cnh vt. Jobs l mt ti t sn khu v cng nh vi mi

16 | P a g e
din vin ni ting, ng lun tp luyn cho n khi nhun nhuyn v kch. C ln
Jobs ni: Hy l tiu chun ca cht lng. Mt s ngi khng quen vi mi
trng ni ngi ta mong i s xut sc. [7] Khng c li tt dn n xut sc.
Mun trnh din nh Jobs th phi c k hoch v rn luyn, nhng nu bn quyt
tm t n nh cao nht th khng c ngi thy no tt hn l v ti t lo luyn
ca Apple (Xem Hnh 1).

Hnh 1. Ti t sn khu bc thy ca Apple

ang bin bui thuyt trnh thnh mt tri nghim sn khu.

Bui trnh din gm ba hi

B quyt thuyt trnh ca Steve Jobs c kt cu ging nh mt biu
tng ca mt bi thuyt trnh m Jobs a thch: mt v kch ba hi. Tht ra, mt
bi thuyt trnh ca Steve Jobs rt ging mt v kch y l mt cuc biu din
ngh thut c dn dng tinh t, c tp dt k lng thng tin, gii tr
v gy cm hng. Khi Jobs gii thiu bng hnh video v iPod ngy 12 thng
Mi, 2005, ng la sn khu ca Nh Ht California San Jose. y l mt s
dn cnh thch hp v Steve chia chng trnh gii thiu sn phm thnh ba hi,
c nh mt v kch c in. Trong Hi 1, ng gii thiu chic iMac G5 c my
quay phim gn sn. Hi 2 khi ng vic tung ta th trng my iPod th h th
nm ln u tin c th cho xem ni dung video. Trong Hi 3, ng ni v iTunes 6,
vi tin thi s l hng ABC s c cc chng trnh truyn hnh dnh cho iTunes v
17 | P a g e
cho video iPod mi ra i. Jobs cn thm vo cuc trnh din bng cch gii thiu
nhc s Jazz huyn thoi Wynton Marsalis.

theo ng nhp iu ca Jobs v hnh tng mt bi thuyt trnh ging nh

mt v kch c in, B quyt thuyt trnh ca Steve Jobs cng s chia thnh ba
hi:

Hi 1: To ra cu chuyn. C by chng hay cnh trong phn ny s

cho bn nhng cng c thc t xy dng mt cu chuyn l th v
thng hiu ca bn. Mt cu chuyn khc chit s gip bn c c lng
tin v kh nng chinh phc c ta.
Hi 2: Truyn t kinh nghim. Trong su cnh, bn s hc nhng ch dn
thc t bin cc bi thuyt trnh ca bn thnh nhng mn trnh din hp
dn i vi con mt ngi xem v s l nhng tri nghim bt buc phi
c.
Hi 3: Hon chnh v din tp. Nm cnh cn li s bn n cc vn
nh ngn ng c ch, cch ni, thuyt trnh theo kch bn lm sao cho ra
v t nhin v nh m thoi. Ngay c vic la chn trang phc ca bn
cng c bn n. Bn s bit rng o c l gi, qun b, v giy th thao
i vi Jobs th hp nhng i vi bn th c th lm sp s nghip ca
bn. C nhng t tm ngh gii lao gia cc hi kch. Cc t tm ngh y
c cha nhng thng tin rt qu gi c la chn t nhng khm ph
mi nht ca ngnh nghin cu v nhn thc v ngnh thit k cc bn
thuyt trnh. Nhng khm ph y s gip bn a cc thuyt trnh ca mnh
ln nhng tm cao mi.

Tht ra bn ang bn g?
Jobs l ngi thy ca vic ly nhng th g xem ra c v t nht nh
mt cc phn cng in t ri gi n vo mt cu chuyn lm cho n tr
thnh hp dn mt cch y kch tnh, Alan Deutschman vit nh vy trong
cun Steve Jobs xut hin ln th hai. [8] Ch c mt s t cc nh lnh o m ti
hn hnh c gp mi c ci ti y, ti bin nhng th bun t thnh nhng cu
chuyn thng hiu l th. TG John Chambers l mt trong s nhng ngi y.
Chambers khng ch bn cc b nh tuyn v cc b chuyn mch l nhng ct
tr ca Internet m thi. Ci m Chambers bn l nhng mi kt ni gia con
ngi vi nhau lm thay i c cch chng ta sng, lm vic, chi a v hc
tp.

Nhng nh truyn thng gy cm hng nhiu nht l nhng ngi c c

c tnh ny kh nng sng to ra nhng g c ngha t nhng sn phm k b
18 | P a g e
v tm thng. TG Starbucks, Howard Schultz khng ch bn c ph. ng bn
mt khng gian th ba gia ni lm vic v ni . Ngi thy ca ngnh ti
chnh Suze Orman khng ch bn cc tp on cng nghip hay cc qu h tng.
B cn bn gic m c t do ti chnh. Cng tng t nh th, Jobs khng ch
bn my tnh. ng cn bn cc cng c gii phng tim nng con ngi. c
cun sch ny, bn hy t hi: Tht ra ti ang bn g y? Bn nn nh rng
mt hng ca bn chng gy nn cm hng no c. Ch cho ti bit l mt hng ca
bn ci thin i sng ca ti nh th no, lc y ti mi chu bn. Lm th no
ti thch th th ti mi tr thnh mt ngi i qung b cho mt hng y.

Trong lc c sch ny, bn cng s nhn ra rng Steve Jobs c thc y

bi mt lng say m cu nhn th lm thay i th gii, c mt du n
trong v tr. Mun cho cc k thut ny hot ng c, bn phi c mt nim
su xa v x mnh ca mnh. Nu bn c lng am m v ti ca mnh th bn
pht trin c n 80 phn trm lc hp dn nh Jobs vy. T lc mi hai
mi mt tui, khi Jobs cng ngi bn mnh Steve Wozniak sng lp ra Apple,
ng em lng yu mn gic m ca mnh l lm th no my tnh thay i c
x hi, gio dc, gii tr. Lng am m ca ng c sc truyn cm, ch cn ng c
mt l mi ngi b ly bnh. Lng am m ny c biu l trong mi bi thuyt
trnh.

Chng ta u c nhng lng am m ang thi thc chng ta. Mc ch ca

cun sch ny l gip bn nm gi c lng am m y v bin n thnh mt cu
chuyn c sc quyn r n ni ai ai cng mun gip bn thc hin gic m y.
Bn s thy l rt c th cc tng hay sn phm ca bn s ci thin rt nhiu
i sng ca khch hng ca mnh t my tnh n xe hi, n cc dch v ti
chnh, n cc sn phm lm sch mi trng nhng nhng sn phm v i
nht trn th gii cng s v dng nu khng c mt ngi qung b thng hiu
vn ng cho n. Nu bn khng lm cho ngi ta quan tm n c th sn
phm ca bn s khng bao gi c c may thnh cng. C ta ca bn khng quan
tm, h khng hiu v h cng chng thy thch th g. Ngi ta khng h n
nhng g t nht. ng cht cc tng ca bn ch v bn khng gii thiu
c chng mt cch lm thi bng ln ngn la trong tr tng tng ca nhng
ngi nghe. Hy s dng cc k thut ca Jobs vi ti tri tim v khi c ca
nhng ngi m bn mun gy nh hng.

Nh Jobs thng ni khi khi ng mt bi thuyt trnh, By gi chng ta

hy bt u i.

19 | P a g e
 Hi 1

TO RA CU CHUYN
o ra cu chuyn, hay ct truyn, l bc i u tin bn tng ca

T bn vi mt sc mnh, mt sc thuyt phc v mt s cun ht. Thnh

cng bc i ny chnh l s khc bit gia nhng nh truyn thng tm
thng v nhng nhn vt khc thng. Phn ln ngi ta khng bit suy ngh qua
cu chuyn ca h. Nhng nh truyn thng t kt qu u ln k hoch hu hiu,
nhm pht trin nhng thng ip v nhng tiu , lm cho ngi nghe d dng
theo di cu chuyn k, v a vo mt k th chung xy dng kch tnh. By
chng hay cnh trong Hi 1 gip ta t nn mng cho thnh cng ca bi
thuyt trnh. Mi cnh s km theo mt tm tt s lc v nhng bi hc c bit
v d nm bt m ngay hm nay bn c th p dng. Chng ta hy duyt qua cc
cnh nh sau:

Cnh 1: Lp k hoch theo k thut tng t. Trong chng ny, bn

s thy cc nh thuyt trnh ni ting nh Steve Jobs lm th no hnh
dung, ln k hoch v to ra cc tng rt lu trc khi m phn mm
my tnh v thuyt trnh.

Cnh 2: Tr li cu hi quan trng nht. Thnh gi ca bn s t t

cho mnh mt cu hi v ch mt cu hi l: Ti sao ta phi quan tm? B
qua cu hi y, bn s b c ta ui c i.

Cnh 3: Pht trin mt nim cu nhn th cho mc tiu ca

mnh. Lc mi hai mi lm tui, Steve Jobs c gia ti trn 100 triu
USD, nhng ng khng h quan tm. Hiu c s tht ny, bn s c th
m cnh ca che giu ti cun ht l thng ca Jobs.

Cnh 4: To ra nhng tiu kiu Twitter. Mng x hi ny lm

thay i cch truyn thng. Pht trin nhng tiu ngn gn trong cc cu
140 k t s gip bn bn cc tng ca mnh mt cch thuyt phc hn.

Cnh 5: Phc ha mt l trnh. Steve Jobs lm cho cc lp lun ca ng

d theo di bng cch tun th mt trong nhng nguyn tc hng mnh nht
thuyt phc: quy lut s ba.
20 | P a g e
 Cnh 6: Gii thiu ngi phn din. Trong mi bi thuyt trnh ln,
Steve Jobs u a vo mt nhn vt phn din ngi nghe chng li.
Mt khi ng a vo mt k th, sn khu chuyn sang cnh tip theo.

Cnh 7: Tit l Ngi Hng Chinh Phc. Mi bi thuyt trnh ln ca

Steve Jobs u a vo mt ngi hng ngi nghe tp hp quanh ngi
y. Ngi hng trnh ra mt cch thc hin cng vic tt hn, thot khi
nguyn trng x cng v gy cm hng mi ngi i theo i mi.

21 | P a g e
 CNH 1
Lp k hoch
Theo k thut tng t

Tip th tht s l mt nh ht kch.

N ging nh a mt bui biu din ln sn khu.

JOHN SCULLEY

teve Jobs ni danh trong th gii s ca cc bit v cc byte, nhng ng

S to ra nhng cu chuyn theo truyn thng ca th gii xa, dng bt v

giy. Cc bui thuyt trnh ca ng l nhng bui biu din sn khu ct
to ra ti a qung co, tin n v s thn phc. Chng c tt c cc t cht
ca nhng v kch hay nhng cun phim ln, c xung t, c quyt tm, c nhng
nhn vt phn din v chnh din. V, cng nh nhng nh o din phim ni
ting, Jobs xy dng chui s kin chnh trc khi s tay n my quay (c
ngha l m cc phn mm thuyt trnh trn my tnh). y l mt nh ht kch v
tip th, rt khc cc nh ht kch khc.

Jobs i su vo mi chi tit ca mt bi thuyt trnh: vit li m t, lm cc

phim n chiu, tp dt trn bi mu, chun b nh sng sn khu. Jobs khng cho
l ci g cng c sn. ng lm mt vic m cc nh thit k thuyt trnh ni ting
khuyn co: l bt u trn giy. Garr Reynolds vit trong Presentation Zen [1]:
Hnh nh c mt ci g trong giy v bt v vic pht tho cc tng th trong
th gii tng t nhng giai on u c th dn n s r rng, v nhng kt
qu tt hn, sng to hn khi ta cui cng din t cc tng ca mnh theo k
thut s.

Cc chuyn gia thit k, k c nhng ngi xy dng cc bi thuyt trnh

cho Apple, u a ra khuyn co l din gi phi dnh phn ln thi gian cho suy
ngh, phc ha v ln kch bn. Nancy Duarte l nh thit k ti ba to nn phim
An Inconvenient Truth. Duarte khuyn thuyt trnh vin nn b ra chn mi gi
to ra mt bi thuyt trnh ko di mt ting ng h c cha ba mi hnh chiu

22 | P a g e
[2]. Hai mi by ting ng h u tin phi dng cho vic nghin cu vn ,
xin kin chuyn gia, sp xp cc tng, hp tc vi ng nghip, v phc ha
cu trc ca cu chuyn.

Du Bullet cht ngi

Bn s ngh v g khi bn m Powerpoint. Mt hnh chiu trng trn hin ra
trong c ch in vo cc ch - u v ph . C chuyn ri y. Trong
mt bi thuyt trnh ca Steve Jobs s c rt t t ng. By gi bn hy ni v
nhng g bn thy trc tin trong bng menu hin ra di ch Format: Bullets and
Numbering. By gi li dn n mt vn th hai. Trong mt bi thuyt trnh ca
Steve Jobs khng c du hiu Bullet. Chnh phn mm bt bn phi to ra mt
khun mu ti liu tri ngc hn vi nhng g bn cn ni chuyn nh Steve!
Tht ra, nh trong cc cnh sau bn s thy l cc vn bn v cc du hiu bullet l
cch t hu hiu nht truyn b nhng thng tin m bn mun chng c nh
li v hot ng. Bn hy dnh cc du hiu bullet cho danh sch mua hng ca
hng tp ha.

Nhng bi thuyt trnh cun ht p vo mt ngi xem s gy cm hng

cho ngi nghe. Vng, ta phi b vo mt t cng sc nht l trong giai on k
hoch. V lm hun luyn vin trong ngnh truyn thng, ti lm vic vi cc
TG v cc lnh o cao cp v k nng truyn thng, trnh by v ni trc cng
chng ca h. Mt khch hng ca ti, mt doanh nhn khi nghip, b ra su
mi ngy di Bentonville, Arkansas c c mt cuc gp mt vi Wal-
Mart. K thut ca ng ta lm cho cc lnh o ca cng ty ngc nhin v h
ng cho ng ta qua mt th nghim bta, cho lm th. Wal-Mart ngh ng
trnh by thng tin cho mt nhm cc nh qung co v nh qung tr cao cp. Ti
gp v khch hng ny trong nhiu ngy ti vn phng Silicon Valley ca mt
cng ty vn mo him u t vo cng ty ng ta. Ngy u tin, chng ti
khng lm g khc ngoi vic phc tho cu chuyn. Khng dng my tnh m
cng chng c Powerpoint, ch c giy v bt (trong trng hp ny l mt ci
bng trng). Sau cng, chng ti chuyn cc bn phc tho thnh nhng tng
trn hnh chiu. Chng ti ch cn nm hnh chiu cho mt bi thuyt trnh di
mi lm pht. Lm hnh chiu khng tn nhiu thi gian nh pht trin cu
chuyn. Mt khi chng ti vit cu chuyn k, thit k cc hnh chiu tht d
dng. Bn nn nh, chnh l cu chuyn ch khng phi cc hnh chiu, mi li
ko tr tng tng ca ngi nghe.

23 | P a g e
 Th nghim khn n

Mt bc nh l mt phng php mnh m nht truyn t tng.

Thay v m my tnh, bn hy rt ra mt chic khn n. Vi tng
kinh doanh thnh cng nht c phc tho trn mt sau ca chic
khn n. Ngi ta c th tranh ci rng khn n cn quan trng i vi
th gii ca cc tng kinh doanh hn l Powerpoint. Ti thng
cho rng cc cu chuyn khn n cng ch l nhng cu chuyn, do
cc nh bo tng tng ra m thi. Ngh nh vy cho n khi ti gp
Richard Tail, ngi sng lp ra Cranium. Ti chun b cho ng mt
bui phng vn trn truyn hnh CNBC. ng k cho ti nghe rng trn
chuyn bay xuyn lc a t New York n Settle, ng rt ra mt
chic khn nh dng khi ung ru khai v v phc ha tng ca
mt bn c trn y mi ngi u c th tr nn xut sc trong mt
khu vc, mt tr chi m ai ai cng c c may ta sng. Cranium tr
thnh mt tr chi gy chn ng trn th gii v v sau c Hasbro
mua li. Khi nim u tin ca n n gin n ni c th vit c
trn mt chic khn n nh b trn my bay.

Mt trong s nhng cu chuyn khn n doanh nghip ni ting nht

l chuyn ca hng hng khng Southwest. Lc y, mt lut s tn
Herb Kelleher gp mt khch hng l Rollin King, ti Cu lc b St.
Anthony San Antonio. King s hu mt hng my bay nh ch thu
theo chuyn. ng mun xy dng mt hng my bay r tin bay
ng ngn nhng trnh cc sn bay ln v mun bay n Dallas,
Houston v San Antonio. King v ra ba vng trn, vit tn cc thnh
ph vo tron y v ni c ba li vi nhau mt cch v cng n
gin. Kellerher hiu ra ngay. Kellerher k hp ng lm c vn php
lut (v sau ng tr thnh Tng Gim c) v hai ngi thnh lp
hng hng khng Southwest nm 1967. King v Kellerher tip tc pht
minh ra ngnh du lch bng ng hng khng M v xy dng mt
vn ha doanh nghip to cho Southwest mt v tr trong s cc cng
ty c khm phc nht trn th gii. ng bao gi nh gi thp uy
th ca mt tng n gin m c th nm gn trn mt chic khn
n!

24 | P a g e
Cu chuyn phi trung tm
Trong Beyond Bullet Points, Cliff Atkinson nhn mnh, iu quan trng
c nht m bn c th lm ci thin cc bi thuyt trnh ca bn l c mt cu
chuyn k trc khi bn thao tc trn tp Powerpoint. [3] Atkinson ch trng
mt cch tip cn gm ba bc xy dng mt chui s kin nhm thit k bn
thuyt trnh:

Vit Pht hc Sn xut

Ch sau khi vit ra cc cnh trong v kch xy dng kch bn th ng

mi tn thnh vic tng tng ra trong u bng dng ca cc hnh chiu. Mun
vit kch bn, bn phi tm thi gt b nhng vn thit k ca Powerpoint nh
kiu ch, mu ch, mu nn v cc chuyn tip gia cc hnh chiu. Mc d n c
v i nghch vi trc gic, nhng khi bn bt u bng vic vit kch bn, tht s
bn m rng cc kh nng tng tng ca mnh v vit l xc nh mc ch
ca mnh trc khi bt u i vo thit k. Kch bn m ra quyn lc tim n ca
Powerpoint nh l mt cng c k chuyn bng hnh nh vi mt cch c th
lm bn v c ngi nghe ca bn ngc nhin v thch th. [4] Khi trong tay c
kch bn hon chnh, bn s sn sng pht ha v sn xut ra tri nghim ca
mnh. Tuy nhin, kch bn phi i trc tin.

Chn thnh phn

ca nhng bi thuyt tnh hay
Cc kch bn thuyt trnh hp dn thng c chn thnh phn chung. Hy
ngh n vic a cc thnh phn y vo bi thuyt trnh trc khi bn lp chng
trnh, d bn dng Powerpoint, Keynote hay bt k phn mm thit k no khc.
Sau y, chng ti s trnh by chi tit mt vi khi nim y, nhng ngay t by
gi, bn hy nh k khi bn trin khai cc suy ngh ca mnh.

tng chnh v c nht m bn mun ngi nghe tip thu l g? N phi

ngn gn (140 k t l cng), d nh v vit theo ng trnh t ch ng - ng t -
b ng. Khi Steve Jobs trnh ra Iphone, ng tuyn b Ngy nay Apple pht minh
li in thoi. [5] l mt u . Cc u li cun s ch ca c ta v
cho ngi ta mt l do lng tai nghe. Mun c cc tng, hy c USA today.

25 | P a g e
Sau y l mt vi th d trch ra t t bo hng ngy c a chung nht nc
M:

Macbook ca Apple tuy mng nhng dy chc nng

Apple tung ra h iu hnh Con Bo

Apple thu gn ipod

PHT BIU V NIM AM M

Aristotle, ngi cha ca ngnh din thuyt trc cng chng, tin rng din
gi thnh cng phi l ngi c Pathos, theo ting Hy Lp c ngha l lng am
m i vi ch ca mnh. Rt t nh truyn thng li t ra kch ng v ch
ca mnh. Steve Jobs, mi khi thuyt trnh, tot ra mt nhit tnh gn nh lm cho
ngi ta chong vng. Cc nhn vin c ca ng v ngay c vi nh bo cng ni
rng h thy nng lng v nhit tnh ng ta ra lm cho h nh hon ton b thi
min. Bn hy vi pht tho ra mt bi pht biu v nim am m ca mnh
bng cch in vo ch trng trong cu sau: Ti rt phn khi v sn phm (cng
ty, sng kin, chc nng, v.v) ny v n _____________." Mt khi bn ngh
ra bi pht biu v lng am m ny, ng thn hy chia s vi mi ngi.

BA THNG IP CH CHT

By gi bn quyt nh v u v li pht biu v nim am m ca

mnh, hy vit ra giy ba thng ip m bn mun cc thnh gi tip thu. Chng
phi c th nh li d dng m khng cn nhn vo ghi chp. Mc d cnh 5 s ni
v ch ny, nhng ngay by gi bn ng qun rng thnh gi ch c th nh li
ba hay bn im trong tr nh ngn hn. Mi thng ip ch cht phi c nhng
im chng minh km theo.

N D V LOI SUY

Khi bn xy dng cc thng ip ch cht v nhng im chng minh, hy

quyt nh xem cc k thut hng bin no s lm cho chuyn k ca bn thm
phn hp dn. Theo Aristotle, n d l php quan trng nht cho n nay. Mt n
d - tc l mt li ni hay cu ni m t mt chuyn nhng li c dng ch
nh cho mt chuyn khc vi mc ch so snh l mt cng c thuyt phc tt
nht trong cc chin dch tip th, qung co v quan h qun chng. Jobs s dng
cc n d trong ni chuyn bnh thng v trong thuyt trnh. Trong mt bi
phng vn ni ting, Jobs ni: i vi ti, mt my tnh l mt cng c xut sc

26 | P a g e
nht m ngi ta cha tng c. N cng tng ng vi mt chic xe p dng
cho tr c ca chng ta.

Cc chuyn gia bn hng u thch dng n d th thao: Chng ta cng chi

trong mt i hnh, y khng phi l thi gian ngng bng m ang chi tht
y; hay H s nh bng chy ca chng ta ln n mt nghn, hy tip tc
nng cao. Trong khi cc n d th thao th rt ph hp, bn hy th lm khc i
vi nhng mong i ca c ta. ti gp mt n d hay cho mt ng dng dit virt
mi trn phn mm Kapersky. Cng ty ny s dng c mt trang bo lm qung
co (qung co m ti c c l trn USA Today). N c hnh nh mt ngi
lnh thi Trung c mc y b gip st ang i ra xa, lng quay li pha ngi
c. u vit ng bun. Xa kia bn cng rt thnh cng. n d so snh
cc k thut bo m an ninh cho Internet ngy nay (nhng phn mm cnh tranh
vi Kapersky) vi nhng b gip st thi Trung c, chm chp, nng n, l tt
nhin khng sao bng c cc k thut qun s hin i. Cng ty m rng n
d ny cho a ch trn mng vi hnh nh mt b gip st v cng mt cu qung
co nh trn. n d c dng cho tt c cc qung co tip th ca cng ty.

Php loi suy l nhng h hng gn ca n d v cng rt hu hiu. Mt loi

suy l mt so snh gia hai th khc nhau nhn mnh mt vi im tng ng.
Loi suy gip ta hiu c nhng khi nim m chng ta c th khng bit n.
B phn x l chnh l b c ca my tnh ca cc bn l mt ngoi suy
gip nhiu cho nhng cng ty nh Intel. Bng nhiu cch, con chip cng c cng
chc nng trong my tnh nh b no trong c th con ngi . Con chip v b no
l hai c quan khc nhau nhng li c cng chc nng. S tng t c bit ny
cn thit n ni gii truyn thng s dng rng ri. Khi bn tm ra mt s tng
t mnh dng c tt th bn hy bm cht ly n ri to cho n mt th vng
chc trong tt c cc bi thuyt trnh, a ch trn mng, v cc ti liu tip th. Jobs
thch dng loi suy tng t cho vui, nht l khi c th p dng cho Microsoft.
Trong mt bi phng vn ca Walt Mossberg trn Wall Street Journal, ng ch ra
rng nhiu ngi ni l h thch ng dng iTunes trn windows. N c nh l cho
ai ang a ngc ung mt cc nc c . [7]

CC BIU DIN

Jobs chia s danh ting vi cc nhn vin, cng s, v cc sn phm. Biu

din l mt phn quan trng trong cc thuyt trnh ca ng. Khi Jobs gii thiu mt
phin bn mi ca h iu hnh Os X, bit danh l Leopard (Con Bo), ti hi ngh
ton cu cc nh thit k tin hc ca Apple (thng gi tt l WWDC, mt hi
ngh thng nin cng l mt s kin ca Apple gii thiu cc phn mm v k

27 | P a g e
thut mi) thng Su nm 2007. ng ni Leopard c ba trm chc nng. ng la ra
mi chc nng gii thiu v biu din, k c Time Machine (sao chp d
phng t ng), Boot Camp (chy Windows XP v Vista trn Mac) v Stacks (t
chc tp tin). Thay v ch nu tn chc nng trn mt hnh chiu v gii thch
chng th ng ngi xung v ch cho ngi nghe xem chng hot ng ra sao. ng
cng la chc nng m ng thch hin th nu bt. Ti sao li cho gii truyn
thng quyt nh chc nng no trong s ba trm chc nng li hp dn nht.
Chnh ng s ni vi h.

Sn phm ca bn c a ra biu din c khng? Nu c, cho n vo

kch bn ca bi thuyt trnh ca bn. Thnh gi ca bn mun nhn, s m v th
sn phm hay dch v ca bn. Hy lm cho n sinh ng.

Ti c lm vic vi cc nh u t Goldman Sachs chun b cho mt TG

ca mt cng ty bn dn Silicon Valley mi khi nghip v sp ra trc cng
chng. Cng ty ny thu nh cc con chip to m thanh cho cc my tnh di
ng. Khi chng ti ang xy dng chng trnh cho bi thuyt trnh ca nh u
t, th v TG rt trong ti ra mt con chip ch nh bng ci mng tay ri ni:
Cc v khng tng tng c m thanh m n thot ra. Hy nghe y. ng bt
to m thanh trn my tnh xch tay ca mnh v cho nghe nhc lm cho mi ngi
u rt n tng. Chng cn phi suy ngh nhiu khi lm li biu din ny (sp t
kch tnh hn) nh lnh o doanh nghip qung co cng ty mnh trc cc nh
u t. Sau y, t cho bn cng khai ln u t ra mt thnh cng ln. Mt nh
u t bao tiu cho cng ty v sau gi in thoi cho ti v ni: Ti khng bit
ng lm th no, nhng ng TG qu xut sc. Ti khng can m ni
rng ti n cp tng y t cun sch chin lc ca Steve Jobs.

NHNG I TC

Jobs chia s sn khu vi cc cng s chnh cng nh vi cc sn phm ca

ng. Thng chn, 2005, Jobs tuyn b l tt c cc bi ht ca Madonna u c trn
iTunes. Ngi sao nhc Pop ny bt thnh lnh xut hin trn webcam v ni a vi
Jobs l c c gng rt lu nhng v sau qu mt m khng ti v c cc bi
ht ca chnh mnh. D l mt ngh s hay mt i tc trong cng nghip nh cc
TG ca Intel, Fox hay Sony, Jobs thng chia s sn khu vi nhng ngi c
ng gp vo thnh cng ca Apple.

BNG CHNG V KHCH HNG

V BO LNH CA BN TH BA

28 | P a g e
 C c bng chng v khch hng v cc chng thc l mt phn quan
trng trong chu trnh bn hng. t c khch hng mun i tin phong, nht l khi c
ngn sch eo hp. Cng nh ngi tuyn m nhn vic i hi phi c cc chng
nhn, khch hng ca bn mun nghe k v cc thnh cng. i vi cc cng ty
nh, iu ny li rt cn thit. Cc bng chng ph c th rt hay trn t qung co
giy lng in bn mu, nhng ngi ta s c m rt nghi ng mt cch ng l.
iu to nh hng s mt l nhng li ni t ming tht ra. Nhng cuc gii
thiu sn phm thnh cng thng c mt nhiu khch hng tham gia vo th
nghim bta ln hai ca sn phm v c th bo lnh cho sn phm. Hy thm
bng chng v khch hng vo li rao hng ca bn. Gm thm mt li ni th kh
n gin nhng bn hy c gng bc ti mt bc na bng cch ghi mt li
chng thc v gn on video y vo trang mng v bi thuyt trnh ca bn. Cn
tt hn na l nu bn mi c mt khch hng ch thn cng bn (hay qua
webcam) tham gia vo bui thuyt trnh hoc mt cuc hp bn hng quan trng.

Bn c mt bn th ba no duyt li sn phm ca bn khng? Lun s dng

cc bo lnh ca mt bn th ba nu c. Li truyn ming l cng c tip th hu
hiu nht m chng ta c, v khi khc hng thy mt li bo lnh t mt t bo hay
t mt nhn vt m h knh n th h s cm thy d chu hn trong vic a ra
mt quyt nh mua hng.

CC ON PHIM VIDEO NGN

C rt t ngi gii thiu sn phm li gn video cho bi thuyt trnh ca mnh.

Jobs rt hay cho xem video. i khi ng cho chiu nhng on phim video cho
thy nhn vin ni l h thch th th no khi ch to sn phm. Jobs cng a chiu
nhng on phim qung co mi nht ca Apple ln truyn hnh. ng lm vy
trong mi cuc gii thiu sn phm ln v quen lm ngay t ln ra mt qung co
my Macintosh ni ting trong trn chung kt Super Bowl nm 1984. c bit l
Jobs thch mt vi qung co n ni ng cho chiu chng hai ln. Gn cui bi
thuyt trnh trong hi ngh WWDC ca Apple thng su nm 2008, Jobs thng bo
s ra i ca iPhone 3G mi c th ni vi mng li d liu tc cao v gi
thp hn iPhone hin ang bn trn th trng. ng trnh ra mt qung co truyn
hnh vi cu Cui cng n y ri, in thoi u tin thng c iPhone. Khi
ht ba mi giy ca qung co, Jobs ti ci ni C tuyt khng? Mun xem
li khng? Ta cho quay li mt ln na. Ti thch qung co ny. [8]

Gn on phim ngn video vo bi thuyt trnh s gip bn ni bt ln. Bn

c th trnh chiu qung co, li khen ca nhn vin, cc cnh trng by sn phm
hay ngi ta s dng sn phm, v ngay c li bo lnh ca khch hng. Cn g

29 | P a g e
thuyt phc hn l nghe trc tip li ca mt khch hng hi lng nu khng
nghe ni trc tip th cng qua mt on phim video ngn ghp vo bi gii thiu
ca bn? Bn c th d dng m ha phim video sang cc dng mu s nh MPEG
1, Windows Media hay Quicktime, tt c u c th dng cho phn ln cc bi
trnh by. ng qun rng thi gian trung bnh ca mt on phim ngn trn
Youtube l 2,5 pht. Thi gian ch ca chng ta ang b rt ngn, v phim video,
nu l mt cch rt hay thu ht s ch ca c ta th cng c th b lm dng
nu chy qu lu. S dng phim video trong cc bi thuyt trnh ca bn nhng
ng cho chiu lu hn hai hoc ba pht.

Video l mt cng c hng mnh ngay c cho nhng bi thuyt trnh khng
k thut. Ti gip y ban Du ty ca California chun b mt lot thuyt trnh
gii thiu trn vng b bin min ng nc M. Cc y vin trong y ban c
cho ti xem mt video ngn trong nhng ngi trng du ty ni ln tnh yu
ca h i vi ng rung v qu du. Cc hnh nh v nhng cnh ng trng du
ty trng tht p, ti ngh h chuyn on phim sang m s ri ghp vo bi
gii thiu. Ngay trong bi trnh chiu, h gii thiu phim video bng cch ni i
khi nh: Chng ti nhn thy rng c l bn cha bao gi tham quan mt cnh
ng du California, v vy chng ti quyt nh mi nhng nng dn n gp
cc bn. on phim video l phn ng ghi nh nht ca bi gii thiu, v cc
nh bo vng b bin min ng u thch n.

CC BIU , VT CHNG YM TR

V VA TRNH BY VA K

C ba loi ngi n tm hiu: tm hiu bng mt (phn ln thuc li ny),

tm hiu bng nghe (thnh gi) v tm hiu bng s m. Phi c cch li cun
mi ngi. Mt bi thuyt trnh phi c nhiu hn l cc hnh chiu. S dng cc
bng vit, cc biu , hay biu k thut cao trn my tnh PC bng. a ra cc
vt chng ym tr nh cc sn phm vt cht ngi ta ngm nhn, s dng, v
s m c. Trong cnh 12, bn s bit cch vi ti ba loi ngi n tm hiu.

Phn ln cc nh thuyt trnh u lng tng vi cc hnh chiu: Ti s dng

kiu ch no? Ti s dng cc du Bullet hay du gch ngang? Ti c nn a mt
biu vo ch ny khng? Hay mt bc nh ch kia? y l nhng cu hi
khng ng ch giai on ln k hoch. Nu bn c mt sn phm c th, hy
tm nhng cch khc gii thiu n thay v cc hnh chiu. Ngy 14 thng mi,
2008, Steve gii thiu mt mt hng Macbook mi khc trong mt tm nhm, mt
hp kn nguyn khi. Sau khi Jobs trnh by v qu trnh ch to n, c nhng

30 | P a g e
nhn vin ca Apple truyn tay b khung mi c ta c th chnh mnh chim
ngng v s m n.

Ghp tt c nhng thnh phn ny vo mt bi thuyt trnh s gip bn c

c mt cu chuyn m ngi ta mun nghe. Cc hnh chiu khng k ra cu
chuyn, chnh bn mi l ngi k chuyn. Cc hnh chiu ch ph thm vo. Cun
sch ny khng cn bit phn mm l g, n trnh so snh gia Power point v
Keynote v phn mm my tnh khng phi l c trng cho mt bi thuyt trnh
thnh cng din gi mi l nhn vt chnh. Nm 2002, Jobs mi bt u s dng
Keynote ca Apple, vy bi gii thiu xut sc m Jobs bo co t nm 1984 th ta
phi xem nh th no? S tht l Steve Jobs s dng Keynote thay v Powerpoint
khng c ngha l nu bn chuyn sang Keynote th bi thuyt trnh ca bn s
ging bi ca Jobs hn. Tuy nhin, bn c th chinh phc c ta bng cch b ra
nhiu th gi xy dng ct chuyn hn l sn xut cc hnh chiu.

Hy dng s ghi chp hay mt tm bng trng lp kch bn cc tng

ca mnh. N s gip bn hnh dung ra cu chuyn v n gin ha cc thnh phn
ca n. Khi Jobs tr li Apples nm 1996, th ch cho Gil Amelio b ui vic,
ng thy cng ty c n 40 sn phm khc nhau, iu ny lm cho khch hng bi
ri. Vi mt hnh ng dng cm, ng n gin ha mt cch quyt lit ngun
hng. Trong cun Inside Steves Brain, Leander Kahney k li rng Jobs triu tp
cc cn b qun l ch cht vo phng ng. Trn tm bng trng, Jobs v mt
mng hai dc hai ngang. trn ng vit Ngi tiu dng v Ngi chuyn
nghip, v bn cnh t trn xung di, ng vit Xch tay v bn. [9] Di
quyn lnh o ca Jobs, Apple ch bn ra bn loi my tnh hai my xch tay
nh Notebook v hai my bn nhm n ngi tiu dng v ngi chuyn
nghip. y l mt trong s nghiu cu chuyn cho ta thy l Jobs suy ngh tt
nht khi ng suy ngh qua th gic. D cho bn ln k hoch tt nht trn bng
trng, trn tp giy vng m cc lut s hay dng hay trn cc tm giy dnh ghi
chp Post-it, bn nn dnh th gi cho k thut tng t trc khi nhy vo k
thut s.Bi thuyt trnh cui cng ca bn s rt l th, hp dn v thch ng.

31 | P a g e
 cng ca Aristotle
v cc lp lun thuyt phc

Mi bi thuyt trnh ca Steve Jobs u theo k hoch nm im c

in ca Aristotle t n mt lp lun thuyt phc:

1. K cu chuyn hay a ra li tuyn b no li ko s quan

tm ca ngi nghe.

2. t mt vn hay mt cu hi c gii p v tr li.

3. Cung cp mt gii php cho vn bn nu ra.

4. M t nhng li ch c bit khi theo ng quy trnh hnh ng

ca gii php ca bn.

5. a ra li ku gi hnh ng. i vi Steve, n cng n gin

nh khi ni: Hy mua mt ci i.

32 | P a g e
 CH THCH CA NH O DIN

Bt u ln k hoch trc khi bn m phn mm lp

thuyt trnh. Phc tho cc tng trn giy hay trn bng
trng.

Ghp vo mt s, nu khng phi l tt c, trong chn thnh

phn sau lm cho bi thuyt trnh ca bn sng ng:
u , pht biu v nim am m, ba thng ip ch cht,
tng t, biu din, mi i tc tham gia, bng chng v
khch hng, phim video ngn, v cc vt chng ym tr.

Ni nh Jobs th khng lin quan g nhiu n phn mm

m bn dng (Powerpoint, Keynote, v.v) nhng c lin
quan nhiu n cch bn xy dng v trnh by cu chuyn.

33 | P a g e
 CNH 2

Tr li cu hi
quan trng nht

Bn phi bt u vi kinh nghim ca khch hng v i ngc li v pha k

thut ch khng phi theo chiu tri li.

STEVE JOBS, 25 THNG 5, 2007,

HI NGH TON CU NHNG NGI THIT K PHN MM

hng nm, 1998, Apple tung ra th trng mt sn phm mi gy nhiu ch

T nhm chng li tnh hnh th phn ca mnh ang xung dc trong ngnh
my tnh, ch cn di bn phn trm. Khi Jobs gii thiu chic my tnh
iMac na trong sut, ng cho bit l do v sao li ch to chic my, th
trng nhm n v cc li ch m khch hng thu c khi mua h thng mi
ny:

D cho y l mt my tnh Macintosh ang pht trin mnh, nhng

chng ti nhm n vic s dng u tin m khch hng ni vi chng
ti l h mun lm g, tc l kt ni internet nhanh v n gin. Chng
ti cng nhm vo ngnh gio dc. H mun mua loi my ny. N
tht hon ho cho cc vic trong ging dy Chng ti c ra ngoi
quan st tt c cc sn phm by bn. Chng ti nhn tht chng c
nhng tnh cht kh ph bin. Th nht l chng rt chm, chng vn
cn s dng nhng b x l c l. Th hai l cch hin th trn mn
hnh kh nhch nhc nh l khng c kh nng ni mng cc thit
b nhp/xut I/O thuc th h c v nh th c ngha l chng c cht
lng km v kh s dng v l nhng chuyn xu xa qu! Vy
hy ti ni v my iMac!

34 | P a g e
 Sau khi m t nhng im yu ca cc sn phm c mt trn th trng qua
cc li ni trn, Jobs v ra mt l trnh cho c ta ca mnh, ln danh sch nhng
chc nng m ng s i vo chi tit (Bn tm hiu thm v cch v l trnh trong
C

c iMac. Jobs ni vi
c ta iu ny c ngha l Jobs in vo cc du chm thay cho thnh gi ca
mnh. Mc d ng c th khng tit l g v cc sn phm tng lai ca Apple,
nhng ng khng bao gi cho c ta phi on v thi im sn phm c
tung ra th trng. V sao bn phi quan tm n sn phm mi c

ng

th

. Jobs

, n
?

35 | P a g e
 . [2]

36 | P a g e
 .

New York Times hay USA Today

khng. Trong New York Times

37 | P a g e
 2.1

, 2003

. [5]

, 2006

iPod Nano

. [6]

, 2008

.
[7]

, 2008

iPhone 3G . [8]

, 2008

38 | P a g e
 . [9]

cho iTunes

, khng .

39 | P a g e
 obs

2006, Intel cho

T
.

:
.

: 2 Duo.

: .

: .

:
.

: .

40 | P a g e
 , nhng kh

: ?

:
.

ng:

eve Jobs.

: ?

:
.

: !

41 | P a g e
 . N

cng ty nhng
.

42 | P a g e


s
.

43 | P a g e
 3

nh

STEVE JOBS

N
Steve Jobs.

Nm 1983,

nh Sculley. Nhng Sculley khng h b lay chuyn d cho Steve tr ht ti quyn

r. chc v mi, Sculley phi a gia nh n vng b bin min ng v
lng khng cao nh ng mun. C mt cu ni lm thay i ht mi s vic.
Mt cu ni lm chuyn bin Apple, to bc ngot trong s nghip ca Sculley,
m ng k diu cho Jobs i t mt thn ng n tht bi ri n a v mt
ngi hng v sau cng n mt nhn vt huyn thoi. Trong sch Odyssey do
Scully vit, ng k li cuc ni chuyn dn n quyt nh ca ng nhn chc v
y. Cuc ni chuyn y cng l mt trch dn lng danh trong lch s nn kinh
doanh M.

Theo Sculley k li, Chng ti ng trn ban cng pha Ty, nhn xung
dng sng Hudson, khi anh y [Jobs] cui cng hi thng ti: Anh c n Apple

44 | P a g e
khng? Ti ni: Steve , ti tht s thch nhng g anh ang lm. Ti rt phn
khi v nhng vic y: th hi c ai li khng b thu ht v n khng? Nhng tht
khng khn ngoan cht no. Steve , ti rt thch lm c vn cho anh, gip anh
c vic g . Nhng ti khng ngh l ti c th n vi Apple.

Sculley ni l Jobs ci u xung; anh y ngng mt lt, mt nhn xung t.

Ri Jobs ngng u ln v a ra mt thch thc i vi Sculley m c m nh
ng ta mi mi. Jobs ni: Anh c mun c i i bn nc ngt hay mun c mt
c hi lm thay i c th gii? [1] Sculley ni l khi nghe nh th ng c cm
gic nh c ai va m mt c mnh vo bng mnh.

Trng bp mo thc ti
Sculley chng kin mt vic m ph ch tch Apple Bud Tribble c ln
gi l trng bp mo thc ti: mt kh nng thuyt phc bt k ai v bt k
chuyn g. Nhiu ngi khng th cng li sc quyn r ny v sn sng i theo
Jobs n vng t ha (hay t nht n chic iPod tuyt diu sp ra i).

t ngi c th thot khi sc quyn r ca Jobs, mt s cun ht c lm

mnh thm bi lng nhit thnh ca ng i vi cc sn phm ca mnh. Nhiu
nh quan st cho bit l c ci g trong cch ni ca Jobs, trong s nng nhit ng
truyn cho mi ngi lm cho mi ngi trong hi trng b gi li v khng
cho h ri i. Ngay c nhng nh bo, l ra phi c min dch i vi nhng lc
hp dn y cng khng th thot khi nh hng ny. Nh bin tp ca mng
wired.com, Leander Kahney c ln phng vn ngi vit tiu s ca Jobs l Alan
Deutschman, nghe k li mt bui gp g vi Jobs: ng y rt hay gi anh bng
tn thn mt. ng nhn thng vo mt anh nh chiu mt lung nh sng laser.
ng y c cp mt ca ngi sao in nh c nh thi min anh. Nhng iu gy n
tng nht chnh l cch ng ni - c mt ci g vi nhp iu trong li ni v
nhit tnh khng tng tng ni m ng truyn qua anh lm cho bt k nhng g
ng ni cng nh nhim ngay vo da tht anh. [2]

45 | P a g e
 Lm nhng g bn yu thch

Deutsch ni nhn t X ca Steve Jobs l cch ng pht biu. Nhng tht

s ci g trong cch ng ni li ko bn? Jobs pht biu vi s say sa, lng
nhit thnh v sc mnh. Chnh Jobs ni vi chng ti l s say sa y ng rt ra
t u: Anh phi tm ra iu mnh yu thch. Cng vic s chim phn ln cuc
i ca anh, v cch c nht lm mnh hi lng chnh l lm g m mnh xem l
vic ln. M cch c nht lm mt vic ln l yu thch nhng g mnh lm.
Nu anh cha tm ra, hy tip tc tm. ng bao gi chm xung. [3]

Tt c chng ta u c mt mc tiu c nht. C nhng ngi nh Jobs

xc nh c mc tiu y khi cn tr; c nhng ngi khc khng bao gi tm ra
v h b vng vo nhng vic ganh ua. Mt cch chc chn nht lm mt mc
tiu ca mnh l chy theo ng tin ch v chy theo ng tin. Jobs va l t
ph va l nh truyn thng tuyt vi chnh v ng i theo ting gi ca tri tim
mnh, ca nim am m ca mnh. Cn tin bc, chc chn l ng cng bit, s n
theo sau.

46 | P a g e
 TM RA MC TIU CA CHNH BN

Mc tiu chnh ca bn l g? Mt khi tm ra, bn hy biu l n mt cch

nng nhit. Mt trong nhng tri nghim su sc nht trong i lm bo ca ti l
khi ti phng vn Chris Gardner. Din vin Will Smith ng vai Gardner trong
cun phim The Pursuit of Happiness. Trong thp k tm mi, trong i tht
Gardner lm thc tp khng cng tr thnh ngi mua bn chng khon. Nhiu
khi ng sng v gia c, ng trong phng v sinh ca mt trm tu in ngm
Oakland, California. Tnh trng li cn khn kh hn khi Gardner phi nui a
con hai tui. Hai cha con ng trn sn phng v sinh. Mi bui sng, Gardner
khoc ln ngi b qun o c nht m ng c, gi con mt nh tr khng ly
g lm sch s cho lm, ri n lp hc. Gardner tt nghip u lp, tr thnh
ngi mua bn chng khon v kim c hng triu la. vit mt bi bo
cho BusinessWeek, ti hi ng, tha ng Gardner, ng lm sao m c sc
mnh tip tc nh th? cu tr li ca ng tht su sc, lm cho ti nh mi
n ngy nay: Hy tm th g anh thch lm n ni anh khng ch c lc mt
tri mc mi lm li t u. [5]

Trong cun Built to Last: Successful Habits of Visionary Companies, cc tc

gi Jim Collins v Jerry Porras nghin cu mi tm cng ty hng u. Kt lun
ca h l: Cc c nhn u tm cm hng t cc gi tr ct li v mt nim v
mc tiu ca mnh hn l ch lm ra tin [6] Trong nhng bi phng vn trc
y, r rng l Jobs c thc y bi vic to ra nhng sn phm gi tr hn l
tnh ton xem vi cc sn phm y ng s kim c bao nhiu tin.

47 | P a g e
 Trong s in r y, chng ti nhn ra cc thin ti

Ti cho rng bn phi hi khc ngi mi mua mt my tnh Apple.

Ti cho rng nhng ngi mua my tnh y l nhng b c sng to ca
th gii ny. H l ngi khng ch ra i hon thnh mt vic m h
l nhng ngi ra i thay i c th gii. Chng ti to ra cng c
cho nhng loi ngi y Chng ti s phc v nhng ngi mua
hng ca chng ti t bui u. Rt nhiu lc ngi ta cho mnh l in
r. Nhng trong s in r y, chng ti nhn ra cc thin ti. V y l
nhng ngi m chng ti ang sn xut cho h nhng cng c. [4]

Steve Jobs

Trong mt phim ti liu trn i PBS, Triumph of the Nerds, Jobs ni: Lc
hai mi ba tui, ti kim c trn mt triu la, khi hai mi bn tui trn
mi triu v tui hai mi lm trn mt trm triu, nhng chng c g l quan
trng, v ti khng bao gi lm vic v tin. [7] Ti khng bao gi lm vic v
tin. Cu ny hm cha b mt gia vic tr thnh mt nh thuyt trnh k diu v
mt ngi c i ln ngp trong vng bn ca s tm thng. C ln Jobs ni
mnh l ngi giu nht trong ngha a th cng chng lm ng bn tm, nhng
mi bui ti khi i ng t nh mnh l lm c mt vic g k diu, th y
mi l iu quan trng i vi ti. [8] Nhng thuyt trnh vin ti gii l nhng
ngi am m v h i theo ting gi ca tri tim mnh. Cc cuc ni chuyn ca
h tr thnh nhng c s chia s nim am m y.

Malcolm Gladwell chia s cng chng ta mt nhn xt y sc hp dn

trong Outliers. ng ch ra rng phn ln cc nh lnh o to ra cuc cch mng
v my tnh c nhn u sinh nm 1955. ng ni, y l mt nm k diu. Theo

48 | P a g e
Gladwell, tnh nin i ny c ngha v my tnh hng nh u tin, my
Altair, c tung ra th trng nm 1975, nh du mt pht trin quan trng trong
lch s ngnh my tnh c nhn. ng gii thch: Nu nm 1975, bn ra trng
trc y vi nm, bn s thuc v mt m hnh c. Bn va mua mt ngi nh.
Bn lp gia nh. Mt a con sp cho i. Bn khng th no t b cng vic c
lng cao ri c hu tr i theo mt loi my tnh ho huyn tri i t hi
ng gi 397 la. [9] Cng tng t nh th, nu bn qu tr, bn s cha
chn chn tham gia vo cuc cch mng.

Kht vng
Trong mt bi bo trn t New York Times sau khi MacBook Air ra i,
John Markoff vit l mnh chng kin s hng say ca chnh Steve.
Markoff c ba mi pht vi Jobs sau cuc hp v nhn thy lng say
m ca Jobs i vi my tnh c nhn c bc l cn r hn khi ng ni
chuyn trn sn khu. Jobs b kch ng mnh khi ni vi Markoff. Ti s
l ngi u tin sp hng mua my y. l kht vng ca ti t lu.
[10]

Gladwell on rng tui l tng ca nhng ngi khng l trong ngnh

cng nghip k thut cao l hai mi, hai mi mt tui, nhng ngi sinh nm
1954, 1955. Steve Jobs ra i ngy 24 thng Hai, 1955. ng sinh ra ng lc v
ng ni hng c cc li th ca thi i. Gladwell ch r l Jobs l mt
trong s nhng nh lnh o k thut sinh nm 1954 v 1955 (k c Bill Gates,
Paul Allen, Steve Ballmer, Eric Schmidt, Scott McNealy v nhng ngi khc).
Kt lun ca Gladwell l nhng ngi y thnh cng chnh v my tnh khng phi
l nhng mt hng bn ra tin vo lc y. H l nhng ngi gii, v nhng con
ngi y thch sa cha. Gladwell ni rng thng ip l: mun thnh cng, lm
bt c th g bn thch. Lm nhng g bn yu mn, theo ui mc tiu ct li ca
mnh. Nh Jobs thng ni, tri tim ca bn bit r n mun u.
49 | P a g e
 NHNG ANH CHNG MAY MN NHT HNH TINH

Ngy 30 thng Nm, 2007, Steve Jobs v Bill Gates cng ln sn khu trong
mt bui xut hin chung him c ti hi ngh k thut D: Mi th bng S. Cc
nh bnh lun Walt Mossberg v Kara Swisher trn t Wall Street Journal theo
di hai ngi khng l ca k thut cao di nhiu kha cnh. tr li cu hi v
mn kch th hai ca Bill Gates trong cc hot ng nhn o, Jobs khen Gates
l lm cho th gii tt p hn v mc tiu ca Gates khng phi l tr nn
ngi giu nht trong ngha a.

Anh bit khng, ti chc l Bill cng ging ti trong trng hp ny.
Ti mun ni l ti sinh ra trong mt gia nh trung lu, trung lu loi
thp, v ti khng bao gi quan tm nhiu n tin bc. V khi ti cn
tr m Apple qu thnh cng cho nn lc y ti khng phi lo lng
nhiu v tin bc. V nh vy, ti c th tp trung vo cng vic ri
sau vo gia nh mnh. V c v nh ti xem hai ngi chng ti l
hai anh chng may mn nht hnh tinh v chng ti tm ra nhng g m
chng ti thch lm, chng ti ng lc ng ch, v chng ti
c hng ngy cng tc vi nhng con ngi ht sc ti gii trong ba
mi nm lm nhng g chng ti thch lm. Kh lng m c
hnh phc hn th. Ti cng chng ngh g nhiu n di sn li cho
i sau. Ti ch ngh rng mi ngy ti thc dy ri n lm vic vi
nhng con ngi tuyt vi y v hy vng sng to ra ci g m ngi
khc cng yu thch nh chng ti. Lm c nh vy th tht l tuyt
vi. [11]

Trong bi ni chuyn ny, khng c ch no Jobs nhc n ti sn, quyn

chn chng khon thm vo lng, hay my bay ring. Nhng th y cng hay,
nhng chng khng thc y Jobs. ng c thc y ng n t vic lm g m
ng yu thch - thit k nhng sn phm tuyt vi m ngi ta a thch.

50 | P a g e
 Tp hp mi ngi hng n mt tng lai
xn ln

C ln Donald Trump nhn xt, nu bn khng c am m, bn s khng c

sinh lc v nu khng c sinh lc, bn s khng c g ht c. Tt c u bt u
vi lng am m. Lng am m khu gi cm xc ca thnh gi ca bn khi bn
dng n v ra mt bc tranh v mt th gii c ngha hn, mt th gii m
cc khch hng v nhn vin ca bn c th cng tham gia vo sng tc.

Marcus Buckingham tng phng vn hng nghn nhn vin xut sc trong
cng vic ca h trong mi by nm ng cng tc vi t chc Gallup. Sau khi
phng vn hng nghn ngi cng tc gii nht, ng i n nh ngha m ng xem
l hay nht cho ti lnh o: Nhng nh lnh o ti cn nht tp hp c mi
ngi hng n mt tng lai xn ln, ng vit nh vy trong The One Thing
You need to Know. [13]

Theo Buckingham, mt nh lnh o phi lun c trong u hnh nh sinh

ng ca tng lai m h nhm n. Lnh o phi say m v tng lai. Bn s l
lnh o nu, v ch nu, bn khng ngng mong mun c thay i, nng lng ch
i tin b, v v cng bt mn vi nguyn trng. ng gii thch, L mt lnh
o, bn s khng bao gi hi lng vi hin ti, v trong u, bn lun lun ngh
n mt tng lai ti sng hn, v s c st gia nhng g hin c v nhng
g ng l phi c s nung nu bn, khuy ng bn, thc y bn tin ln pha
trc. chnh l ti lnh o. [14] c m ca Jobs chc phi nung nu ng,
khuy ng ng v thc y ng tin ln pha trc. C ln Jobs ni vi John
Sculley l ng m thy mi ngi trn th gii c mt my tnh Apple. Nhng
Jobs khng dng y. ng chia s gic m ny vi nhng ai lng nghe ng.

Nhng nh truyn gio u c thc y bng mt nhit tnh sng to nn

nhng tri nghim mi. Sculley vit c im ca Steve l ni chuyn c vi mt
ngn ng sinh ng v mt ngn ng i khi. iu m chng ti mun lm l,
51 | P a g e
nh Steve Jobs gii thch, thay i cch ngi ta s dng my tnh trn th gii.
Chng ti c mt s tng l thng c th lm o ln cch ngi ta s
dng my tnh. Apple s tr thnh hng ch to my tnh quan trng nht trn th
gii, quan trng hn nhiu so vi IBM. [15] Jobs cha bao gi mun ch to
my tnh. Thay vo , ng c mt kht vng nng bng ch to nhng cng c
c th lm cho cc tim nng ca con ngi c bng thot ra. Mt khi bn
hiu s khc bit ny, bn s hiu c ci g lm khuy ng trng bp mo
thc ti ni ting ca ng.

Oprah chia s vi Jobs b quyt ca thnh cng

Hy theo ui lng am m ca mnh. Lm nhng g bn yu thch, v

tin bc s i theo. Nhiu ngi khng tin vy, nhng s tht l nh th.

OPRAH WINFREY

Mt cuc hnh trnh k l

Apple l cuc hnh trnh k l ny. Ti mun ni l chng ta ang

lm nhng vic lm cho ngi ta kinh ngc. iu gn b chng ta trong
Apple l kh nng c th lm ra nhng g thay i th gii. l iu
cc k quan trng. Chng ta cn rt tr. Tui trung bnh trong cng ty l
hai lm ba mi tui. Ban u t c ngi c gia nh v tt c chng ta
lm vic nh in v nim vui ln nht ca chng ta l chng ta cm thy
mnh ang to ra mt tc phm ngh thut tp th rt ging nh ngnh
vt l trong th k hai mi. l mt iu quan trng m s tn ti lu
di, c nhiu ngi tham gia v cng cng hin cho nhiu ngi khc, h
s khuch i tht l to ln. [16] STEVE JOBS

52 | P a g e
 My tnh v c ph c g ging nhau

Lee Clow, ch tch cng ty TBWA/Chiat/Day, t chc ng ng sau mt vi

chin dch qung co quan trng nht ca Apple, c ln ni v Jobs, i lc ng
nh mt a tr, Jobs ngh rng cc sn phm ca mnh c th thay i c th
gii. [17] l cha kha hiu c Jobs. Sc hp dn ca ng l kt qu ca
mt tm nhn v i nhng v cng n gin - lm cho th gii tr nn tt p hn.

Jobs thuyt phc cc nh thit k phn mm ca mnh rng h ang cng

nhau thay i th gii, c mt la chn o c chng li Microsoft v lm cho
i sng con ngi tt p hn. Th d nh vo nm 2003, Jobs tr li trong mt
bi phng vn trn Rolling Stone ni v iPod. My nghe MP3 khng ch l mt
th chi m cn c ngha hn nhiu. Theo Jobs, m nhc c pht minh
li trong thi i k thut s ny v n c a tr li i sng con ngi. Tht
l mt iu tuyt vi. V bng cch khim tn ca chng ti, chng ti ang lm
cho th gii tr nn tt p hn. [18] C mt s ngi xem iPod ch l mt my
nghe nhc, cn Jobs th nhn thy mt th gii trong y ngi ta c th nghe nhng
bi ht a thch v mang m nhc theo mnh i bt k u, i sng ca h nh th
m phong ph hn.

Jobs lm ti nh li mt lnh o doanh nghip khc m ti tng hn hnh

gp, l TG ca Starbucks, Howard Schultz. Trc bui phng vn ng, ti
c cun sch ca ng, Pour Your Heart into It. Schultz say m v nhng g ng
lm; s tht l t am m gn nh xut hin trn mi trang giy. Nhng ta nhanh
chng nhn thy ng khng am m c ph bng am m con ngi, nhng ngi
phc v bn c ph barista lm cho Starbucks ni ting nh vy. Bn thy
khng, c m ct li ca Schultz khng phi l lm ra cc c ph ngon. N cn
ln hn nhiu. Schultz mun to ra mt tri nghim, mt khng gian th ba gia
ni lm vic v nh ngi ta c ni hi hp thoi mi. ng mun xy dng
mt cng ty c cch i x vi con ngi ng hong v tn trng. Nhng nhn
vin phc v hnh phc y n lt h, s cung cp mt mc phc v khch

53 | P a g e
hng c xem l khun vng thc ngc ca ngnh cng nghip y. Khi ti c
li nhng ghi chp ca cuc ni chuyn vi Schultz, ti ngc nhin l t c ph rt
t khi xut hin. c m ca Schultz t lin quan n c ph v tt c u dn vo
tri nghim m Starbucks trnh ra.

Collins v Porras vit Vi nh lnh o doanh nghip cm thy khng thoi

mi khi phi biu l cm xc v c m ca mnh, nhng chnh lng am m v
cm xc hp dn v ng vin ngi khc. [19] Nhng nh truyn thng nh
Steve Jobs v Howard Schultz u say m v cch m cc sn phm ca h ci
thin i sng khch hng ca mnh. H khng s ni ra. C ph, my tnh, iPods -
tt c u khng quan trng. iu quan trng l h c thc y bng mt c
m lm thay i th gii, ghi mt du n trn v tr.

Cun sch ny y ry nhng k thut gip bn bn cc tng ca mnh

mt cch hu hiu hn, nhng khng mt k thut no c th b p cho s thiu
nim am m i vi dch v, sn phm, cng ty v mc tiu ca bn. B quyt l
phi tm ra nim am m tht s ca bn l g. Rt nhiu khi, n khng phi l ci
cng c m l bng cch no cng c y ci thin c i sng cc khch hng.
Sau y l mt on trch t bi phng vn ca Jobs ng trn tp ch Wired nm
1996: Thit k l mt t bun ci. C ngi ngh thit k l lm ra hnh dng
ca n. Nhng tht ra nu suy ngh k hn ta thy tht s l to ra cch hot ng
ca n. Thit k cho Mac khng phi l lm cho n trng nh th no, mc d
l mt phn ca thit k. Ch yu l lm cho n hot ng ra sao. Mun thit k
mt ci g tht s tt, ta phi nm c n. Ta phi tht s ho mnh vo n. Phi
c mt cam kt say m tht s hiu thu o mt ci g, nghin ngm n ch
khng phi ch nut chng n. Nhiu ngi khng b th gi lm vic ny.
[21] Vng, Jobs dng t ho mnh. Cng nh Howard Schultz khng say m
i vi chnh sn phm ca mnh l c ph, Jobs khng say m vi cc phn cng.
ng say m vi cch thit k th no cho mt th g chy tt hn.

54 | P a g e
 Hy suy ngh khc i
Cng ty qung co Los Angeles TBWA/Chiat/Day xy dng mt chin
dch qung co trn truyn hnh v bo ch tr thnh mt chin dch ni ting nht
trong lch s ngnh. Hy Suy ngh khc i bt u ngy 28 thng Chn, 1997, v
ngay lp tc tr thnh c in. Nhng hnh nh trng en ca nhng ngi ph b
cc tin tng sn c xut hin trn mn hnh (Albert Einstein, Martin Luther King,
Richard Branson, John Lennon, Amelia Earhart, Muhammad Ali, Lucille Ball,
Bob Dylan, v nhiu ngi khc) trong khi din vin Richard Dreyfuss c li
bnh:

Xin cho nhng ngi in. Nhng ngi khng thch nghi. Nhng ngi
ni lon. Nhng cc trn mun ng vo l vung. Nhng ngi thy s vic khc
ngi. H khng thch cc quy lut. H khng knh trng nguyn trng. Bn c th
nhc li li h, bt ng kin vi h, tn th h hay ph bng h. Mt iu bn
khng th lm l lm ng h. Bi v h lm thay i s vic. H thc y nhn
loi tin ti. V nu c ngi xem h l in r, chng ti xem h l nhng thin
ti. Bi v nhng ngi kh in r ngh l h c th lm thay i th gii l
nhng ngi lm c vic. [22]

Ngi lnh o quyn r

Khi ti khng chc chn l t quyn r c ngha g, ti i gp Steve Jobs v

sau ti hiu ra.

NGUYN GIM C KHOA HC CA APPLE, LARRY TESLER

Chin dch qung co nhn c rt nhiu li khen, tr thnh mt chin dch

c a thch ca ton ngnh, v ko di nm nm, l mt thi gian rt di ca
chu k i sng ca cc chin dch qung co. Chin dch lm cho cng chng
thch th tr li i tt c nhng g c dnh dng n Apple, k c vic ch n
ngi ph thn tng c uy th nht trong th gii my tnh, chnh danh Steve
55 | P a g e
Jobs.

Trong The Second Coming of Steve Jobs, Alan Deutschman m ta ni

trn, ngi ko Jobs vo trng mo m thc ti, m t mt cuc hp gia Jobs
v phng vin Katie Hafner ca Newsweek, ngi bn ngoi u tin xem c
qung co Hy Suy ngh khc i mi c xy dng. Theo Deutschman th
Hafner n tr s Apple sng th su v i kh lu trc khi Jobs n. Cui
cng th ng y cng n. Trn cm ng ru mc lm chm, ng ht sc mt mi
v thc c m bin tp li on phim truyn hnh Hy Suy ngh khc i.
Cc gim c dng phim ca Chiat/Day chc gi n cho ng on phim qua
lin lc v tinh v ng phi ni ng hay khng. By gi phim dng xong.
Steve ngi cng Katie xem on phim qung co. Steve ang khc. Katie nh li
Ti tht thch ng v vic y. ng tht ra nh khng c v l ngi thng cuc.
Steve tht s cm ng v ci qung co ng ngn y. [23]

Nhng qung co y lm Jobs rt cm ng v chng phn nh tt c

nhng g thc y Jobs i mi, vt ln mi ngi v thnh cng, ng nhn thy
chnh mnh trn b mt ca nhng nhn vt ting tm y thc y nhn loi v
lm thay i th gii.

Vi t cch l mt nh bo, ti bit rng ai ai cng c mt cu chuyn k.

Ti thy rng tt c chng ta u khng to ra nhng my tnh thay i cch
ngi ta sinh sng, lm vic, chi a v hc tp. Tuy nhin, s tht l phn ln
nhng ngi chng ta u bn ra mt sn phm hay cng tc trn mt d n c th
c li cho i sng ca khch hng ca chng ta. D bn cng tc trong nng
nghip, cng nghip t, k thut, ti chnh hay nhiu ngnh cng nghip khc,
th bn cng c mt cu chuyn hay k. Hy tm cho k xem bn say m ci g
nht. Mt khi lm nh vy, bn hy chia s nhit tnh y vi thnh gi ca mnh.
Ngi ta mun cm ng v cm hng, v mun tin vo iu g y. Hy lm cho
h tin vo bn.

C ln Steve Jobs ni: C mt cu ni ca Wayne Gretzky m ti rt thch,

56 | P a g e
Ti trt bng n ch qu cu ca khc cn cu ln n, ch khng phi ch n
trc y Chng ti lun c gng lm nh vy Apple. Ngay t lc mi bt
u. V chng ti s lun lun lm vy. [24]

CH THCH CA NH O DIN

Hy tm k pht hin nim am m tht s ca bn.

Hy t hi mnh Tht s ti ang bn g y? y l
mt gi : N khng phi l cng c, m l ci g cng c
y c th lm ci thin i sng ca khch hng. Ci
m bn bn chnh l gic m c i sng tt p hn.
Mt khi xc nh c nim am m tht s, hy vui
v chia s vi mi ngi.

Pht trin mt tuyn b v nim am m. Trong mt

cu, hy ni v k vng ca bn ti sao bn li phn khi
tht s khi c cng tc vi h. Li tuyn b v nim
am m s cn c nh mi sau khi tuyn b v nhim
v ca cng ty ri vo qun lng.

Nu bn mun thnh mt din gi to cm hng nhng

bn khng lm th m bn yu thch th hy thay i i.
Sau khi phng vn hng nghn nh lnh o doanh
nghip thnh cng, ti c th ni vi bn rng c th
thnh cng trn mt ti chnh trong mt cng vic m bn
ght nhng bn s khng bao gi c xem l mt nh
truyn thng gy cm hng. Lng am m - mt nhit
tnh mun cu dn th lm cho th gii tt p hn
- mi to ra iu khc bit.

57 | P a g e
 CNH 4

To ra nhng tiu kiu Twitter

Hm nay Apple pht minh in thoi tr li.

STEVE JOBS, MACWORLD 2007

X
in cho mng qu v n vi MacWorld 2008. Hm nay ang c
mt ci g l lng trong khng trung. [1] Vi nhng li m u
ny, Steve Jobs tung ra ch ca bui gp mt m cui cng s
l li thng co v bi thuyt trnh chnh ca ng - gii thiu mt my tnh xch tay
siu mng. Khng mt my tnh xch tay no li c th so snh vi quyn sch
trong m ny, theo li mt s quan st vin, n ch nng mt kil ri dy 0,4 cm.
Steve Jobs bit l mi ngi u mun tm ra t chnh xc m t n, cho nn ng
gip h lm iu y: MacBook Air. My tnh xch tay nh mng nht th gii.

MacBook Air l my tnh xch tay siu mng ca Apple. Cch m t tt nht
l gi n bng my tnh xch tay mng nht trn th gii. Tm ch my tnh xch
tay nh mng nht trn th gii trn Google, cng c tm kim ny s tr li cho
bn khong ba mi nghn tr li, phn ln c vit sau bui thuyt trnh gii
thiu. Jobs lm cho ngi ta ht phng on v mt sn phm mi bng cch to ra
mt cu m t hay mt tiu phn nh ng nht sn phm y. Cc tiu ny
hay n ni v sau gii truyn thng dng li nguyn vn. Bn thy , cc phng
vin (v c c ta) u tm kim mt chng loi t vo y sn phm ca bn
m mt cch m t sn phm y ch dng mt cu. Hy lm vic ny v t mnh
bn vit ra tiu .

140 k t hay t hn

Jobs to ra nhng tiu va c trng, va d nh v trn ht l c th ci

vo mt v tr trn Twitter. Twitter l mt mng x hi pht trin nhanh c th c
xem l i sng ca bn gia cc th in t e-mail v cc blog, nht k trn mng.
Hng triu ngi tweet tc l ghi chp nhng s kin xy ra hng ngy trong i
h v c th theo di nhng s kin xy ra i vi nhng ngi khc. Twitter
lm thay i bn cht ca truyn thng doanh nghip mt cch c bn - n bt
ngi ta phi vit ngn gn v sc tch. Khng gian ti a ca v tr - hay mt tweet
- ch l 140 k t. Cc k t gm c ch, khong trng, v cc du. Th d nh cu
m t MacBook Air ca Jobs ch di ba mi k t, k c du chm cu: The
worlds thinnest notebook. (My tnh xch tay nh mng nht th gii).

i vi mi sn phm, Jobs c mt cu m t v n c to ra rt k lng

trong khu ln k hoch, rt sm trc khi bui thuyt trnh gii thiu, thng co
bo ch, hay cc ti liu tip th c xy dng. Quan trng hn ht, tiu phi
mang tnh nht qun. Ngy 15 thng Ging, 2008, ngy thng bo s ra i ca
MacBook Air, tiu c nhc i nhc li trn tt c cc knh truyn thng: gii
thiu, mng, phng vn, qung co, yt th, v p phch.

Trn bng 4.1, bn s thy Apple v Jobs lin tc trnh by cch nhn ca h
v MacBook Air. Phn ln cc thuyt trnh vin khng th m t c cng ty, sn
phm hay dch v ca h ch vi mt cu. Ta hiu r v sao hu nh khng th a
ra nhng thng ip nht qun nu khng chun b trc mt tiu trong giai
on k hoch. Phn cn li ca thuyt trnh gii thiu s c xy dng chung
quanh tiu y.
 Chun b sn khu cho cuc chin tip th chp nhong

Ngay trong pht m Jobs a ra cu tiu trn sn khu, b my qung

co v tip th ca Apple vo cuc ti a. p phch c tung ra trong
trin lm Macworld Expo, cc bng yt th c dng ln, trang chnh trn
mng ca Apple trnh ra sn phm v tiu ca n, cc qung co phn
nh tiu trn bo ch cng nh trn pht thanh v truyn hnh. D l
1000 bi ht trong ti bn hay my tnh xch tay mng nht th gii th
tiu c nhc li lin tc trn tt c cc knh tip th ca Apple.
 BNG 4.1.

CC TIU NHT QUN CA JOBS NI V MACBOOK AIR

Tiu Ngun

MacBook Air l g? Ni ngn gn Bi thuyt trnh gii thiu chnh

trong mt cu, n l my tnh xch tay
mng nht th gii [2]

My tnh xch tay mng nht th gii Li ca Jobs trn hnh chiu
[3]

y l MacBook Air. N l my tnh Qung co cho my tnh xch tay mi

xch tay mng nht th gii[4] trong cuc phng vn trn i CNBC
ngay sau thuyt trnh gii thiu chnh

Chng ti quyt nh ch to chic my Nhc ln th hai n MacBook Air cng

tnh xch tay mng nht th gii [5] trong cng bi phng vn trn CNBC

MacBook Air. My tnh xch tay mng Cu ph trn bc nh ln ca sn

nht th gii phm mi trn trang ch ca Apple

Apple gii thiu MacBook Air My Thng co bo ch ca Apple

tnh xch tay mng nht th gii [6]

Chng ti ch to ra chic my tnh Li ca Steve Jobs nhc li trn thng

xch tay mng nht th gii. [7] co bo ch.
 Hm nay Apple pht minh in thoi tr li
Ngy 9 thng Ging, 2007, t PC World ng mt bi tuyn b Apple pht
minh in thoi tr li vi mt thit b mi kt hp ba sn phm: mt in thoi di
ng, mt iPod v mt my s dng internet. L tt nhin, sn phm ny l iPhone.
iPhone tht s to ra mt cuc cch mng trong ngnh cng nghip tin hc v c
tp ch Time xem l sng ch ca nm (Ch hai nm sau khi ra i, vo cui nm
2008, iPhone chim 13 phn trm ca th trng in thoi thng minh.) Cc bin
tp vin ca PC World khng to ra tiu . Chnh Apple cung cp tiu y trong
thng co bo ch ca mnh, v Steve Jobs cng c cho n thm trong bi trnh by
gii thiu chnh ca ng ti Macworld. Tiu ca Apple tht c trng, d nh v
nht qun: Apple pht minh in thoi tr li.

Trong bi thuyt trnh gii thiu iPhone, Jobs s dng cu pht minh in thoi
tr li n nm ln. Sau khi cho c ta theo di cc chc nng ca in thoi, ng
nhn mnh mt ln na: Ti ngh rng khi cc v c dp cm n n, cc v s ng
vi ti, l chng ta pht minh in thoi tr li. [8]

Jobs khng i cho gii truyn thng to ra tiu . ng t mnh vit ra ri nhc
li nhiu ln trong bi thuyt trnh ca mnh. Jobs trnh ra tiu trc khi gii thch
v cc chi tit ca sn phm. Sau y, ng mi m t sn phm, c bit l c biu
din, v li nhc li tiu ngay sau khi gii thch xong.

Th d nh khi Jobs gii thiu GarageBand ln u tin: Hm nay chng ti xin

gii thiu mt th rt tuyt vi: mt chng trnh ng dng th nm nm trong lot
iLife. Tn n l GarageBand. GarageBand l g? GarageBand l mt cng c chuyn
nghip quan trng mi nghe nhc. Nhng n c dnh cho tt c mi ngi. [9]
Hnh chiu ca Jobs lm sng ln tiu . Khi ng c tiu ca GarageBand trn
mn hnh hin ra cu GarageBand - Mt cng c quan trng mi nghe nhc. Jobs
c tip theo mt cu di hn m t sn phm N bin my tnh Mac ca bn
thnh mt dng c m nhc cht lng chuyn nghip v mt phng ghi m hon
chnh, Jobs ni vi thnh gi ca mnh nh vy. y l mt phng php c trng
ca Jobs gii thiu mt sn phm. ng trnh ra tiu , m rng n ri nhc i nhc
li nhiu ln.

S kch ng ca Internet, tnh n gin ca

Macintosh

My iMac u tin (i c ngha l Internet) gip cho ngi ta vo mng d dng

hn bao gi ht. Khch hng ch cn qua hai bc l c th ni mng Internet.
(Khng c bc ba, din vin in nh Jeff Goldblum ni vy trong mt qung co
nhiu ngi a thch.) Vic ra i ca n thu ht c tr tng tng ca ngnh cng
nghip my tnh trong nm 1988 v y l mt thng bo v my tnh c uy th nht
trong c thp k. Theo Macworld.com th iMac chuc ti cho Steve Jobs khi ng
tr li Apple nm 1997 v n cu nguy cho chnh hng Apple khi gii truyn thng
tuyn b rng cng ty ny ang cht. Jobs to ra mt nim kch thch v mt sn
phm qung i mt s mc nh - iMac bn khng c a mm, mt nc c to
bo lc y v mt quyt nh b nhiu ngi nghi ng.

iMac kt hp s kch ng ca Internet vi tnh n gin ca Macintosh, Jobs

ni nh vy khi gii thiu my tnh ny. Hnh chiu trn mn nh pha sau Jobs ch c
cu iMac. S kch ng ca Internet. Tnh n gin ca Macintosh. Ri Jobs gii
thch l my tnh ny c ngh ra li cun hng ngi no: nhng khch tiu dng
v cc sinh vin mun ln mng d dng v nhanh chng. [10]

Cc tiu do Steve Jobs ngh ra hot ng hu hiu v chng c vit trn

quan im ca ngi s dng. Ti sao ti phi quan tm? (Xem Cnh 2.) Ti sao bn
li phi quan tm n iMac? Bi v n cho php bn tri nghim s kch ng ca
Internet vi tnh n gin ca Macintosh.

Mt nghn bi ht trong ti bn

Apple a ra mt tiu v sn phm hay nht t trc n nay. Theo tc gi

Leander Kahney th ch thn Jobs xy dng bn m t cho chic iPod u tin.
Ngy 23 thng Mi, 2001, Jobs c th ni, Hm nay, chng ti gii thiu mt my
nghe MP3 mi, rt d cm ch nng 180 gram v c cng ln n 5 GB cng vi
cch s dng d dng huyn thoi ca Apple. L tt nhin l Jobs khng ni nguyn
vn nh vy. ng ch ni, iPod. Mt nghn bi ht trong ti bn. [11] Khng ai c
th m t vi li l sc tch hn th. Mt nghn bi ht c th nm gn trong ti bn.
Cn c th ni g hn khng? Ch mt cu m k ht cu chuyn v li tr li cu hi,
Ti sao ti phi quan tm?

Nhiu phng vin theo di s kin ny dng cu m t ny lm u cho bi

vit ca h. u bi vit ca Matthew Fordahl trn Associated Press ra trong ngy
thng bo l, My nghe nhc mi iPod ca Apple b 1000 bi ht trong ti bn
[12]. Tiu ca Apple tht ng ghi nh v n p ng ba tiu chun: n sc tch
(hai mi by k t), n c trng (mt nghn bi ht) v n cung cp mt li ch c
nhn (bn c th mang bi ht trong ti ca mnh).

Sau y l mt vi th d v nhng tiu ca Apple p ng c ba tiu chun.

Mc d mt s hi di hn mi ch, nhng chng vn nm gn trong mt khng
gian trn Twitter:

B d tr mi ca iTunes. Tt c cc bi ht u khng b DRM (ngn chn

v bn quyn) (Thay i d tr m nhc trong iTunes, thng Ging, 2009)

My tnh xch tay xanh nht trong ngnh (Dng my tnh MacBook mi,
tung ra th trng thngMi, 2008)

My nghe nhc c a chung nht trn th gii nay li cn hay hn.

(Gii thiu th h th t my iPod nano, thng Chn, 2008)

iPhone 3G, hai ln nhanh hn ch cn na gi. (Gii thiu iPhone 3G,

thng By, 2008)

N lm cho nhng ngi s dng Mac nhiu l do hn yu thch Mac v

nhng ngi s dng PC nhiu l do hn chuyn sang Mac. (Gii thiu iLife08,
thng bo thng By, 2007)

Apple pht minh in thoi tr li. (Gii thiu iPhone, thng Ging, 2007)

Tc v mn hnh ca mt h thng bn chuyn nghip trong mt thit

k my tnh xch tay tt nht. (Gii thiu my MacBook Pro mi by ins, thng
T, 2006)

Trnh duyt nhanh nht trn Mac v nhiu ngi s cm thy n l trnh
duyt hay nht t xa n nay. (Tit l Safari, thng Ging, 2003).

Keynote thng PowerPoint trong trn chin tiu

Phn mm PowerPoint ca Microsoft c li th hn phn mm trnh din

Keynote ca Apple ch u u cng c n. Microsoft chim 90 phn trm th phn
my tnh, v trong 10 phn trm ngi s dng Macintosh, nhiu ngi vn dng
phn mm PowerPoint vit cho Mac. Trong khi ta khng c s trnh din tht ca
PowerPoint so vi s Keynote, th cng c th ni l s trnh din hng ngy ca
Keynote tht nh b so vi s PowerPoint. Mc d phn ln ngi thit k trnh din
quen dng c hai phn mm u thch lm vic trn Keynote hn v tao nh hn th
cng nhng nh thit k y ni l phn ln vic h lm cho khch hng u trn
PowerPoint.
 Nhng tiu lm thay i th gii
Khi cc chng trai Google, Sergey Brin v Larry Page bc vo
Sequoia Capital tm ngun ti tr cho k thut tm kim mi ca h, h
m t cng ty ca mnh vi ch mt cu: Google gip thm nhp vo
cc thng tin ca th gii ch vi mt ci bm chut. N di su mi ba
k t, mi ch. Mt nh u t ban u ca Google ni vi ti l ch vi
mi ch y, cc nh u t hiu ngay quan h vi k thut Google. T
ngy y, nhng doanh nhn bc vo Sequoia Capital u c yu cu
cho ra mt dng, tc l mt tiu m t sn phm ca h trong mt
cu ni. Mt nh u t ni vi ti, Nu anh khng m t ni nhng g
anh lm vi mi ch hay t hn, th ti s khng u t, khng mua,
khng quan tm. Ch th thi. Sau y l nhiu th d v nhng tiu
lm thay i th gii dng mi ch hay t hn:

Cisco lm thay i cch chng ta sng, lm vic, vui chi, v hc

tp. TGD Cisco John Chambers nhc li cu ny trong cc bui phng
vn v thuyt trnh.

Starbucks to ra mt khng gian th ba gia ni lm vic v ni

. TG Starbucks Howard Schultz ni khi din t tng ca mnh vi
cc nh u t ban u.

Chng ta thy mt ci PC trn mi bn lm vic, trong mi nh.

ng sng lp vin Bill Gates ni v cch nhn ca ng vi Steve
Ballmer. Sau khi tham gia cng ty, ng ny bnh lun v quyt nh ca
mnh. Hin nay Ballmer l TG ca Microsoft, ng ni rng k vng ca
Gates lm cho ng gn b vi cng ty. By gi ti sn c nhn ln n 15
t USD, Ballmer thy vui l lm nh vy.
 Nh ti ni trong Cnh 1, cun sch ny khng ni n cc phn mm v tt
c cc k thut u c dng cho c PowerPoint hay Keynote. Tuy nhin, Keynote
vn l ng dng m Steve Jobs a thch, v tiu kiu Twitter m ng vit ra gii
thiu phn mm ny chc chn l li cun s ch . y l mt ng dng hon ton
mi m chng ti cng b y ngy hm nay v tn n l Keynote, Jobs ni trc
ngi nghe Macworld 2003. Ri ng ni tip:

Keynote l mt chng trnh ng dng khi bn xem bi trnh din l

tht s quan trng [trn hnh chiu c dng ch: Khi bn xem bi
trnh din l tht s quan trng.] V Keynote c xy dng cho ti
[trn hnh chiu c dng ch: Xy dng cho ti.] Ti cn mt ng
dng to ra mt loi trnh din hnh chiu m ti mun cho cc bn
xem trong bi bo co chnh ca Macworld, c rt nhiu hnh v.
Cng ty xy dng n cho ti; by gi ti mun chia s n vi cc
bn. Chng ti thu mt nhn vin lng thp th ln hai th bta
cho chng trnh ng dng ny trong sut mt nm, v y l anh ta
[c ta ci r khi thy trn mn nh l hnh ca Jobs]. Thay v ch l
mt ng hnh chiu ni v hnh chiu, ti xin cho cc bn xem [bc
n ch biu din phn mm mi]. [13]

Mt ln na, chng ta thy c s nht qun ng ch trong tt c cc ti liu

tip th ca Apple v vic tung ra th trng mt sn phm mi. Bi thng co bo ch
ca Apple v Keynote m t n nh Mt ng dng khi bn xem bi thuyt trnh l
tht s quan trng. [14] Tiu ny c th ci trong mt khng gian Twitter v,
khng cn tit l cc chi tit, n k mt cu chuyn ch vi mt cu ni. Mt khch
hng mun bit thm chi tit c th c thng co bo ch, xem biu din ca Jobs,
hay xem biu din trn trang web ca Apple. D sao th tiu chnh n cng cung
cp rt nhiu thng tin. Chng ta bit n l mt ng dng dnh ring cho cc bui
thuyt trnh v cho nhng lc m bi thuyt trnh c th to nn hay ph v s nghip
ca bn. Thm vo na, n li c xy dng cho Jobs. i vi nhiu ngi hay lm
thuyt trnh, tiu ny khu gi mi quan tm ca h v lm cho h dng th
phn mm ny.

Cc nh bo u hc cch vit tiu trong bui hc u tin ti trng bo ch.

Cc tiu thuyt phc bn c mt cu chuyn g trn bo, tp ch hay nht k blog
trn mng. Tiu tht l quan trng. Nhiu c nhn tr thnh ngi vit trn blog,
vit thuyt trnh, vit trn Twitter, trn cc ti liu tip th, cho nn hc cch vit
nhng tiu bt mt, m t r rng s ngy cng quan trng cho thnh cng trong
cng tc.

CH THCH CA NH O DIN

To tiu cho mnh, mt tuyn b ch dng mt cu v k vng i

vi cng ty, sn phm hay dch v ca bn. Nhng tiu hu hiu
nht phi ngn gn (140 k t ti a), c trng v trnh ra mt li ch
c nhn.

Nhc i nhc li tiu trong cc bui ni chuyn v cc ti liu tip

th ca bn: thuyt trnh, hnh chiu, tp qung co, ti liu ph, thng
co bo ch, trang web.

Nn nh rng tiu ca bn l mt li tuyn b trnh ra c ta

mt k vng ca bn v mt tng lai tt p hn. N khng ni v
bn. N ni v h.
 CNH 5

Phc ha mt l trnh

Hm nay chng ti gii thiu ba sn phm mang tnh cch mng.

STEVE JOBS, TIT L V IPHONE

N
gy 9 thng Ging, 2007, hng nghn ngi trung thnh vi Mac theo di
bi thng bo git gn ca Steve Jobs. Hm nay, Apple pht minh in
thoi tr li, Jobs tuyn b khi ln u tin tit l iPhone vi cng chng.
[1]

Tuy nhin, trc khi dn ra tiu ny, Jobs li cn gy thm kch tnh v s hi
hp khi ng ni vi c ta rng Apple khng ch tung ra mt, m n ba sn phm
mang tnh cch mng. ng gii thiu sn phm th nht l mt iPod mn hnh rng v
c cc iu khin chm bng xc gic. Mi ngi v tay nh sm vang. Jobs ni n
sn phm th hai l mt in thoi di ng mang tnh cch mng. Thnh gi ln ting
hoan h li thng bo ny. V sn phm th ba, theo Jobs, s l mt thit b lin lc
qua Internet mang tnh t ph. n lc ny mi ngi trong c ta ngi xung v
ch i c l l mt m t su hn na v sn phm v c l vi mn biu din ba
thit b mi ny - nhng chuyn ly k ch mi khng n. Jobs ni tip: Nh vy l
chng ta c ba thit b: mt iPod mn hnh rng c iu khin bng xc gic, mt in
thoi di ng mang tnh cch mng, v mt thit b lin lc Internet c tnh t ph.
Mt iPod, mt in thoi v mt thit b truyn thng Internet. Mt iPod, mt in
thoi - cc v hiu cha? khng phi l ba thit b ring r. N l mt thit b c
nht m chng ti gi l iPhone. C ta phn ng rt nng nhit v Jobs nh tm
mnh trong nh ho quang l thnh cng tung ra th trng thm mt sn phm c
th cng c v tr ca Apple nh mt trong nhng cng ty sng to nht th gii.

Jobs bng li ni v mt l trnh cho c ta ca mnh, cho h duyt trc

nhng th vui s n. Mt cch in hnh, l trnh ny c phc ha theo tng nhm
gm ba thnh phn - mt bi thuyt trnh gii thiu sn phm c th c chia thnh
ba hi, mt m t sn phm chia thnh ba chc nng, mt cuc biu din chia
thnh ba phn. Vic Jobs thch con s ba c th c thy rt sm nh trong bui
gii thiu my Macintosh u tin ngy 24 thng Ging, 1984. Trn sn khu ca
Trung tm Flint, ti Cupertino, California, Jobs ni vi c ta C hai sn phm tr
nn nhng mc lch s trong ngnh cng nghip ca chng ta: l Apple II nm
1977 v IBM PC nm 1981.
Hm nay, chng ti xin gii thiu mt ct mc lch s th ba, l Macintosh. V n
tr nn tuyt vi k l. [2]

Cc ch dn bng li ni c dng nh mt l trnh, chng gip cho thnh gi

ln theo chuyn k. Khi hun luyn cho khch hng h xut hin trc gii truyn
thng, ti lun lun bt h phi xy dng mt cu chuyn c th d dng theo di
bng cch phc tho ra ba, hay nhiu lm l bn im trc khi i vo chi tit. Khi
ngi ta da trn k thut ny, cc phng vin thng ghi chp rt k. Nu din gi
thiu i mt im, cc phng vin s hi ng ni l c ba im phi khng? Ti ch
nghe c hai. Mt l trnh bng ming ca ba chuyn ny s gip ngi nghe ca bn
ngi yn. Xem Hnh 5.1.
 Hnh 5.1 Jobs theo ng quy lut s ba trong cc bi thuyt trnh ca mnh.

Ngi ta bit r rng chng ta ch gi c mt s t thng tin trong tr nh

ngn hn, cn gi l tr nh tch cc. Nm 1956, nh nghin cu ca Bell Labs
George Miller cng b mt bi bo c in c tn l Con s By thn k, Cng hay
Tr hai. Miller trch dn nhng nghin cu cho thy chng ta rt kh nh t by n
chn con s trong tr nh ngn hn. Cc nh khoa hc hin i a con s nhng s
vt m chng ta d dng nh li l ba hay bn. Nh vy, khng c g lm l l Jobs t
khi a ra nhiu hn ba hay bn im trong thng ip. V vn ny, trong mt bi
thuyt trnh ca Jobs, con s ba thng c thng xuyn hn con s bn. Steve hiu
r quy lut s ba l mt trong nhng khi nim mnh nht ca l thuyt thng tin.

Ti sao Goldilocks khng gp bn ch Gu

Thnh gi thch nhng bn danh sch. Nhng bn c th a bao nhiu im
vo danh sch?

Ba l con s thn k.

Cc din vin kch vui bit l ba th vui nhn hn hai. Cc tc gi bit l ba th

c nhiu kch tnh hn bn. Jobs bit rng ba th c tnh thuyt phc hn nm. Mi
cun phim, cun sch, v kch, hay bn thuyt trnh ni ting u c cu trc ba hi
hay ba mn. C ba chng ng lm pho th, ch khng phi nm. C gi tc vng
Goldilocks gp ba ch gu, ch khng phi bn. C ba anh h trong v kch The
Three Stooges ch khng phi l hai. Hun luyn vin bng huyn thoi Vince
Lombardi ca gii NFL ni vi cc cu th ca mnh l c ba iu quan trng hn c
trong i: gia nh, tn gio v i Green Bay Packers. V Tuyn ngn c lp ca
nc M khng nh l ngi dn M c quyn sng, quyn t do v quyn mu cu
hnh phc, khng phi ch sng v t do m thi. Quy lut s ba l nguyn l c bn
trong vn hc, trong hi hc v trong mt bi thuyt trnh ca Steve Jobs.

Qun chng Lnh thy nh b M c mt nghin cu su v vn ny v

i n kt lun l ba c hiu qu hn hai hay bn. Cc s on trong qun chng lnh
thy nh b theo cu trc tam tam ch: mt h s ch huy nhm ba ngi lnh, mt
trung s ch huy mt tiu i gm ba nhm, mt i y ch huy bc trung i; v c
nh th mi. Nu lnh thy nh b b cng ra nghin cu chuyn ny th ti g chng
ta phi pht minh li t u? C mnh dn s dng n. C rt t nh truyn thng
dng quy lut s ba trong cc bi thuyt trnh ca h nn nu lm vy, bn c v tch
mnh ra. Quy lut s ba tt cho lnh thy nh b, tt cho Jobs th cng s tt cho
bn.

Ti Hi ngh Ton cu cc nh thit k phn mm Apple ngy 6 thng Su,

2005, Jobs tuyn b chuyn t con chip PowerPC sang b x l ca Intel. Jobs ni,
By gi chng ta hy ni v chuyn ny:

Trong lch s ca Mac cho n nay c hai v chuyn ln [bt u

nhn mnh n ba im]. Ln th nht t 68K sang PowerPC. V
chuyn ny xy ra mi nm trc y vo gia thp k chn mi. B
x l PowerPC to n nh cho Apple trong thp k sau . y l mt
nc c hay. V chuyn th hai li cn ln hn. V y l chuyn t
OS 9 sang OS X m ch mi trc y vi nm chng ti mi lm
xong. y l mt cuc phu thut ghp no. V mc d cc h iu
hnh y ch i tn c mt con s, nhng trn mt k thut, chng khc
nhau mt tri mt vc. OS X l h iu hnh tin tin nht trn hnh
tinh, v n s n nh cho Apple trong hai mi nm ti. Hm nay n
lc bt u mt v chuyn th ba. Chng ti lun lun mun ch to
cho cc bn v cho nhng ngi s dng khc ca chng ti nhng
my tnh tt nht. V n lc c v chuyn th ba. Vng, ng l
nh vy. Chng ti bt u chuyn t PowerPC sang b x l Intel. [3]

Ni chuyn bng nhng nhm ba s to phng hng cho ngi nghe cc

bn. N cho ngi ta thy bn u v bn s i v u. Trong bi trch dn trn
y, Jobs ly ch chuyn v chng ta on rng s c t nht mt v chuyn th
ba, v nh Jobs gii thch, Mac c hai v chuyn. ng cng xy dng kch tnh trn
mi im. Ln chuyn th nht l nc c hay. Ln chuyn th hai li cn ln
hn. Ngoi suy ra th ln th ba phi ln hn na.

Chic gh ba chn ca Apple

 Ti Hi ngh Ton cu cc nh thit k phn mm ca Apple thng Chn nm
2008, Jobs chiu mt hnh chic gh c ba chn. ng ni: Cc bn bit by gi
Apple c ba phn. Phn th nht tt nhin l Mac. Phn th hai l phn m nhc ca
chng ti, vi iPod v iTunes. V by gi n phn th ba l iPhone. Jobs gii thiu
nhng v gim c ni v vic kinh doanh Mac v iPod. ng dnh phn Iphone cho
chnh mnh.

Lm th no quy lut con s ba gip bn chi golf

gii hn

Trong khi vit chng ny, ti tm ngh hc chi nh golf vi mt hun

luyn vin gn nh. Ngi nh golf no cng ni vi bn l iu kh nht
l nh c khong chc ng tc cui cng c c mt c xoay mm
mi: cch ng, cch nm gy, cch vung gy, cch ly thng bng, cch
xoay ngi, cch chuyn trng lng, pht bng v cn nhiu thng s
khc. Vn l bn phi ngh n qu nhiu th cng mt lc. Lnh thy
nh b thy rng ra mnh lnh cho nhng nhm ba ngi th lnh d c
phc tng hn. V vy, ti ngh hun luyn vin ch cho ti ba hng dn,
v ch ba thi ci thin ng tc quay ngi ca ti. ng ni: Tt lm,
hm nay anh ch tp trung vo khp mng, chuyn trng lng thn mnh
sang pha phi xoay ra sau ri theo pht bng tht rng. Nh vy, ch
ngh n mng, chuyn trng lng, pht bng. Mng, chuyn, .
ng vy. Bi hc t ra rt hay, v t hm y, trnh nh golf ca ti
tin b rt nhiu. Quy lut s th ba tt cho thuyt trnh v tt cho c tr
nh golf.
Khi i vo tho lun trn iPhone, li mt ln na, Jobs trnh ra cho ngi nghe
mt l trnh ln ny l mt l trnh bn on ng. Trong vi tun na, chng ta
s c sinh nht ln th nht ca iPhone. Chng ti gi bn chic iPhone u tin ngy
29 thng Su. Tht l mt ln tung ra th trng k l, k l nht t trc n nay ca
chng ti. iPhone c gii ph bnh hoan nghnh nhit lit. l chic in thoi
mi mi lm thay i in thoi. Nhng chng ti cn phi tro ln bao nhiu ngn
ni na mi n c nc tip theo. Nhng th thch l g? Th thch u tin l ni
mng 3G mng nhanh hn. Th hai l s ng h ca doanh nghip. Th ba l s
ng h ca bn th ba ng dng. V th t l chng ti cn bn iPhone n nhiu
nc hn na.

Sau khi trnh by trc bng li ni v bn im y m ng s tho lun chi tit

hn, Jobs tr li im th nht. Vy l chng ta n ngy sinh nht ln th nht ca
iPhone, chng ti s a n ln nc thang tip theo, v hm nay ti mun gii thiu
vi qu v iPhone 3G. [6] y l mt k thut nht qun trong cc trnh by ca
Jobs. ng nu ra ba hay bn quan im, tr li im th nht, gii thch k lng mi
im, ri tm tt mi im. y l mt th thut n gin ngi nghe ca bn nh
c nhng thng tin m bn ang chia s.

Jobs v Ballmer chia s lng yu s ba

Thng Ging nm 2009, TG Steve Ballmer ca Microsoft khnh thnh trin lm
Consumer Electronics Las Vegas. y l bi pht biu chnh u tin ca ng ti
cuc trin lm v ng thay th Bill Gates chuyn sang cng tc t thin. Trn mi
lm nm, vic Microsoft khnh thnh hi ngh tr thnh tc l, v Gates c hu
ht cc bo co chnh. Ballmer l mt din gi rt khc Gates. ng tot ra nim say
m, ngh lc, v lng nhit thnh. Trong bi ni chuyn, ng b ht nhng t lng b
truyn, nhng xo ng k thut. Ballmer cng hiu c gi tr ca quy lut s ba
trong vic trnh ra thnh gi mt l trnh qua li ni. Nhm ba im y c tip tc
c tun ra. y l vi th d trch trong bi ni chuyn chnh ca ng:

- Ti mun ni chuyn nhiu hn vi cc bn v kinh t, v cng nghip, v v

nhng g chng ti ang lm Microsoft.
- Khi ti ngh v c hi, trong u ti hin ra ba lnh vc chnh. Th nht l
vic hi t ca ba mn hnh m ngi ta s dng hng ngy: my tnh PC, in
thoi v TV Lnh vc quan trng th hai l cc bn s tng tc th no mt
cch t nhin vi my tnh v cc thit b khc v lnh vc c hi th ba l
ci m ti gi l cc tri nghim ni kt vi nhau.
- Nhn li, ta thy c ba th lm cho Windows v PC thnh cng. Trc ht,
PC cho php c nhng ng dng tt nht v cho php chng hot ng cng
nhau. Th hai l PC cho mt la chn phn cng rng ri hn. V th ba l tri
nghim Windows gip chng ta lm vic cng nhau.
Ballmer s dng nhm ba im n nm ln trong mt bi thuyt trnh, lm
cho bi ni chuyn ca ng d theo di hn l cc bn bo co chnh ca Gates.
Mc d Apple v Microsoft cng chng yu thng g nhau nhng Ballmer v
Jobs u hiu rng gii thch nhng k thut phc tp vi li l ngi ta d theo
di l bc u trong vic to nim phn khi trong s khch hng hin ti v
tng lai.
 Phng php ca USA Today
Cc nh bo u c hc cch bin cc tng phc tp thnh nhng
im c bit. Hy c USA Today, t bo c a thch nht M v
bn s thy cc bi bo thu gn cc im chnh thnh nhng nhm ba
im. Khi Intel tung ra th trng mt con chip rt nhanh mang tn
Centrino 2, Michelle Lessler vit v n cho t bo. Kessler ch ra ba li
ch c bit v ti sao mi li ch li quan trng ti sao ta phi quan
tm:

- i sng ca pin. My tnh xch tay tt nht trn th gii cng chng c gi
tr g khi ht pin. Con chip mi ca Intel c mt b x l vi nng lng cc k
thp v nhng thit b tit kim nng lng.
- ha. Cc my tnh xch tay thng s dng cc con chip ha cht
lng thp. Nhng nay n 26 phn trm c cc con chip ha c lp mnh
hn v c nhiu ngi xem phim, chi tr chi, v s dng cc chng trnh
nhiu ha.
- Internet khng dy. Con chip mi ca Intel c th h Wi-fi mi nht, gi l
802.11n. Cui nm nay h s cho ra mt con chip s dng mt tiu chun
Internet khng dy mi gi l WiMax, c th truyn tn hiu trn nhiu cy s.
Kessler cho thy l bn c th ly mt k thut hay mt tng phc tp nht
ri m t n vi ch ba im ngn gn.

Ed Baig cng vit cho USA Today, bnh lun v vi sn phm k thut mi nht.
Sau khi th h iu hnh mi nht ca Microsoft (Windows 7) trong phng thc
th nghim beta, Baig tp trung vo ba im chnh:

- Chy quanh. Cc biu tng trn thanh tc v u ln hn v bn c th sp

xp chng theo mun.
- An ninh. Windows 7 khng lin tc ngng my vi nhng thng ip an ninh
kh chu mi khi bn mun np cc chng trnh hay thay i cch iu
chnh.
- Tnh tng hp. Ngay trong th nghim beta, Windows 7 cng nhn ra my
in v my nh s ca ti.
Baig, Kessler v cc phng vin ni ting khc vit bi ca h theo tng khc d
s dng d c. Jobs cng vy, ng vit ni dung cc bi thuyt trnh ca mnh
nh phng vin t USA Today vit ph bnh mt sn phm: c tiu , c dn
nhp, c ba im, c kt lun.
 Quy lut s ba gip DuPont i ph th no
trc cuc khng hong kinh t

Trong cun sch Leadership in the Era of Economic Uncertainty, bc thy

qun l Ram Charan c vit v cng ty ton cu khng l DuPont v cch
n phn ng trc cuc khng hong sp kinh t nm 2008. Gim c
iu hnh Chad Holliday gp cc lnh o v cc nh kinh t ch cht ca
cng ty, xy dng mt k hoch chng khng hong phi thc thi trong
vng mi ngy. Lc y, DuPont c su mi nghn nhn vin. Mi nhn
vin phi i gp mt v gim c nghe thng bo bng li vn d hiu
v nhng g cng ty phi thc hin. Cc nhn vin c yu cu xc nh
ba vic m h phi lm ngay gip cng ty duy tr vn v gim chi tiu.
Cng ty cho l nu nhn vin thy nhiu qu, h s khng lm g c. Tuy
nhin, ba l mt con s c th qun l c v c ngha thc y nhn
vin hnh ng.

Dng l trnh lm chng trnh ngh s

Jobs khi ng Macworld 2008 vi mt chng trnh ngh s bng li ni
(Khng c hnh chiu chng trnh bui ni chuyn trong bi thuyt trnh ca
Jobs, ch c mt l trnh bng li), ng ni: Ti c bn iu mun ni vi cc bn
hm nay, vy chng ta hy bt u i.

iu th nht l Leopard. Ti rt phn khi bo co vi cc bn l

trong chn mi ngy u tin, chng ti pht i nm triu bng
Leopard. Tht khng th tng tng ni. y l ln pht hnh thnh
cng nht ca Mac OS X t trc n nay iu th hai l iPhone.
Hm nay li l ngy th hai trm sau khi iPhone c a ra bn. Ti
c bit vui mng v n nay chng ti bn c bn triu iPhone
Vng, cn iu th ba. y cng l mt iu hay. iu th ba l v
iTunes. Ti tht vui mng thng bo l tun qua chng ti bn n
bn t bi ht. Tht tt qu, phi khng . Ngy l Ging Sinh chng
ti li lp mt k lc mi, hai mi triu bi ht trong mt ngy. C k
diu khng ? l k lc ca chng ti trong mt ngy By gi
chng ta qua s bn. C mt iu g ang n y. iu g vy ? Vng,
nh cc bn bit, Apple ch to ra nhng my tnh xch tay tt nht
trong ngnh my tnh : l MacBook v MacBook Pro. Vng, chng
ti s bn ra mt loi my tnh xch tay th ba. Tn n l MacBook
Air... " [8]
 Mi khi Jobs loan bo mt con s, hnh chiu ca ng ch c mt hnh nh
chnh con s y (1, 2, 3, hay 4). Chng ti s khm ph tnh n gin ca vic thit
k cc hnh chiu ca Jobs trong Cnh 8, nhng ngay t by gi, bn ng nn
qun rng hnh chiu phn nh chuyn k ca bn. Khng cn phi lm cc hnh
chiu cu k.

Jobs khng ch chia bi thuyt trnh ca ng thnh tng nhm m cn m t

cc chc nng bng nhng danh sch gm ba hay bn th. Nm 2005, Jobs ni :
C ba bc t ph ln trong iPod. Bc th nht l n mang i u cng
c [5 GB, mt nghn bi ht trong ti bn]. Bc th hai l chng ti ch ra
Firewire [Jobs gii thch v sao Firewire cho php ti xung c mt CD ch trong
nm n mi giy thay v nm n mi pht qua kt ni USB]. Bc th ba l
n c mt i sng ca pin k l. [12] Sau y ng m t bng cch no iPod cho
mi gi s dng pin, mi gi nghe nhc lin tc.

Chng ny c th tr nn chng di nht trong sch. V mi bi thuyt trnh

ca Steve Jobs c cha mt l trnh bng li ni vi quy lut s ba ng mt vai
tr hng u. Ngay khi ng khng dng hnh chiu trong mt bi gii thiu sn
phm chnh truyn thng, Jobs cng ni theo s ba. Jobs bt u bi din thuyt
m ngy nay tr nn ni ting nhn dp l pht bng tt nghip Stanford bng cu
ni: Hm nay ti mun k ba cu chuyn v i ti. [13] Bi ni chuyn ca ng
theo ng li phc tho y. ng k li ba cu chuyn trong i sng c nhn, gii
thch l hc c g, v bin nhng cu chuyn y thnh nhng bi hc cho cc
tn khoa.
 Nhng ngi vit din vn ni ting
nht th gii bit g?

Ted Sorensen, ngi vit din vn cho John F.Kennedy, tin rng
bi din vn phi vit cho tai nghe ch khng phi cho mt nhn.
Cc bi din vn ng vit thng nu ra nhng mc tiu v thc
hin theo th t mt hai ba m ngi nghe d tip thu. Bi din vn
ca Kennedy trc lng vin Quc hi ngy 25 thng Nm, 1961
cho chng ta mt th d hon ho v k thut ca Sorensen. Ku
gi quc hi c mt cam kt ln thm him v tr, Kennedy ni:

Trc ht, ti tin rng t nc chng ta phi cam kt t n

mt mc tiu l, trc khi thp k ny tri qua, chng ta c th
cho ngi t chn ln mt trng v a v tri t an ton.
Khng mt n v tr no trong giai on ny li c th nhiu
n tng hn i vi nhn loi hay quan trng hn i vi cng
cuc thm him v tr trong di hn Th hai, mt kinh ph
hai mi ba triu la thm vo, cng vi by triu la c,
s y mnh vic pht trin tn la ht nhn Rover Th ba,
mt kinh ph b sung nm mi triu la s cng c s lnh
o ca chng ta bng cch tng cng vic s dng cc v tinh
cho thng tin lin lc ton cu. Ti mun ni r l ti ang yu
cu quc hi v t nc chp nhn mt cam kt vng chc cho
mt hng hnh ng mi, mt hng hnh ng s ko di
nhiu nm v c ph tn cao
 Nu chng ta ch i na chng, hay gim bt tm nhn ca
chng ta v c nhng kh khn th theo ti, tt hn l khng
lm g ht. [9]

Tng thng M Barack Obama, ngi khm phc cc bi din vn

ca Kennedy, bt chc mt vi quy lut ca Sorensen lm
cho cc bi din vn ca mnh c nhiu tc ng hn. Sau y l
mt bi din vn ca Obama c s dng quy lut s ba, bt u
bng bi din vn y ng ln vinh quang, bi pht biu chnh ca
ng ti i hi ng Dn ch nm 2004:

Ti tin rng chng ta c th gip giai cp trung lu ca chng ta v

cho cc gia nh lao ng mt hng i n c hi Ti tin rng
chng ta c th to cng n vic lm cho ngi tht nghip, ni tr
ng cho ngi v gia c, gip cho tui tr trong cc th khp nc
M thot khi bo hnh v tuyt vng Ti tin rng gi thun chiu
ang thi sau lng chng ta v chng ta ang ng ng ba ng
lch s, chng ta c th la chn ng v ng u vi cc th thch
chng ta ang phi i mt.[10]

Nh c minh ha trong bi trch dn ny, Obama khng ch chia

bi din vn ca mnh thnh nhng on ba cu m mi cu cn
nu ln ba im.

Khi Obama tuyn th nhm chc tng thng th bn mi t ca

nc M ngy th Ba, 29 thng Ging, 2009, ng cng c mt
bi din vn lch s trc khong hai triu ngi t tp chng
kin bui l tn mt v hng triu ngi khc xem truyn hnh trn
khp th gii. Obama thng hay dng s ba trong din vn:
 Ti ng y cm thy nh b trc nhim v ca chng ta,
vi lng bit n v s tin tng t vo mnh, tng nh n
cc hy sinh ca ng cha chng ta.

- Ni b mt, cng n vic lm khng cn, kinh doanh b tan

v.
- H thng bo v sc khe ca chng ta qu t , trng hc
khng p ng cho nhiu ngi, v mi ngy li c nhiu bng
chng hn na l cch chng ta s dng nng lng ch lm cho
cc ch th ca chng ta mnh thm v hnh tinh ca chng ta
b e da.
- Hm nay ti mun ni vi mi ngi rng cc thch thc
chng ta phi i mt l c tht v nghim trng v chng c
y ry.
- Ngi lao ng ca chng ta khng c hiu sut bng lc bt
u cuc khng hong, tr c ca chng ta t sng to hn, hng
ha v dch v ca chng ta khng phi t cn hn thng trc
hay nm trc. [11]

p dng quy lut s ba

Nh chng ta thy, cc nh lnh o doanh nghip thng chun b cc bi
phng vn quan trng ca h trn truyn hnh hay cc bi thuyt trnh chnh bng cch
cu trc thng ip ca h qung ba hoc bn im. Ti bit, v ti hun luyn cho
h lm nh vy! Sau y l ti p dng nh th no cc li khuyn trong Cnh 4 v
5 chun b mt bui phng vn v ti cun sch ny. Trc ht, ti to ra mt
tiu khng di qu 140 k t. Thuyt trnh ging nh Steve Jobs. Sau y, ti
vit ra ba tng ln: (1) To cu chuyn, (2) Bo co tri nghim, v (3) Gi ghm
cc ti liu. Di mi tng y, ti s c cc cng c to tnh hng bin nhm
cng c cu chuyn k: ct truyn, cc th d, v cc c s lp lun. Sau y l mt th
d v din bin mt cuc phng vn ngn gn:

Phng vin: Cho Carmine, anh hy ni cho chng ti nghe v cun sch ny.

Carmine: Cun B quyt thuyt trnh ca Steve Jobs ln u tin cho chng ta
thy cch thuyt trnh ging nh Steve Jobs. TG ca Apple c xem l din gi
hp dn nht trn th gii hin nay. Cun sch ny dn bn i theo cc bc m ng
dng bn cc tng ca mnh. Trn ht l ai ai cng c th hc c cc k thut
y ci thin bi thuyt trnh sp n ca mnh.
 Phng vin: Tt lm, th chng ta bt u t u?

Carmine: Bn c th thuyt trnh nh Steve Jobs [nhc li tiu t nht hai

ln trong mt bui ni chuyn] nu bn i theo ba bc sau ny: Th nht, to cu
chuyn. Th hai, bo co tri nghim ca mnh. V th ba, gi ghm mi ti liu. By
gi chng ta hy ni v bc th nht, to cu chuyn.

Nh cc bn thy trn th d ny, a ra mt l trnh ba phn s to ra mt

phc tho ca mt bui phng vn ngn, mt bui phng vn di hn hay c mt bui
thuyt trnh.

Tr c ca ngi nghe ang phi lm vic qu sc. Chng ang phi tip thu
cc li ni, hnh nh, v nhng tri nghim trn gic quan, ch ng ni l chng
ang tin hnh mt i thoi ni b ring ca chng. Hy to iu kin thnh gi
d dng theo di bi ni chuyn ca bn.

Bi ni chuyn ni ting ca Jimmy V.

Ngy 4 thng Ba, 1993, hun luyn vin bng r cho sinh vin Jimmy Valvano
c mt bi din vn cm ng nht trong lch s th thao gn y. Valvano
dn dt i bng ca trng i hc bang North Carolina n chc v ch quc
gia NCAA nm 1983. Mi nm sau, sp qua i v ung th, Valvano nhn Gii
thng Arthur Ashe v Dng cm v Nhn o. Valvano s dng quy lut s ba
a ra hai khonh khc cm ng nht ca bi din vn:

i vi ti, c ba vic m chng ta phi lm thng ngy. Chng ta phi lm mi

ngy trong i. S mt l ci. Bn phi ci mi ngy. S hai l suy ngh. Bn
phi dnh thi gian suy ngh. V s ba l bn phi c cm xc ra nc mt c
th l hnh phc hay vui sng. Nhng hy ngh v n. Nu bn ci, bn suy
ngh v bn khc, th l mt ngy y . Bnh ung th ly i kh nng thn
th ca ti. N khng th ng n tr c ca ti, n khng th ng n tri tim
ti; v n khng th ng n tm hn ti. Tt c ba th y s cn mi, Xin cm
n v cu Tri ph h cho tt c cc bn.
 CH THCH CA NH O DIN

- To mt danh sch tt c nhng im chnh m bn mun thnh gi

bit v sn phm, dch v hay sng kin ca bn.
- Phn hng danh sch y ch cn ba im quan trng trong thng
ip. Nhm ba ny s to nn l trnh bn rao hng hay thuyt
trnh.
- Di mi thng ip chnh, thm cc c s lp lun cng c cu
chuyn k. Nhng c s y c th l: chuyn c nhn, s kin, th d,
hnh nh tng t, n d, v nhng li tn thnh ca mt bn th ba.
 CNH 6
Gii thiu
ngi phn din

IBM c thng tr ton b nn cng nghip my tnh khng?

George Orwell c ni ng khng?

STEVE JOBS

rong mi cu chuyn c in, nhn vt chnh din chng li nhn vt phn

T din. Cch phc tho mt cu chuyn k cng dng c cho cc bi thuyt

trnh tm c quc th. Steve Jobs xy dng nn mng cho mt cu chuyn
hp dn bng cch a vo mt nhn vt phn din, mt k th, mt vn cn
c gii quyt. Nm 1984, k th y l Big Blue, IBM

Apple ng ng sau mt qung co trn truyn hnh c uy th nht trong lch

s v l mt v din trong chng ta bt u thy kch bn c ngi hng v k
gian xut hin trong cch tip cn v thng ip ca Jobs. Nm 1984, bi qung
co trn truyn hnh y gii thiu Macintosh vi th gii. N ch chiu mt ln,
vo dp gii v ch bng Super Bowl ngy 22 thng Ging nm y. i Los
Angeles Raiders bp i Washington Redskins, nhng nhiu ngi nh n
on phim qung co hn l t s trn u.

Ridley Scott, ngi ni ting v phim Alien, ch huy t qung co cho Apple.
on phim bt u vi cnh nhng ngi n l u co trc ang nghe hun th
ca v th lnh (Anh C Big Brother) trn mn nh khng l. Mt c gi tc vng
vm v, mc mt b th thao h hang kiu nm tm mi, ang chy vi mt
ci ba t. ui theo sau l nhng ngi lnh xung kch u i m st, c gi nm
ci ba t vo mn nh, n n tung pht ra nh sng chi la trong khi m n l
c ngi y mm h hc. on phim kt thc vi mt thng bo bun chn ni
Ngy 24 thng Ging, hng my tnh Apple s a ra my Macintosh v bn s
thy l nm 1984 s khng nh cun sch 1984. [1]

Cc y vin hi ng qun tr ca Apple nht tr khng tn thnh on phim

qung co v do d khng mun cho chiu. ng nhin l Jobs ng h n v ng
cm thy sc mnh ca cm xc sau cu trc c in ca ngi hng v k gian.
ng nhn thy mi u th cn c mt k th. Trong trng hp ca on phim
qung co lch s nm 1984 ny th IBM l k gian. IBM, cng ty ch to my tnh
ln vo thi im y quyt nh ch to mt my tnh cnh tranh vi chic my
tnh gia dng u tin ph bin nht trn th trng, my Apple II. Trong mt bi
pht biu chnh nm 1983, Jobs gii thch ngha ca on phim qung co ny
cho mt nhm ngi bn hng c la chn ca Apple khi h xem trc on
phim truyn hnh di su mi dy ny:

Jobs ni: By gi l nm 1984, c v nh IBM mun chim tt c. Apple

c xem l hi vng c nht bt IBM phi cnh tranh IBM mun tt c v
ang cha sng vo chng ngi vt cui cng ca n nm ht ngnh cng
nghip: l Apple. Big Blue c th khng ch ton b ngnh cng nghip my
tnh khng? Tc gi George Orwell ca sch 1984 c ni ng th khng? [2]

Vi li vo nh th, Jobs li ra sau nhm cc ngi bn hng t tp li

tr thnh cng chng u tin c xem on phim qung co. C ta v tay nh
sm. Trong su mi giy tip theo, Steve ng li trn sn khu th hng s
c v, vi n ci rng hng cy s. iu b, ngn ng bng c ch cng nh nt
mt ca ng u ni ln Ta nm c!

Vn + Gii php = Jobs c in

a vo mt phn din (vn ) lm cho c ta tp hp li quanh mt ngi

hng (gii php). Jobs cu trc cc bi thuyt trnh gy kch ng nht ca mnh
chung quanh cch thc k chuyn c in ny. Th d nh sau ba mi pht trong
bi thuyt trnh thng li nht ca ng, gii thiu cho iPhone trong Macworld
2007, ng b ra ba pht gii thch ti sao iPhone l mt sn phm m thi c
n. Cc k xu trong trng hp ny gm c nhng in thoi thng minh ang
bn trn th trng m theo l lun ca Jobs th chng thng minh cho lm. Trn
Bng 6.1, ct bn tri l nhng cu trch t bi thuyt trnh; ct bn phi l nhng
t hay nhng li m t hnh nh i theo cc hnh chiu. [3]

Ta hy ch rng cc hnh chiu hot ng nh nhng th b sung cho li din

gi.

Bng 6.1

BI THUYT TRNH CHNH CA JOBS V IPHONE

Li ca Steve Hnh chiu ca Steve

Cc in thoi tin tin nht c gi in thoi thng minh

l in thoi thng minh, ngi ta ni
nh vy.
Chng kt hp in thoi vi e-mail in thoi thng minh
vi Internet nho nh. in thoi + Email + Internet

Vn l chng khng thng minh m i thoi thng minh

cng khng d s dng. Chng tht
Khng thng minh
phc tp. Chng ti mun lm mt sn
phm t ph cn thng minh hn bt Khng d s dng
k thit b no c.

Vy l chng ti s pht minh ra in UI cch mng

thoi tr li. Chng ti bt u vi mt
giao din cch mng i vi ngi s
dng (UI).

l kt qu ca nhiu nm nghin UI cch mng

cu v trin khai. Nhiu nm nghin cu trin khai

Ti sao chng ti cn mt giao din Hnh nh ca bn in thoi thng

mang tnh cch mng? y l bn in minh:
thoi thng minh: Motorola Q,
Motorola Q, Blackberry, Palm Treo,
Blackberry, Palm Treo, Nokia E62 -
Nokia E62
nhng k tnh nghi.

Giao din i vi ngi dng s dng Na trn ca mi hnh nh m i, ch

ca chng khng c g khng n? Vn li na di bn phm
ca chng l nm trong s bn mi
t di ln. Chnh l ci ny y [mi
tn ch bn phm trn in thoi]. Chng
c bn phm m lun lun y d bn
c cn n n hay khng. V tt c u
c cc nt iu khin bng nha dng
cho mi ng dng. Mi ng dng phi
c mt giao din hi khc, mt b nt
bm ti u ha ch dng cho n. V su
thng na bn thy chuyn g xy ra nu
c mt tng mi? Bn khng th
thm vo y mt nt bm. Chng
c bn ht. Vy phi lm sao y?

iu m chng ta lm l b tt c Hnh iPhone

nhng nt bm ny i, ch cn li mt
mn hnh ln.
Lm sao truyn tin vi th ny? Chng Hnh iPhone nhn nghing: hnh bt tr
ta khng mang theo con chut. Vy m i
chng ta phi lm th no? Mt bt tr,
ng th. c. Khng ai thch bt tr
u.

Vy chng ta khng dng ti bt tr. Hnh bt tr m i v hnh ngn tay tr

Chng ta s dng thit b tr tt nht th hin ln bn trn iPhone
gii mt thit b tr m khi sinh ra tt
c chng ta u c. Khi ra i chng ta
c mi thit b nh th. Chng ta s
dng ngn tay.

Chng ti mi sng ch ra mt k Hnh ngn tay tr m i v hin ln

thut mi, gi l a xc gic, n tht dng ch Multi-Touch
phi thng.

N hot ng nh tr o thut. Bn Bn phi, cc ch hin ln:

khng cn bt tr. N chnh xc hn
Nh tr o thut
nhiu so vi cc bn nt bm bn ra t
Khng bt tr
trc n nay. N qun i cc nt bm
Chnh xc hn nhiu
v . N tht siu thng minh. Bn c
Qun bm v
th bm nhiu ngn tay cng mt lc,
Dng nhiu ngn
v, hay qu, chng ti ng k bn
ng k bn quyn
quyn! [ci]

Bn hy ghi nh cch Jobs dng cc cu hng bin k chuyn. Ti sao

chng ta cn mt giao din mang tnh cch mng cho ngi s dng? ng t cu
hi trc khi nu vn . ng cng nu vn i vi gii php ca mnh. Khi
ng gii thiu thay bn phm bng mn xc gic, ng hi mt cch khn kho
Chng ta truyn t thng tin bng cch no vi n? Cu tr li sn c ca ng
l, Chng ta dng thit b tr tt nht trn th gii... ngn tay ca mnh.

Khng ai tht s quan tm n sn phm ca bn hay sn phm ca Apple hay

ca Microsoft hay ca bt k cng ty no khc, v vn ny. iu ngi ta quan
tm l gii quyt vn v lm cho i sng kh hn. Nh trong th d ca in
thoi thng minh trn Bng 6.1, Jobs m t s au n m h cm thy, cho h
mt l do v s au n y (thng do cnh tranh gy ra) v, nh bn s thy
trong Cnh 7, a ra cch cha.

Jobs bin h cho mnh trn CNBC

 Ti sao Apple li mun nhy vo th trng my thu pht cm tay nhiu cnh
tranh v nhiu nh sn xut? phng vin Jim Goldman ca CNBC hi Jobs trong
mt bi phng vn ngay sau khi c thng bo v iPhone. Jobs tr li cu hi bng
cch nu ln mt vn cn c tr li. Chng ti dng th tt c cc my thu
pht v chng tht lm ngi ta nn lng. y l mt th loi cn phi c pht
minh li. My thu pht phi mnh hn v tin s dng hn. Chng ti ngh l
chng ti c th ng gp cht g y. Chng ti khng cn bit l c nhiu hng
khc ch to sn phm ny. S tht l trong nm 2006 c mt t my bn ra. Nu
chng ti c th phn mt phn trm th cng l mi triu n v. Chng ti
pht mnh in thoi tr li v thay i hon thon v nhng k vng ca bn t
vo my b ti.

Goldman hi: Vy ng gi thng ip no cho nhng ngi cnh tranh?

Chng ti l mt cng ty lm ra sn phm. Chng ti thch cc sn phm tt.

Mun gii thch sn phm ca chng ti l g, chng ti phi bit trn th trng c
nhng sn phm no v ai l ngi s dng. Jobs ni. [4] Cu cui cng cho thy
cch tip cn ca Jobs xy dng mt cu chuyn thuyt phc. Gii thch v sn
phm hay dch v mi cn c mt khung cnh, cn lin quan n mt vn ca
khch hng lm cho h au n, Mt khi ni au c din t th ngi nghe
ca bn s tip thu d dng hn sn phm hay dch v c kh nng lm gim au.

Tn gio Apple
Trong cun sch Buyology, bc thy trong ngnh tip th Martin Lindstrom
xem thng ip ca Apple ging nh nhng tng hng mnh lm cho cc tn
gio y mnh pht trin. C hai u hng ti mt vin nh chung v mt k th
c bit.

Lindstrom vit Phn ln cc tn gio u c mt vin nh r rt. Ti mun ni

l h r rng v s mnh ca mnh, d l i n mt tnh trng n hu no
hay hon thnh mt s mnh tinh thn no. V l tt nhin, phn ln cc cng ty
u c mt s mnh r rt. K vng ca Steve Jobs c t gia thp k 1980 khi
ng ni, Con ngi to ra nhng thay i trn i ny. V vy, ng phi ng trn
cc h thng cc c cu, ch khng b chng chi phi. Hai mi nm v vi triu
iPod sau, cng ty ca ng vn theo ui k vng y. [5]

Theo Lindstrom, ngi c nhiu nm nghin cu v nhng nt tng ng

gia cc thng hiu sng lu, thi tn gio v nhng thng hiu nh Apple c
mt c tnh chung khc: l chinh phc mt k th chung. C mt k th xc
nh r rng s cho chng ta c hi xy dng v biu th c tin ca chng ta,
nhng cng on kt chng ta vi nhng ngi cng c tin... chin lc chng ta
chng li chng n s li ko nhng ngi ng h, gy tranh ci, to ra lng trung
thnh v lm cho chng ta phi suy ngh, phi tranh lun v l tt nhin phi mua
hng. [6]

N s n tht ti khng?
Xc nh c mt i th ngay t lc u l mt iu ct yu thuyt phc,
v tr no chng ta cn mt ch cha ng mt th loi - t c mt
tng mi. Hy suy ngh nh th ny: tr no bn mun c mt ngha trc cc
chi tit. Theo nh khoa hc John Medina, tr no chng ta c hnh thnh xem
nhng bc tranh i th, Medina ni rng khi con ngi nguyn thy thy mt con
h rng kim, h t hi mnh, N c n tht ti khng? ch khng phi N c
bao nhiu rng?

Nhn vt i th cho ngi nghe ca bn bc tranh i th y. ng bt u

vi cc chi tit. Bt u vi nhng tng ln v theo th t trn di, xy dng
cc chi tit chung quanh cc khi nim ln y, Medina vit trong cun Brain
Rules ca ng. [7] Trong cc bi thuyt trnh, hy bt u vi bc tranh i th -
vn - trc khi in vo cc chi tit (gii php ca bn).

Apple tit l ra cng chng phn mm trnh duyt trn mng Safari trong dp
Macworld 2003, gi n l trnh duyt nhanh nht trn Mac. Safari s gia nhp i
qun nhiu phn mm trnh duyt khc ang tranh nhau li cun s ch trc
sc mnh tn st ca phn mm Microsoft Internet Explorer. thuyt phc ti
a, Jobs t vn - to ra mt i th - ch bng cch t cu hi: Ti sao chng
ta cn phn mm trnh duyt ca ring chng ta? Trc khi ph din cc chc
nng mi in vo cc chi tit ng cn xy dng mt l do ca s hin din
ca sn phm.

Jobs ni vi c ta rng c hai lnh vc m cc nh cnh tranh nh Internet

Explorer, Netscape v cc hng khc t ra yu km: l tc v sng to. V
tc , Jobs ni v safari s ti cc trang trn mng ba ln nhanh hn Internet
Explorer trn Mac. Trong lnh vc sng to, Jobs ni v nhng im yu ca cc
phn mm trnh duyt hin c, k c vic tm kim bng Google cng khng c
mt trn thanh cng c v du bookmark c nhiu st. Jobs ni: iu m chng
ti tm thy trong nghin cu ca mnh l ngi ta khng dng du bookmark. H
khng dng du a thch favorite nhiu v n kh phin phc v khng ai hnh
dung ra cch s dng n. Safari s gii quyt vn bng cch ghp phn tm
kim Google vo thanh cng c chnh v d dng tr li cc trang trc hay cc
trang Web a thch ca favorite.
 Ch mt cu n gin l tt c nhng g bn cn gii thiu i th: Ti sao
bn cn n th ny? Chnh cu hi y cho php Jobs xt li trnh trng hin
thi ca ngnh cng nghip (d l trnh duyt, h iu hnh, m nhc s, hay
nhng mt khc) v chun b sn khu cho bc tip theo trong bi thuyt trnh,
ra mt gii php.

t rao hng tn 3.000 la mt pht

Trong mt tun l vo thng Chn, hng chc nh kinh doanh khi nghip rao
hng trc nhng gii truyn thng, chuyn gia, v nh u t trong hai cuc
hp ring bit nhau TechCrunch 50 San Francisco v DEMO San Diego.
i vi cc doanh nhn khi nghip, nhng bui thuyt
trnh vi nhng khon tin dn vn cao y to ra s khc bit gia cc
thnh cng v loi b.

Cc nh t chc ca TechCrunch tin rng tm pht l thi gian l

tng trnh ra mt tng. Nu bn khng th hin c tng
ca mnh trong vng tm pht v cch suy ngh i theo th bn cn
phi chnh li tng ca mnh. DEMO li cn cho cc din gi t thi
gian hn ch su pht. DEMO cng bt ng 18.500 la l ph
thuyt trnh, ngha l mi pht phi tr 3.000 la . Nu bn phi tn
3.000 la mt pht bn cc tng ca mnh th bn nn tip cn
cch no?

kin thng nht trong s cc nh u t mo him khi n bui

thuyt trnh gii thiu l phn ln cc doanh nhn khng to ra c
mt tnh tit cu chuyn cho ly k v h nhy ngay vo sn phm m
khng gii thch vn . Mt nh u t ni vi ti Anh phi to ra
mt khong trng trong u ti c th gi c thng tin m anh
sp a ra. Ti ht sc quan tm khi cc nh kinh doanh a ra gii
php m khng t vn . H c mt bnh c ph l tng ca
h - m khng cho ci cc rt c ph vo. u c ca thnh gi
ca cc bn ch c chng y ch trng tch ly thng tin. Nu phn
ln cc din gi nht 2MB d liu vo mt ci ng ch cha c 128
kB th tht l qu sc.

Mt cng ty c tn TravelMuse c mt bi rao hng rt xut sc ti

DEMO 2008. Ngi sng lp ra cng ty, Kevin Fleiss m u bi trnh
by nh sau: Phn khc bn l ln nht v chn chn nht l du lch,
ch ring M ln n 90 t la [xc nh th loi]. Chng ta u
bit cch mua mt chuyn du lch trn mng.
 Nhng mua ch l 5 phn trm cui cng ca mt qu trnh [bt u t
vn ]. 95 phn trm i trc khi t mua quyt nh i u, lp k
hoch l ni c nhiu vic nng nhc. TravelMuse, chng ti lm
cho vic ln k hoch c d dng bng cch ghp ni ni dung vi
nhng cng c lp k hoch du lch v i n mt tri nghim ton b
[trnh ra gii php] [9] Bng cch a vo th loi v t vn trc
khi trnh ra gii php, Fleiss to ra mt ci cc rt c ph.

Cc nh u t dn vn trn nhng tng. Nh vy, h mun bit vn

g m sn phm ca cng ty hng ti. Mt gii php i tm vn
th t hp dn hn. Mt khi t xong vn v trnh ra gii php th
nh u t mi thy thoi mi i vo nhng chuyn nh quy m th
trng, cnh tranh v m hnh kinh doanh.

Rao hng thang my cui cng

Vn khng cn nhiu th gi mi xy dng c. Jobs thng ch cn vi
pht a vo i th. Bn cng c th lm nh vy ch trong ba mi giy. Ch
cn to ra tr li bng mt cu ni cho mi cu hi sau y: (1) Bn lm g? (2)
Bn phi gii quyt vn g? (3) Bn khc ngi ta nh th no? (4) Ti sao ti
phi quan tm?

Khi ti lm vic vi cc lnh o ca LanguageLine Monterey, California,

chng ti xy dng mt bi rao hng thang my da trn cc tr li cho bn cu
hi. Chng ti kh thnh cng. Bi rao hng sau y cho bn bit kh nhiu v
cng ty: LanguageLine l cng ty ln nht th gii trong lnh vc dch v phin
dch qua in thoi cho nhng cng ty mun kt ni vi khch hng khng ni
ting Anh [cng ty lm g]. C mi hai mi ba giy li c mt ngi khng ni
c ting Anh nhp vo nc ta [vn ]. Khi ngi y gi n bnh vin, ngn
hng, cng ty bo him, hay quay s 911, th thng c ngi phin dch ca
LanguageLine u my bn kia [n khc th no]. Chng ti gip cc bn ni
chuyn vi khch hng, bnh nhn, hay khch nh mua hng trong 150 th ting
[ti sao bn phi quan tm].

i th: Mt cng c thun tin k

chuyn
 Steve Jobs v v ph tng thng M tr thnh chuyn gia bin i kh hu Al
Gore c ba iu chung nhau: mt cam kt i vi mi trng, mt tnh yu i vi
Apple (Al Gore trong hi ng qun tr ca Apple) v mt phong cch thuyt trnh
hp dn.

B phim ti liu An Inconvenient Truth ca Al Gore c gii thng l mt

bn thuyt trnh thit k vi cch k chuyn ca Apple. Gore cho ngi nghe ca
mnh mt l do nghe bng cch t ra mt vn m ai ai cng ng (cc nh
ph bnh c th khc nhau v gii php nhng vn th nhn chung u c
chp thun.)

Gore bt u bi thuyt trnh ca mnh cu chuyn ca mnh bng cch xy

dng c s cho cc lp lun. Trong mt lot hnh nh mu v Tri t chp t cc
chuyn bay khng gian khc nhau, ng khng ch mi c ta xem cc v p ca
hnh tinh chng ta m cn nhp vn . Gore khi ng vi mt hnh nh ni ting
mang tn Qu t mc, hnh nh Tri t nhn t Mt Trng. Ri Gore trnh ra
mt lot hnh nh v sau cho thy cc du hiu ca Tri t m dn ln nh bng
tan trn cc chp bng, b bin tht li v cc trn bo. ng ni Bng gi c cu
chuyn k vi chng ta. Ri Gore m t nhn vt phn din mt cch r rng
khng che giu: tt c nhin liu ha thch nh than , kh t, v du m lm
tng rt nhiu lng ixit cacbnic trong kh quyn Tri t, lm tng nhit .

Trong mt cnh tng ng ghi nh ca cun phim ti liu, Gore gii thch vn
bng cch ch ra hai ng biu din mu (mt mt xanh) cho thy s bin
thin ca ixit cacbnic v nhit cho n su trm nghn nm trc y. Theo
Gore: Khi c nhiu ixit cacbon hn th nhit tng cao hn. Ri ng chiu
mt hnh c th nng ixit cacbnic tng ln cao nht trong lch s hnh
tinh, y l mc hin nay. By gi xin qu v hy dung th cho ti, ti tht s
mun nhn mnh n im sau Gore va ni va tro ln mt ci my nng c
hc. ng bm mt ci nt v ci my nng a ng ln cao t nht gn hai mt.
Bay gi ng ng ngang vi im trn th biu din nng CO2 hin nay.
Vic ny lm cho mi ngi ph ln ci. Tht bun ci nhng ng thi cng
kh su sc. ng tip tc ni: Trong cha y nm mi nm na, n s tip tc
ln. Khi mt vi em b y n tui ti, th s ln nh th ny. Lc y, Gore li
bm nt, v my nng a ng ln cao hn trong khong mi giy. Khi ng ang
i theo th ln cao, ng ngonh v pha khn gi Cc bn c nghe ni v ra
ngoi gii hn ca th khng? Vng, chng ta s nh th trong cha y nm
mi nm na [10] Tht vui nhn, ng nh, v ng thi cng hng mnh. Gore
ly cc d liu, hnh nh, v thng k ri lm cho chng sinh ng.

Gore s dng cng cc k thut thuyt trnh v hng bin nh ta thy trong
cc bi thuyt trnh ca Steve Jobs. Trong s c mn gii thiu k th, hay i
th. C hai u gii thiu i th kh sm, tp hp c c ta chung quanh mt
mc ch chung. Trong bi thuyt trnh ca Jobs, mt khi xc nh r k xu, th
n lc vn mn xut hin nhn vt cu tinh... ngi hng chinh phc.

CH THCH CA NH O DIN

- a vo i th kh sm trong bi thuyt trnh. Lun lun xc nh

vn trc khi tit l gii php ca bn. Bn c th lm bng cch
v mt bc tranh sinh ng v im au n ca khch hng ca
mnh. Nu vn bng cch t hi, Ti sao chng ta cn th ny?
- Dnh t thi gian m t vn trong chi tit. Lm cho n c th.
Xy dng ni au.
- Xy dng mt bi rao hng thang my cho sn phm ca bn bng
cch dng phng php bn bc m t trong chng ny. c bit
l ch trng n cu hi s 2. Bn phi gii quyt vn g? Nh
l khng ai quan tm n sn phm ca bn. Ngi ta quan tm n
vic gii quyt cc vn ca h.
 CNH 7
Tit l Ngi Hng Chinh Phc

Vn c nht vi Microsoft l h khng c khiu thm m.

V ti khng mun ni l t t. Ti mun ni l nhiu nhiu.

STEVE JOBS

teve Jobs l bc thy trong vic to ra k xu cng gian xo cng hay. Mt

S khi Jobs a i th ca thi im y vo (gii hn cho sn phm ca lc

y), ng cng a vo ngi hng, tit l gii php c th lm cho i bn d
dng v th v hn. Ni mt cch khc, mt sn phm ca Apple n ng lc cu
vn tnh th. IBM ng vai tr i th trong qung co nm 1984 trn truyn hnh, v
nh cp trong Cnh 6, Jobs tit l qung co y ln u tin cho mt nhm
ngi bn hng trong mt s kin vo ma thu 1983.

Trc khi trnh chiu phim qung co y, Jobs b nhiu pht m t Big Blue
nh mt nhn vt mun thng tr th gii. (iu gip cho ng l lc y, ngi ta gi
IBM l Big Blue, n c ln mang mng nh Big Brother trong truyn 1984 ca
Orwell). Jobs lm cho Big Blue li cn e da hn Hannibal Lecter (nhn vt c trong
phim do Anthony Hopkins ng, ND):

Vo nm 1958, IBM b l c hi mua li mt cng ty mi ang ln

ln m trc y pht minh ra mt k thut mi gi l
xerography. Hai nm sau, cng ty Xerox ra i v t y IBM c
phi t trch mnh. Mi nm sau, vo thp nin su mi, Digital
Equipment, DEC, pht minh ra my tnh c nh, IBM ch my tnh
mini l qu nh c th tnh ton nghim tc v vy khng quan
trng i vi ngnh mnh. DEC pht trin thnh mt cng ty ng
gi hng trm triu la, cn IBM th cui cng cng nhy vo th
trng my vi tnh. Ri mi nm tri qua. Cui thp nin by
mi, nm 1977, Apple, mt cng ty tr ang mc lng cnh
trn b bin pha Ty mi pht minh ra Apple II, my vi tnh c
nhn u tin nh ta bit hin nay [gii thiu ngi hng]. IBM ch
my vi tnh c nhn l qu nh c th tnh ton nghim tc v
 khng quan trng i vi ngnh mnh [k xu khng chu cng nhn
c tnh ca ngi hng]. n u thp nin 80, nm 1981, Apple II
tr thnh my vi tnh c a thch nht trn th gii, v Apple tr
thnh cng ty c vn 300 triu la, l mt doanh nghip ln nhanh
nht trong lch s kinh doanh M. Cng vi trn nm mi nh
cnh tranh khc tranh ginh nhau th phn, thnh Mi Mt,
1981, IBM nhy vo th trng my tnh vi my IBM PC. Nm
1983, Apple v IBM tr thnh nhng ch th hng mnh nht, mi
hng bn ra trn mt t la my tnh c nhn nm 1983 [David by
gi ngang tm Goliath]. Vic chn chnh by gi ln ht nc.
Cng ty ln nht b ph sn, nhiu cng ty khc lao ao ng trn
ming h. By gi n nm 1984. C v nh IBM mun chim tt
c [ngi hng sp sa vo cuc]. Apple c v l hy vng c nht
bt IBM phi cnh tranh. Cc i l ban u hoan nghnh IBM
th nay lo s l trong tng lai s b IBM h v kim sot. Ngy
cng c nhiu ngi do tuyt vng m chy v pha Apple tr li v
l lc lng c nht c th gip h c t do trong tng lai. [1]

C ta v tay in r khi Jobs to ra mt cuc i u c din. Jobs ng vai

James Bond hay nht ca mnh. V k xu sp sa ph hy th gii, Bond - tc l Jobs
- phi vo cuc v bnh tnh cu nguy. Tc gi Ian Fleming chc phi hnh din.

S mnh ca Ngi Hng

Trong mt bi thuyt trnh ca Jobs th s mnh ca ngi hng khng nht
thit phi dit k xu, nhng phi lm cho i sng ca chng ta tt p hn. Bi gii
thiu iPod ngy 23 thng Mi, 2001, chng minh s khc nhau tinh t nhng quan
trng ny.

N gip ngi ta hiu r tnh trng ca cng nghip m nhc s vo lc y.

Ngi ta mang theo nhng my nghe nhc CD trng cng knh so vi my iPod nh
t xu ngy nay. Vi my nghe nhc s c trn th trng lc y u to ln v bt tin
hay n gin l chng c ch g cho lm v dung lng d tr ch cha vi chc bi
ht. Mt vi sn phm nh Nomad Jukebox da trn mt cng 2,5 ins th d di
ng nhng nng n v qu kh nhc khi phi chuyn nhc t my tnh sang. i
sng ca pin th ngn n ni thit b ny gn nh v dng. Thy r l vn cn mt
gii php, Jobs bc vo nh mt ngi hng i chinh phc.

Jobs t cu hi mt cch hng hn: Loi nhc no?

Chng ta thch nhc. ng l phi lm nhng g mnh thch. Quan trng hn

na, m nhc l mt phn ca i sng ca mi ngi. m nhc c t lu. V m
nhc s cn mi mi. y khng phi l mt th trng mang tnh u c. V bi v
m nhc l mt phn ca i sng mi ngi, n s l mt th trng mc tiu trn
khp th gii. Nhng chuyn l th l trong ton b cuc cch mng nhc s mi m
ny, khng c ai dn u th trng. Khng ai tm ra c mt cng thc cho nhc s.
Chng ti tm ra cng thc.

Mt khi Jobs lm cho c ta thm nh ri, ng mi tuyn b l Apple tm ra

c cng thc, ng chun b sn khu cho v din. Bc i tip theo l gii thiu
i th. ng thc hin bng cch dn c ta i mt vng tham quan cnh tng hin
hu ca cc my nghe nhc di ng. Jobs gii thch rng nu bn mun nghe nhc khi
ang i th bn c th mua mt my nghe CD ch c th cha t mi n mi lm
bi, mt my nghe nhanh, mt my MP3, mt my c cng nh Jukebox. Jobs ni
Ta th nhn tng ci.

Mt my nghe CD gi khong 75 la v cha t mi n mi lm

bi ht trn mt a CD. Vy l 5 la mt bi ht. Bn c th mua mt
my nghe nhanh gi 150 la. N c t mi n mi lm bi ht,
hay 10 la mt bi. Bn c th mua mt nghe Mp3 dng a CD gi
khong 150 la, v bn c th sao n 150 bi ht, nh vy l xung 1
la mt bi. Hay bn c th mua mt my Jukebox dng a cng gi
300 la, n c chng mt nghn bi ht v mi bi gi 30 cent. Chng
ti nghin cu tt c v chng ti mun i n y [tr ln loi
cng trn hnh chiu]. Hm nay chng ti xin gii thiu mt sn phm
c th a chng ta n ng ch y, v sn phm ny c tn l iPod.

Vi cu ny, Jobs gii thiu ngi hng, iPod. ng ni, iPod l mt my nghe
nhc MP3 c nhc cht lng CD. Nhng iu hay nht ca iPod l n cha mt
nghn bi ht. i vi phn ln chng ta y l mt bc nhy lng t, l c th
vin m nhc ca mnh. Tht khng l. Bao nhiu ln bn phi ra ngoi ri mi thy
l mnh qun mang ci CD mnh mun nghe? Nhng chuyn hay nht l c th vin
m nhc ca bn li nm trong ti bn. T trc n nay cha ai lm c nh
th[2] Bng cch nhn mnh mt iu l c th vin m nhc c th nm trong ti,
Jobs cng c c c tnh sng to nht ca ngi hng (iPod), nhc li cho thnh
gi bit rng trc y vic ny cha h thc hin c mi n khi Apple xut hin
gii cu.

Sau bi gii thiu iPod, nh bnh lun Mike Langberg ca Knight-Ridder vit
trong mt bi bo nu ln vic Creative (hng ch to ra Nomad Jukebox u tin)
thy cc c hi trong my nghe nhc di ng trc Apple v trnh ra mt my
cng 6GB vo thng Chn nm 2000, Apple ch theo ui mt nm sau vi my iPod
u tin. ng ghi nhn l: nhng Creative thiu th v kh cng chng b mt g cho
lm ca Apple, l Steve Jobs, ngi sng lp, ch tch cng ty v nh qung b
chnh ca n. [3]

Ta l Mac,Ta l PC
Chin dch qung co Mua mt Mac khi ng nm 2006 v tr thnh mt
trong nhng chin dch qung co trn truyn hnh ni ting v c tn nhim nht
trong lch s ca ngnh kinh doanh. Ngh s John Hodgman ng vai anh chng PC
trong khi din vin Justin Long th vai anh chng Mac. C hai ng trc mt bc
phng mn trng tot v qung co xoay quanh mt ct truyn trong y anh chng
PC th cu knh, chm chp v chn nn trong khi anh chng Mac c mt nhn cch
thn thin, d tnh. Qung co k li cu chuyn ca k xu (PC) v ngi hng (Mac)
qua nhngon phim di ba mi giy. Trong mt qung co trc y (Thin
thn/c qu) nhn vt Mac cho nhn vt PC mt schnh iPhoto. Mt thin thn v
mt c qu hin ra (nhn vt PC mc mu trng v nhn vt Mac mu).
Thin thn khuyn PC khen ngi Mac cnc qy kch ng PC x cun schnh ra
lmi. n d tht r rt. Ta l Mac/Ta l PC c th c gi lTa l ngi tt/Ta l
ngi xu. [4]

Mt khi xcnh ngi hng th d thyu l lich. Cu hi c nht quan

trng i vi mi ngi - Ti sao ti phi quan tm? - phi c tr li ngay lp tc.
Trong mt qung co tn l T hp chui ra, c hai nhn vt chui ra t hai chic hp.
Cuc i thoi nh sau:

Mac: Sn sng bt u cha?

PC: Cha hn. Ti c nhiu vic phi lm lm. Th k hoch to ln ca anh l g?

Mac: C l quay mt cun phim gia nh, to mta ch trn mng, th ci my chp
nh gn vo ti. Ti c th lm ngoi hp. Th cn anh?

PC: Trc ht ti phi ti cc trnhiu khin mi ny. Ti phi xa phn mm chy

th ci sn trong cng, v ti phic nhiu sch hng dn.

Mac: C v nh anh c nhiu vic phi lm trc khi lm c vic g. Ti cng bt

u v ti thy phn chn. Khi no anh sn sng th cho ti bit[nhy ra khi hp].

PC: Tht ra th phn cn li ca ti nm trong vi ci hp na. Hn gp li anh sau.

Mt vi nh quan st ch trch chin dch ca Apple, ni rng n cho thot ra

mt th t cao ti. Bn c th yu hay ght qung co ny nhng phi cng nhn l
n hu hiu, nu ch l cho ngi ta phi nhc n Apple. S tht l qung co
thnh cng n ni Microsoft phi chng tr li bng mt qung co ca mnha ra
nhng ngi ni ting vt ni ting trong mi gii tuyn b mt cch hnh din Ta
l PC. Nhng Apple tung ra qu m u tin, th hin PC l mt k n n v
Apple l ngi ti gii m bn mun l mnh. Qung co ca Microsoft xem th vui
nhng n khng c c m cm xc nh qung co ca Apple ch v mt l do
khng c k xu.

Vn v gii php trong ba mi giy

Vi trn mi nghnng dng trn iPhone, th App Store l mt thnh cng
vang di cho Apple. Cng ty a ra mt vi chng trnhng dng trn truyn hnh v
in ra nhng qung co cho iPhone v iPhone Touch. Cc qung co trn truyn hnh
u hu hiu v trong ba mi giy, chng phc ha mt vn v trnh ra mt gii
php.

Th d, trong mt qung co cho mt chng trnhng dng tn l Shazam,

mt ngi ni: Bn thy rng mnh khng bit cang nghe bi ht g v lm cho
bn tcin ln khng? [a vo vn ]. Vi chng trnh Shazam, bn ch cn m
iPhone n bi ht y ri ch trong vi giy l bit ai ht v lm th no c n.[5] Cu
khu hiu lun lun l y l iPhone, mi ln mt chng trnhng dng gii
quyt cc tnh hung kh x.

Ch trong ba mi giy, qung co thnh cng trong vic t vn v gii

quyt nhng vn vi mt chng trnh ng dng mi ln. Cc qung co cho thy
xc nh vn v trnh ra gii php s khng cn nhiu thi gian. ng mt qu
nhiu thi gian n im mu cht.

Jobs khng bn my tnh, ng bn s tri

nghim
Sau khi xc nh c k xu v gii thiu ngi hng, bc tip theo trong
cu chuyn k ca Apple l cho thy bng cch no ngi hng cung cp r cho cc
nn nhn - ngi tiu dng - mt li thot khi s km cp ca k xu. Gii php phi
n gin v khng c nhng t ng kh hiu. Hy ln trang web ca Apple chng
hn, bn s tm thy cc l do chnh v sao bn s yu thch Mac. [6] Danh sch s
gm c nhngiu lich c bit ng thi trnh c ngn ng k thut phc tp.
Mt th d thch ng l thay v ni MacBook Pro c bn vi Intel Core Duo 2,4
GHz, 2GB, 1,066 MHz, DDR3 SDRAM v mt Serial ATA 5.400 vng quay mt
pht, 250 GB, trang mng ch ni v cc lich i vi khch hng N tuytp c
trong v ngoi, n lm c tt c nhng g m PC lm m cn gii hn, n c mt
hiu hnh tin tin nht th gii, v vi th khc; n tht l mt nim vui thch khi
mua v s hu. Bn bit l cc khch hng mc tiu ca bn khng mua mt b x l
2,4 GHz a li. H mua mt s tri nghim m b x l mang n cho h.
 Khc vi nhng ngi cnh tranh vi mnh, trong cc bi thuyt trnh Jobs
trnh trit cc con s, cc thng k, cc t ng kh hiu ch lm cho ngi nghe
m ngi i. Trong dp Macworld 2006, Jobs thm vo cu Cn mt chuyn ny
na v sau tr thnh ch k cang vo cui bi thuyt trnh. Chuyn ny na l
chuyn chic MacBook Pro mi c gn b x l Intel Core 2, nh du vic ln u
tin cc my tnh xch tay mac dng con chip Intel. Jobs b vi pht phc ha vn
mt cch r rt ri mi gii thiu nhng lich c th ca ngi hng, dng mt
ngn ng bnh thng n gin.

C mt chuyn hi ry r mt cht trong PowerBook, Jobs ni. Ai cng bit

l chng ti c gng a mt G5 [b x l IBM] vo PowerBook nhng khng lm
c v n ngn nhiu in. Trong mt thit b nh nh th th tht khng thc t.
Chng ti lm mi cch trn mt k thut. Chng ti tham kho cc nh chc
trch cao cp nht [trn hnh chiu lnh Gio hong, mi ngi u ph ln ci].

Jobs gii thch rng thay th b x l hin thi bng Intel Core Duo th s nng
cao cht lng trong mt thit b nh.

Hm nay, chng ti gii thiu mt my tnh xch tay mi m chng ti

gi l MacBook Pro. N c mt con chip Core Duo ca Intel, tc l
con chip chng ti dng trong my imac mi, c ngha l trong mi
my MacBook Pro s c hai b x l chy song song. N s cho ta g?
N s nhanh hn PowerBook G4 t bn n nm ln. y l nhng
linh kin tuyt diu Chic MacBook Pro l chic my tnh xch tay
Mac nhanh nht t trc n nay. N cng mng nht. N c mt s
cim mi k l. N c mt mn hnh 15,4 ins sng nh mn hnh
chiu phim ca chng ta. y l mt mn hnh tuyt p. N c mt
camera iSight gn theo v by gi bn c th t chc hi ngh video
trong khi di chuyn t khi ly n ra khi hp. Tuyt vi. Hi ngh
video trong khi di chuyn. Tht l thin ng. [7]

Bn c th ng hay khng ng l ci webcam trn my tnh xch tay l

mt thin ng, nhng Jobs hiu thnh gi ca mnh v ni vi nhng ngi c
mt gii thch mt vn cn gii php.

Ti nng y, kh nng to ra mt k xu ri bn li ch theo sau gii php ca

ngi hng, l mt k thut m Jobs a ra thng ip. N xut hin trong mi bi
thuyt trnh, mi bi phng vn ca ng. Khi Jobs ng tr li phng vn cho lot
chng trnh lch s trn i truyn thanh v truyn hnh ca Vin Smithsonian, ng
ni rng lng kin tr to thnh khc bit gia nhng doanh nhn thnh cng v nhng
doanh nhn tht bi. ng ni l lng kin tr n t am m. Tr phi bn say m v
mt vn g nu khng bn s khng sng st c. bn s phi b cuc. Vy bn
phi c lng am m mt tng hay mt vn hay mt iu g sai m bn mun
sa sai. Nu khng, bn s khng c lng kin tr theo ui n cng. Ti ngh
rng l mt na cuc chin u ca bn. [8]

Jobs l Indiana Jones ca kinh doanh. Cng nh nhn vt ny trong phim chin
thng nhng k xu, Jobs xc nh c k th chung, chinh phc c k thy v
chim c tri tim v khi c ca c ta ca mnh ri bc vo cnh mt tri ln,
li mt th gii tt p hn.

CH THCH CA NH O DIN

M t tnh trng ca ngnh cng nghip (hay loi hnh sn phm)

giai on ny, ri trnh ra k vng ca mnh l n s phi u.
Mt khi bn xc nh c i th - im au n ca khch
hng ca mnh - th hy m t bng t ng bnh thng gin d l
cng ty, sn phm hay dch v ca bn lm tan s au n y nh
th no.
Hy nh rng Steve Jobs tin rng tr phi bn say m mt vn g
m bn mun chnh li cho ng th bn s khng c lng kin tr
i ti cng.

GII LAO LN 1
Hy tun th quy lut Mi Pht

hnh gi ca bn s ngh gii lao mi pht. Khng phi mi mt m l mi

T pht. Chng ti bit c iu qu bu ny nh nhng nghin cu mi v

cch hot ng ca nhn thc con ngi. Ni n gin l b c ca ngi ta
chn ngy. Theo nh sinh hc phn t John Medina, C v nh tr c la chn theo
mt m hnh thi gian bng bnh, chc l chunh hng ca c vn ha v di
truyn. [1] Medina ni l cc nghin cu cha cng b cng nh cc quan st ca
ring ng xc nhn quy lut mi pht ny. Trong mi bi ging cang, Medina
thng hi sinh vin: By gi c mt bi ging ch to mi qua tm trung bnh,
khng chn qu m cng khng hay qu th khi no cc em bt u nhn ng h
xem lc no th lp tan? Cu tr li duy nht - Mi Pht.
 Steve Jobs khng cho b c thnh gi c thi gian chn. Trong mt tit ba
mi pht, bi thuyt trnh cang c c cc biu din, mt hay hai din gi ph, v
nhngon phim ngn. Jobs bit r rng d vi ti thuyt phc cang th cng khng
ngn c mt trc mt mi lun lun tm ngun kch thch mi.

ng mi pht sau khi bt u thuyt trnh ti Macworld 2007 khng qu

mt giy vt qu Jobs cho chiu mt bng qung co truyn hnh ca Apple v
iTunes v iPod (phim chiu nhng hnh ngi mu sm nhy ma trc mt nn mu
sng - nhng hnh ny tay cm iPod, ng nghe mu trng l r ra ngoi). Khi ht on
phim qung co, Jobs c hi C hay khng? [2]. Ch yu l Jobs cho ngh gii lao
gia hi th nht c thuyt trnh (m nhc) v hi th hai (gii thiu Apple TV, mt
sn phm thit k xem ni dung ca iTunes trn mt mn hnh TV rng).

Hy tun th quy lut mi pht, cho tr c ca ngi nghe c ngh gii lao.
By gi chng ta tip tc vo Hi 2: Truyn t kinh nghim.

Hi 2

TRUYN T KINH
NGHIM

S
teve Jobs khng bo co mt thuyt trnh. ng trnh ra mt tri nghim. Ta hy
th tng tng mnh n New York i xem mt v kch Broadway c
nhn gii thng. Bn s ch i l c nhiu nhn vt, sn khu nhiu tinh
xo, mn phng lng ly, v l mt khong thi gian tuyt vi khi bn bit l tin
mnh b ra mua v tht xng gi. Trong Hi 2, bn s thy l cc bi thuyt trnh ca
Jobs c cha tt c nhng nhn t y, gip Jobs tp ra mt mi lin h trong cm xc
gia ng v thnh gi.

Cng nh trong Hi 1, mi cnh s c kt thc bng mt bng tm tt v

nhng bi hc c th v c trng m bn c thp dng ngay hm nay. Sau y l
nhng m t ngn gn ca cc cnh trong hi kch ny:

Cnh 8: M ng cho tm thin ni ti ca h.n gin ha cc chc

nng chnh trong tt c cc thit k ca Apple. Jobs s dng cng mt cch tip
cn nh khi ng thit k cc hnh chiu ca mnh. Hnh chiu no cng n
gin, trng bt mt v khu gi.
 Cnh 9: T im cho cc con s ca bn. D liu khng c ngha g nu
khng c ni dung. Jobs lm cho cc thng k tr nn sinh ng v, quan trng
hn ht, ni v cc con s c lin quan n c ta.
Cnh 10: Dng nhng t sng ng mt cch l k. Nhng ngi trn
mt tht khi c d nghe cc bi thuyt trnh khng tin c mt mnh ca
Jobs u xem chng l tuyt, k l v kinh khng. y l mt vi t
sng ng mt cch l k m Jobs hay s dng. Ta hy tm hiu xem ti sao
Jobs hay dng cc ty v chng tc ng nh th no.
Cnh 11: Chia s sn khu. Apple l mt cng ty him c m s phn gn
lin vi ngi sng lp ra n. Mc d Apple c mt nhm lnho ti gii,
nhng nhiu ngi cho rng Apple l mt v kch c din. Chc l vy. Cc
bi thuyt trnh c Jobs biu din nh mt bn ha tu.
Cnh 12: Dn cnh bi thuyt trnh vi nhiu dng biu din. Biu
din ng mt vai tr h tr quan trng trong mi thuyt trnh ca Jobs. Bn
hy hc cch lm biu din vi mt trng thi li cun.
Cnh 13: M ra mt pht giy kinh ngc. T nhng bi thuyt trnh u
tin, Jobs c mt ti to ra kch tnh. Ngay khi bn tng l mnh xem ht
nhng g xem, nghe ht nhng g nghe, th Jobs li tung ra mt s ngc
nhin. Thi im c ln k hoch v sp xp gy tc ng ti a.
 CNH 8
M ng cho tm thin ni ti ca h

n gin l tt im ca tinh t

STEVE JOBS NHC LI CA LEONARDO DA VINCI

n gin l mt trong nhng khi nim quan trng nht trong tt c cc thit
k ca Apple, t my tnh, n my nghe nhc, n in thoi, v ngay c
nhng tri nghim trong cc ca hng bn l. Nm 2003, Jobs ni vi mt
nh bnh lun ca tNew York Times khi ng ta vit v iPod: Khi k thut ngy cng
tr nn phc tp, th ngy cng c nhiu i hi v sc mnh ct li ca Apple trong
vic lm cho cc k thut tinh t tr nn d hiu hn i vi ngi dn thng. [1]

Chuyn gia thit k hng u ca Apple, Jony Ive, cng c phng vn trong
cng mt bi ca t New York Timesni rng Jobs mun gi cho iPod khi b rm r
v phc tp. Nhng g m bn thit k ly i khi chic my th cng nhiu nh
nhng g h gi li. Ive ni: iu th v l t s n gin y, t ngha khng h
phi h thn v s n gin, v s th hin ra s n gin th c mt sn phm rt
khc trc ra i. Nhng khc bit khng phi l mc ch. Tht ra cng rt d to ra
mt thit b khc. iu phn khi l chng ti bt u nhn thc c l s khc ny
tht s l kt qu ca s tm ti ch to ra mt thit b rtn gin. [2] Theo Ive,
nu phc tp qu th iPod s cht.

Jobs lm cho cc sn phm d s dng bng cch loi b nhng chc nng v
s rm r. Qu trnh n gin ha ny cng th hin trong cch Jobs thit k cc
hnh chiu ca mnh. Nancy Duarte vit: Chnh l s li bing ca ngi trnh by
lm cho h vit tt c ln trn mt hnh chiu. [3] Trong khi phn ln cc ngi trnh
by thm vo hnh chiu cng nhiu ch cng hay th Jobs li loi b, loi b v loi
b na.

Mt bi thuyt trnh ca Steve Jobs th tht l n gin ht sc, n cho ngi ta

thy r v khng c cc im bullet nh du. ng vy, khng c cc du bullet.
Khng bao gi. L tt nhin, mt vn c nu ln, mt bi thuyt trnh
Powerpoint m khng c cc du bullet th cn l thuyt trnh PowerPoint na khng?
Cu tr li l c, v li cn l mt cu tr li th v hn nhiu. Cc nghin cu mi v
hot ng nhn thc cch tr no hot ng chng minh rng cc im bullet l
cch t hiu qu nht truyn nhng thng tin quan trng. Cc nh khoa hc thn
kinh pht hin ra rng mt bi thuyt trnh c xem l c trng li l cch ti t
nht li cun thnh gi.

Bc s Gregory Berns trong Iconoclast[4] c vit, B no ch yu l mt cc

tht li bing. Ni mt cch khc, tr no khng thch mt nng lng, n tin ha
tr nn hu hiu ht mc. Cc phn mm lm thuyt trnh nh PowerPoint d lm cho
tr no ngi nghe qu ti, bt n phi lm vic qu nhiu. Ta hy mt hnh chiu
ca PowerPoint v khun mu mt hnh chiu gm c mc v cc mc ph lc,
hay cc du bullet. Nu bn ging nh phn ln cc ngi thuyt trnh, bn s vit
mt mc trn hnh chiu ri thm vo mt du bullet, mt du bullet ph v nhiu
khi mt du bullet ph na. Kt qu l nh trn Hnh 8.1.

mc

Bullet
o Bullet ph
Bullet ph-ph
Bullet
o Bullet ph
Bullet ph-ph
Bullet
o Bullet ph
Bullet ph-ph

Hnh 8.1. Mt khun mu PowerPoint tiu biu v nht nho

Khng cn cy bt ch na

T nh, chng ta c dy d l thay th s ch bng cch ghi chp. Tht

xu h. Cc hnh ng ca bn i hi x ch . (m ch: phi ghi chp mi
dng du bullet c. Ngay giy pht bn a cc du bullet ln mn hnh
bn tuyn b: ghi li i, nhng ngay by gi khi cn ch n n.) C ai
ghi chp li khi i xem nhc kch u.

SETH GODIN, BLOG CA SETH

Hnh chiu ny lm ti cht khip. N cng lm bn s na. Nh thit k Garr

Reynolds gi cc tc phm ny l slideuments ghp t slide (hnh chiu) v
documents (ti liu). Theo Reynolds Ngi ta c tng l lm nh vy th c hiu
qu vn gin, mt kiu lm nht c lng tin. Nhng khng may l li bt tin
cho vic thng tin hu hiu. [5] Reynolds l lun rng PowerPoint, nu dng c hiu
qu, s b sung v tng cng mt bi thuyt trnh. ng khng tn thnh vic b
PowerPoint. Tuy nhin, ng ng h vic b cc khun mu vi cc danh sch du
bng bullet trong c PowerPoint v Keynote. qu lc chng ta phi thy rnga
mt thng tin ln hnh chiu qua cc ch m li theo kiu chng ta ni ra bng ming
th chng gip ch c g c - tht ra n cn lm hi n thng ip chng ta
muna ra. [6]

To ra nhng hnh chiu theo kiu Jobs s lm cho bn vt tri hn ln, ngay
ch v ct ngi to hnh chiu nh Jobs. C ta ca bn s b sc v hi lng, n
gin ch v khng c ai khc lm nh vy. Trc khi tm hiu xem ng lm th no,
chng ta hy gii thch v sao ng lm vy. Steve theo o Pht Thin phi. Theo cc
nh vit tiu s Jeffrey Young v William Simon, Jobs bt u nghin cu Thin t
nm 1976. [7] C mt nh s Thin phi ch tr l ci cang vi Lauren Powell
n 1991.

Mt nguyn tc c bn ca Thin gio phi c gi l kanso, hay s n gin.

Theo Reynolds, Ngh thut Thin phi Nht Bn dy cho ngi ta cch din t ci
p ln lao v truyn cc thng ip hng mnh bng sn gin ha. [8] n gin
ha v loi b rm r l mt phn ca thit k m Jobs s dng cho cc sn phm v
hnh chiu ca mnh. Tht ra th mi th trong cch tip cn i sng ca ng u
hon ton Thin.

Nm 1982, nh nhipnh DianaWalker chp mt bcnh ca Jobs trong phng

khch nh ng. Cn phng tht rng, c l si v c ca s t trn xung n sn
nh. Jobs ngi trn mt tm thm tri trn sn g. Bn cnh ng l mt chic n chn
ng. ng sau l mt my quay a v nhiu a nhc, mt s a vung vi trn sn
nh. Chc chn l lc y Jobs c tin mua nhiu g gia dng. Khi chp bc nh
ny, ng c n 100 triu la. Jobs a vo cc sn phm Apple cng mt loi
thm m theo danh sch ti thiu nh vy. Leander Kahney vit trong Inside Steves
Brain [10] nh sau: Mt trong nhng thnh phn chnh trong qu trnh thit k ca
Apple l sn gin ha.

Kahney ni: Jobs khng bao gi quan tm n k thut ch l v k thut. ng

khng bao gi ti nhiu th v b, nhi nht nhng th c trng ln mt sn phm
ch v chng thun tin cho qung co. Tri li l khc. Jobs ct xn bt nhng phn
phc tp trn sn phm cho n khi n d s dng chng no hay chng y. [11]

Khi Apple bt u vo thp k 1970, cc qung co ca cng ty y mnh

nhu cu mua my tnh ca ngi dn thng m, thc s l cha cn thy phi c cc
thit b mi ny. Theo Kahney, cc qung co c vit vi mt ngn ng n gin,
d hiu khng c cc t ng k thut ang ng tr trn cc qung co ca nhng hng
cnh tranh, nhng hng ny d sao cng tm cch nhy vo th trng hon ton khc
- th trng ca nhng ngii tm th ring. [12] T by n nay, Jobs lun lun
gi cho cc thng ip ca mnh n gin.

Ha s ni ting ngi c Hans Hofmann c ln ni Kh nng n gin ha

c ngha l loi b nhng g khng cn thit cho ci cn thit c th pht biu
c. Loi b rm r - nhng thng tin khng lin quan trong cc sn phm v
thuyt trnh ca mnh, Jobs t n mc tiu ti hu: d dng v sng sa.

Macworld 2008: Ngh thut ca s n gin

hiu r v cc cch to hnh chiu n gin ca Jobs, ti vit mt bng
trch on t bi thuyt trnh chnh ca ng ti Macworld 2008. Trn ct tri ca Bng
8.1 l nhng li ni ca ng v trn ct phi l nhng g vit trn cc hnh chiu i
theo. [13]
 BNG 8.1

TRCH T BI PHT BIU CHNH CA JOBS

TRONG MACWORLD 2008

Li ca Steve Hnh chiu ca Steve

Ti mun dnh mt lc nhn li nm 2007. 2007

Hai nghn khng by l mt nm c bit i vi Apple.

Vi sn phm mi tuyt diu: chic iMac l k, chic iPod tuyt vi,

V ng nhin l chic iPhone cch mng. Trn ht li c Leopard

v tt c cc phn mm m chng ti bn ra trong nm 2007.

Tht l mt nm tuyt vi i vi Apple, Cm n

v ti mun dnh mt pht ni ln s

cm n i vi qu v. Chng ti nhn

c s ng h ln lao ca cc khch hng

v chng ti tht, tht cm kch.

Vy xin cmn tt c v mt nm 2007 tuyt vi.

Ti c bn iu m ti mun trnh by cng qu v 1

Hm nay, vy chng ta hy bt u i. iu th nht l Leopard.

 Ti rt phn khi bo co cng qu v l 5.000.000 bn
bn

chng ti bn c trn nm triu bn Leopard trong 3 thng

u

trong chn mi ngy u tin. Tht khng tng tng ni.

y l mt t bn Mac OS X thnh cng nht t trc n nay.

Trn bn hnh chiu, bi thuyt trnh ca Jobs c t li hn nhng g cc din gi

khc nht vo ch trong mt hnh chiu. Cc nh nghin cu nh John Medina ti i
hc Washington pht hin ra rng mt hnh chiu PowerPoint trung bnh cha bn
mi t. Bn hnh chiu u tin ca Jobs c c thy by t, ba con s, mt ngy
thng v khng c du bullet.

Chng ta nhy ma i
Ngy 9 thng Chn nm 2008, Jobs tit l cc c im mi ca hp d tr m
nhc iTunes v gii thiu cc mu iPod mi cho dp ngh l. Trc s kin y mang
tn l Chng ta nhy ma i cc quan st vin on l Jobs ang c vn sc
khe, v trng ng hc hc. (Thng Ging, 2009, Apple tuyn b l Jobs b st cn do
mt cn bng ni tit v phi ngh dng bnh.) Jobs x l ngay tin n y khi ng tr
li sn khu. ng cho mt hnh chiu lm vic thng bo (Xem Hnh 8.2) [14] N
va n gin va bt ng. Mi ngi hoan h v cng thng gim i. Phn cn li ca
bi nhp cng rt hp dn v tnh n gin ca n.

Cc bn hy nh nhng t v hnh nh trn hnh chiu ca bng ny. C hai t

nhc li ng li Jobs dng khi trnh by. Khi Jobs ni Chng ta hy ni chuyn m
nhc, th t c nht m ngi nghe thy l m nhc. Li ch ph ha thm vo.

Nu bn mun nhn mnh mt im m trn hnh chiu c qu nhiu t - v

nhng t khng n khp vi nhng g bn ni th ngi nghe s kh tp trung vo c
bn v hnh chiu. Ni tm li, cc hnh chiu nhiu t s lm ngi ta xao lng tr
nghim. Cc hnh chiu n gin tp trung ch vo ng ch - l vo din gi,
vo bn.
Bng chng ca kinh nghim
Cc nh nghin cu theo kinh nghim da trn nhng s liu c th, ch khng
phi da trn cc d lun, cho thy rng nu gi cc hnh chiu ca bn n gin v
khng c nhng thng tin lc l cch tt nht li cun khn gi. TS. Richard
Mayer dy ngnh tm l gio dc ti i hc California Santa Barbara nghin
cu v gio dc truyn thng t nm 1991. Cc l thuyt cang u da trn nhng
nghin cu nghim tc v do kinh nghim c cng b trn cc tp ch c nhng
chuyn gia ni ting duyt bi. Trong mt bi nghin cu c tn A Cognity Theory of
Multimedia Learning Mayer ch ra cc nguyn l c bn ca thit k truyn thng da
trn nhng g m cc nh khoa hc bit v cch hot ng ca nhn thc. Steve Jobs
theo ng tt c cc nguyn l ca Mayer:

NGUYN L V CCH TRNH BY TRN TRUYN THNG

Tt nht l nn c mt gii thch bng li v hnh nh hn l ch bng li. [15]

Mayer vit. Theo Mayer, cc hc vin hiu d dng bi ging c trnh by bng c
li v hnh nh. Trong cc th nghim ca Mayer, cc nhm chu tc ng ca nhng
mi trng a cm gic bi v nh, hot hnh, video lun lun nh li thng tin
chnh xc hn, trong vi trng hp n hai mi nm sau!

HNH 8.2

TRCH DN T BI THUYT TRNH

CHNG TA HY NHY MAI NM 2008 CA JOBS

Li ca Steve Hnh chiu ca Steve

Xin cho. Cm n qu v n y Chuyn ti cht c phng i qu

ngy hm nay. Chng ti c nhng mc.
chuyn tuyt vi mun chia s vi qu
v. Nhng trc ht, ti mun ni v
chuyn ny[ch ln mnnh].
Ni vy ri. Ta hy vo ch tht m nhc
ca bui sng nay, l m nhc. Hm
nay ta s ni v m nhc, v chng ta s
c nhiu chuyn vui nhn, nhiu mn
qu mi
By gi chng ta bt u vi iTunes. iTunes

iTunes, l tt nhin, l mt my nghe Hnh trang ch iTunes

nhc v xem video khp mi ni ni
vi kho d tr m nhc ln nht th
gii.
iTunes by gi cung cp trn tm triu 8.500.000 bi ht
ri bi ht. Tht k l. Chng ti bt u
vi hai trm nghn. By gi chng ti c
trn tm triu ri bi ht.
Trn mt trm hai mi lm nghn dng 125.000 dng m thanh
m thanh.
Trn ba mi nghn tp phim truyn 30.000 tp ca 1.000 chng trnh TV
hnh.
Hai nghn su trm phim Hollywood. 2.600 phim Hollywood

V, gn y, chng ti c thm ba 3.000 ng dng cho iPhone v iPod

nghn ng dng cho iPhone v iPod Touch
Touch.
V qua nhiu nm chng ti c mt 65.000.000 ti khon dng th tn dng
c s khch hng quan trng. Chng ti
rt vui mng thng bo l hin nay c
trn su mi lm triu ti khon trong
iTunes. Tht k diu: su mi lm triu
khch hng.

NGUYN TC LIN K

Mayer a ra li khuyn: Khi a ra mt gii thch trn cc phng tin a

truyn thng, hy trnh ra nhng li v hnh nh lin k nhau ch khng tch ri
nhau [17] Trong cc th nghim ca Mayer, ng a ra cho sinh vin mt s chng
loi thng tin ri th xem h tip thu c nhng g. Nhng sinh vin c cc bi vit
c hnh nh bn cnh ch th c kt qu 65% cao hn nhng sinh vin ch c mt bi
vit. Mayer ni rng nguyn tc ny khng c g lm l nu bn bit c cch hot
ng ca b no. Khi b no c xy dng hai cch biu din trong u cho mt gii
thch - mt m hnh bng li v mt m hnh bng nh - s kt ni trong u s mnh
hn.

NGUYN TC CHIA S CH

Mayer cng khuyn l Khi a ra mt gii thch trn phng tin truyn thng, hy
trnh ra bng li k cho ngi ta nghe hn l trnh by ra mt bi vit trn mn hnh
cho ngi ta c. [18] Khi a ra mt thng tin, li ni bng ming c tc ng trn
c ta mnh hn cc t vit trn cc hnh chiu. Tr c c ta s b qu ti nu c qu
nhiu t phi x l.

Cnh bo Hai Pht

 Nhim v ca lnh o l n gin ha. Bn c th gii thch ni mnh
mun n ch trong hai pht. [18]

JEROEN DER VEER, TG, ROYAL DUTCH SHELL

NGUYN TC MCH LC

Mayer vit Khi a ra mt gii thch trn phng tin truyn thng, hy dngt
cn hn l nhiu li v hnh nh khng lin quan n ch . [19] Bi thuyt trnh
ngn nhng c cc thng tin thch ng th s mch lc hn theo cc thuyt v gio
dc nhn thc. Ni tm li, nhiu thng tin lp i lp li hay lc s c hi ch
khng gip cho vic hc.

Mayer ni rng mt hnh chiu l tng phi c mt hnh nh cng vi mt

ng gch hng ci nhn n khu vc m ta mun ngi xem nhn thy. y l
lm du v n da vo gi thuyt khoa hc l c ta khng mun hao tn sc lc v
mt nhn thc ca mnh xc nh mt v tr trn mnnh. Bn hy nh n iu ny
khi ta tr li s kin Hy cng nhau nhy ma. Khong su pht sau khi bt u
thuyt trnh, Jobs m t mt chc nng mi c trn iTunes, l Genius (xem Bng
8.3). [20]

Cn g d theo di hn l mt mi tn ch n ch thch hp trn hnh chiu?

ng gch, vi t, v mt th vin nhiu hnh v v tranh nh mu hp thnh phn
ln cc hnh chiu ca Jobs. Tnh n gin - loi b rm r l ch kt ni chng
li vi nhau.
 Bi Thuyt trnh Mac

Cc nh ph bnh c ln ch diu t USA Today l Bi ca Mac v n

c nhng bi vit ngn, d c. By gi th h khng cn ci na. USA
Today ang c s lu hnh cao nht ca tt c cc bao hng ngy M.
c gi thch nhng hnh, biu v nh chp mnh nt. Sau khi USA
Today bt u nm 1982, nhiu t bo hng ngy khng c cch no khc
l phi bt chc vi nhng truyn ngn, mu sc sng chi, v nhiu
nh chp.

USA Today tr nn ni ting v nhng tin nhanh, ngoi ra cn c

nhng biu gc tri pha di ca nhng mc chnh (nh Thi s,
Th thao, Ti chnh, i sng). l nhng biu thng k dc cung
cp nhng thng tin v cc vn v cc xu hng mt cch bt mt v
hp dn. Cc biu y nm trong s nhng cng c gio dc tt nht
to ra cc hnh chiu bt mt hn. Hy nghin cu chng. Bn s thy l
thuyt ca Richard Mayer trong hnh ng. Cc thng k cng c nhng
hnhnh nh hnh chiu, lm cho thng tin d nh hn. Mun c ch mc
cc tin nhanh ca USA Today, hy vo
usatoday.com/snapshot/news/snapindex.htm.

Hiu qu cao ca hnh nh

By gi th ti hi vng l cc bn thu nhp li cc hnh chiu ca mnh, nht
l nhng hnh chiu c du bullet, vem t chng i. t ra cng t dng k thut s
bng cch xa chng v lm rng thng rc bn khng bao gi ly li cc hnh
chiu y na. Lp lun v vic biu din cc tng bng hnh nh l mt khi nim
hng mnh m cc nh tm l hc gn cho mt tn ring: Hiu qu cao ca hnhnh
(PSE). [23] Cc nh nghin cu pht hin ra cc thng tin nhn v nghe c x l
khc nhau bi nhng knh phc hp trong no bn. ngha ca n i vi bn v
bi thuyt trnh sp n ca bn th tht n gin: cc tng ca bn c nh d
hn nu chng c trnh by di dng nh, thay cho dng li ni.
 BNG 8.3

CC TRCH DN KHC T BI THUYT TRNH CHNG TA HY CNG

NHAU NHY MA CA JOBS NM 2008

Li ca Steve Hnh chiu ca Steve

Chng ti xin gii thiu mt chc nng
Genius
mi gi l Genius. Genius tht tuyt vi.
iu m Genius lm c l cho php
bn t ng lp mt danh sch cc bi ht
ca th vin m nhc i theo n, ch cn
T ng lm danh sch cc bi nhc trong
mt nhp chut. N gip bn tm li cc
th vin m nhc i km theo - ch cn
bi nhc t th vin m nhc ca bn v
mt nhp chut
lp nhng danh sch ln m c l bn
khng ngh ra cch lm khc, v n tht
s chy tt ch cn mt nhp chut.
y chnh l Genius. N trng nh th
ny y. Th d bn nghe mt bi nhc Hnh nh mt mn hnh th vin iTunes
trong trng hp ca ti l mt ca khc c mt bi ht ni bt ln
ca Bob Dylan.

C mt nt bm Genius di gc ny.
Bn bm vo n v th l c mt danh
sch Genius. Ngoi ra bn c th cho hin Vng trn hot hnh xut hin quay quanh
ra thanh bn Genius a ra khuyn co biu tng Genius nh gc phi di
v kho bi ht iTunes m bn mun mn hnh
mua.
Vy n hot ng ra sao? Ta c mt kho
Hnh m my trong biu tng
iTunes trong m my v chng ti thm
Genius
cc thut ton Genius vo y.
Vy bn c th vin m nhc ca mnh.
Nu m Genius, n s gi thng tin v
th vin m nhcy n iTunes v ta c Hnh nh th vinm nhc iTunes, mi
th bit v th hiu m nhc ca bn. tn ch t iTunes ln m my
Thng tin ny c gi hon ton khuyt
danh.
Nhng khng ch l thng tin t bn, v
chng ti kt hp thng tin ca bn vi s Nhiu hnh nh th vinm nhc iTunes
hiu bit ca hng triu ngi s dng xut hin bn cnh bn chnh
iTunes na.
Vy l bn gi thng tin ln, n l nh Mi tn t hnh nh ln m my, theo
th. sau l khong chc m my t cc hnh
nh khc
V nh vy l Genius ngy cng thng
Biu tng Genius trong m my c
minh hn, v thng minh hn, thng
thay bng ch Thng minh hn
minh hn na.
Ai ai cng c li. Khi chng ti gi tr
Mi tn xung t m my n hnh
li bn kt qu t Genius, chng ti tht
iTunes
s hp vi th vin m nhc ca bn.
Vy l bn t ng lp ra mt danh sch
cc bi ht trong th vin ca mnh i
theo n v ch cn mt nhp chut. y
chnh l Genius. [chuyn sang biu din]

Cc nh khoa hc nghin cu l thuyt PSE cho rng n l mt cch hng mnh

trong thng tin gio dc. Theo John Medina, mt nh sinh hc phn t ti trng Y
khoa thuc i hcWashington, Cch trnh by bng bi vit v li ni khng ch t
hu hiu hn cc hnhnh ngi nghe nh mt vi loi thng tin d dng, chng
cn t hu hiu hn rt xa. Nu mt thng tin c trnh by bng li ni, ch 10 phn
trm ngi nghe nh c, qua iu tra 72 gi sau . Con s ny ln n 65 phn
trm nu c hnh nh i km theo". [24]

Hnh nh tt hn bi vit v b no xem ch vit nh nhng hnh nh nh.

Theo Medina, "Bi vit ca ti lm cho bn kh chu, khng phi v bi vit khng
ging hnh nh m v n qu ging hnh nh. i vi v no ca chng ta, khng g
lm nn lng hn t ng". [25]
 Khong trng

Theo Garr Reynolds, c mt cch trnh by m thut ca Thin trong

cc hnh chiu ca Jobs. "Trong cc hnh chiu ca Jobs, bn thy r
mt s kim ch, n gin v mt cch s dng mnh m nhng tinh t
cc khong trng". [21] Cc nh thit k hng u nh Reynolds ni l
nhng li chnh m cc nh chuyn nghip trong kinh doanh phm phi
l lp y mi centimt ca hnh chiu.

Nancy Duarte m t cc khong trng nh cho hnh chiu ca bn c

ch th. "Cc phn t thy c trn hnh chiu thng thu ht s ch
nhiu nht. Nhng bn cng phi xem mnh li bao nhiu
khong trng. Nn c khong trng - rm r l mt tht bi ca thit
k." [22] Duarte ni do s "li bing" m nh thuyt trnh ti mi
th ln mt hnh chiu.

Thng tin dy c v rm r lm cho c ta phi gng sc. Cc

khong trng th hin s tao nh, cht lng v minh bch. Mun xem
cch cc nh thit k s dng khng gian, hy xem cc mu thit k
c gii trong cc trong cuc thi trn slideshare.net
(slideshare.net/contest/results-2008).

BNG 8.4

BI THUYT TRNH CHNH CA JOBS TI WWDC 2008

Li ca Steve Hnh chiu ca Steve

" n ngy sinh nht ln th nht ca nh bnh sinh nht, ph kem, c tri du,
Iphone, chng ti s a n ln mt tm v mt ngn nn gia
mi."

"Hm nay chng ti gii thiu iPhone 3G. iPhone 3G

Chng ta bit c rt nhiu vi chic
iPhone u tin. Chng ta hc c
nhiu iu vi phin bn iPhone u tin.
Chng ti tip thu nhng iu hc, v
hn th na da vo ch to nn
iPhone 3G. N p lm sao."

"y l hnh nh ca n [quay li v tr Hnh ca Iphone t cnh bn, mng n

vo mn nh; c ta ph ln ci] N li ni kh nhn thy trn hnh chiu v
cn mng hn khi xem cnh ca n. N chim rt t ch - mt th d dng khong
tht s p qu." trng trnh ra mt tng

"Thn sau my bng nha. Tht l p." Cnh thn sau my

"Cc nt bm bng kim loi khi." Mt nh nhn bn cnh cho thy cc nt

bm

"Mn hnh 3- ins tuyt p" nh mt trc, mn hnh

"Camera" Cn cnh camera

" cm tai nghe phng v bn c th Cn cnh cm tai nghe

dng bt k tai nghe no."

"m thanh ci tin. Ci tin m thanh t nh khc ca phn trn thit b

bin."

"Tht p. Tuyt p. V cm trong tay Tr li nh trn hnh chiu u tin

tht gn, bn c th tin nh vy."

"Tht tuyt vi. My iPhone 3G." iPhone 3G

 iPhone 3G

Mng hn nhn t cnh

Thn sau bng nha

Nt bm kim loi

Mn hnh 3-ins

Camera gn km

cm tai nghe phng

m thanh ci tin

Hnh 8.2 Hnh chiu chn ngt khng c nh m qu nhiu li.

Tnh yu tranh nh ca Steve

Ngy 9 thng Su, 2008, Steve Jobs cng b vic tung ra th trng ca iPhone
3G ti WWDC. ng dng by hnh chiu v s dng ti a khi nim PSE. Ch c
mt hnh chiu l c ch vit ("iPhone 3G"). Cc hnh chiu khc ch l nh. Ta hy
xem trn Bng 8.4.[26]

Nu c cng mt thng tin th mt nh thuyt trnh tm thng s y n vo

mt hnh chiu. Trng n s ging nh hnh chiu trn Hnh 8.2. Bn thy bn no d
nh hn: by hnh chiu ca Jobs hay mt hnh chiu c du bullet cha y cc chc
nng?

Khi Steve Jobs gii thiu Macbook Air nh "my tnh xch tay mng nht th
gii", c mt hnh chiu l nh ca my tnh mi t trn mt phong b cn ln hn
my tnh. Chnh l n y. Khng li, khng hp thoi, khng s , ch c hnh nh.
Bn thy n mnh nh th no khng? Hnh nh ni ln tt c. minh ha, ti lm
mt hnh chiu trn Hnh 8.3 nh l mt hnh chiu tiu biu m mt nh thuyt trnh
tm thng to ra m t mt sn phm k thut. (Bn c tin hay khng ty nhng
hnh chiu ny cn p hn nhiu so vi nhiu hnh chiu m ti c thy trong
cc bui thuyt trnh ca nhng din gi loi xong.) N c kiu ch, cch hnh
vn v bi vit. Chng c g l ng nh v tht s kinh khng.

MACBOOK AIR

Mn hnh

mn hnh rng 13.3-inso7 nh sng chiu ngc LED

Hng triu mu
C cc phn gii
- 1280 trn 800 (gc)

- 1024 trn 768 (pixels)

Kch thc v trng Dung lng
- 4:3 (t s mn nh)
lng
120GB cng hay
Chiu cao 0.16-
0.76 ins (0.4- 128GB bn dn
1.94cm)
Chiu rng: 12.8
ins (32.5cm) Pin nng lng
Chiu dy: 8.94 Vi x l v B nh
ins (22.7cm) Pin tch hp Lithium-
Cn nng: 3.0 1.6GHz vi x polymer 37 watt-gi
pounds (1.36kg) l 45 watt b np MagSafe
- 6Mb chung b Cng MagSafe nng lng
nh m 4.5 gi dng khng dy

1066 MGz
bus trc
2GB c 1066
MGz DDR 3
SDRAM

Hnh 8.3 Mt hnh chiu xu x c qu nhiu thng tin,

nhiu kiu ch khc nhau v cch hnh vn khng nht qun.

 Hnh 8.4 Cc hnh chiu ca Steve Jobs tht v cng n gin v bt mt.

Ngc li, Hnh 8.4 cho thy mt hnh chiu ca Jobs trong bui gii thiu
MacBook Air. Phn ln cc hnh chiu ca ng trong bui thuyt trnh ny u gn
ging nhau, c ch yu l nh. ng ngh khch hng ln trang web ca Apple c
thm cc thng tin k thut, im chnh l cc hnh nh. R rng l gii thiu mt sn
phm k thut theo kiu Jobs lm i vi MacBook Air th hu hiu hn.

Thuyt n gin ca Einstein

Nu khng gii thch c mt cch n gin, th ch v mnh khng hiu r.

ALBERT EINSTEIN

Phi c lng t tin mi trnh by cc tng ca mnh bng hnh nh thay cho
li ni. V bn khng th da vo cc li vit trn hnh chiu nh mt ci gy
chng, bn phi trnh ra thng ip cho tht hay. Nhng y l s khc bit gia Jobs
v hng triu nh truyn thng trung bnh trong gii kinh doanh ngy nay. Jobs trnh
by cc tng ca mnh mt cch bnh tnh, khc chit v t tin.
 n gin ha mi th
Tnh n gin c p dng trong cc hnh chiu ca Jobs cng nh trong cc
t ng ng la chn rt k lng m t cc sn phm. Cng nh trong cc hnh
chiu ca Jobs khng c cc cu ch lc , li ni ca ng cng vy. Th d nh vo
thng Mi, 2008, Apple trnh ra mt dng my tnh MacBook mi thn thin vi
mi trng. C hai cch chnh Jobs c th dng m t cc my tnh. Trn bng 8.5;
ct bn tri th ng trn mt k thut nhng nhiu li; ct bn phi l li ni ca
Jobs.[27]

BNG 8.5

M T CHIC MACBOOK THN THIN VI MI TRNG

Nhng g Steve c th ni Nhng g Steve tht s ni

Dng my MacBook mi tun th cc "y l nhng my tnh xch tay xanh

tiu chun kht khe Energy Star v khng nht trong ngnh."
c cha cht lm chm ngn la c brm.
N ch dng cc dy cp bn trong khng
c PVC v cc linh kin cng nh mn
hnh nh sng chiu ngc dng n LED
tit kim nng lng khng c thy ngn.

BNG 8.6

CC M T TRONG THUYT TRNH CA JOBS

C TH NI V THT S NI

Nhng g Steve c th ni Nhng g Steve tht s ni

MacBook Air dy 0,16 ins ch mng "y l my tnh xch tay Mng nht th
nht, vi chiu cao ti a l 0,76 ins. gii."

Time Capsule l mt thit b kt hp mt "Vi Time Capsule, cm n vo, bt vi

trm chnh 802.11n v mt cng loi chic nt, th l - tt c cc my Mac
my ch, n s t ng sao chp gi trong nh bn c sao chp gi li
li bt k th g trn mt hay nhiu h mt cch t ng."
iu hnh Leopard ca Mac, h iu hnh
mi nht trong dng Mac OS X.

Mac OS X c bo v b nh, u tin cho "Mac OS X l h iu hnh ca my tnh

thao tc a nhim, v a x l i xng. xch tay tin tin nht trn mt k thut
N c mt my ha mi ca Apple l t trc n nay."
Quartz 2D, da trn dng thc ti liu tiu
chun Internet cho my tnh xch tay.

Jobs thay th nhng cu di bng nhng m t c th np vo mt khng gian

Twitter (xem Cnh 4). Cc cu n gin th d nh hn. Bng 8.6 a ra cc th d
cch m Jobs cng c th ni, so snh vi nhng g ng tht s ni.

Chin dch dng ting Anh d hiu

Nu bn mun vit nhng cu sinh ng, trong sng th c th nh n Chin
dch dng ting Anh d hiu. T nm 1979, t chc ny Anh i u trong cuc
chin c v cc chnh ph v doanh nghip n gin ha cc thng bo ca mnh.
Trang web ny hng tun c cp nht ngi c trn ton th gii thy nhng th
d v cc cu ch dng trong kinh doanh phc tp nht v kh hiu nht. Nhng
ngi t chc chin dch nh ngha ting Anh d hiu l vit th no ngi c c
th c, hiu v thc hnh ngay t ln u h c (hay nghe) n. Trang web c nhng
hng dn min ph vit ting Anh d hiu nh ta thy trn cc th d tuyt hay ca
Bng 8.7, th d trc v sau sa cha.[28]

Gn nh tt c nhng g bn vit trong cc ghi nh, th in t, hay bi thuyt

trnh u c th bin tp li cho ngn gn v n gin. Nn nh l n gin khng ch
l cho cc li vit ca bn trn hnh chiu m c nhng li ni ra t ming bn.

Tc gi v chuyn gia qung co Paul Arden ni l ngi ta n bui thuyt

trnh xem bn ch khng phi c cc li ca bn. ng a ra li khuyn:"Thay
v cho h c hng s hm hnh v cc hiu bit ca bn (bng li ni) hy v cho
h mt bc tranh. Bi thuyt trnh ca bn cng bt mt th ngi ta cng nh n
n."[29]
 Leonardo da Vinci ni: "n gin l tinh t ti hu." L mt trong nhng ha
s danh ting nht trong lch s, ng hiu c sc mnh tht s ca s n gin, cng
nh Steve Jobs. Khi chnh bn tm ra c khi nim ny th cc tng ca bn s
c tnh thuyt phc nhiu hn bn c th tng tng c.

BNG 8.7

NHNG TH D TRC-V-SAU TRN CHIN DCH

DNG TING ANH D HIU

Trc Sau

Nu c im no bn cn gii thch hay Nu bn c cu hi g, xin gi in thoi

thm chi tit vo th chng ti s rt vui cho chng ti.
mng cung cp nhng chi tit b sung
cn thit qua in thoi.

Mi trng gio dc cht lng cao l Tr em cn trng tt hc tt

tin cho vic lm d dng v tng
cng qu trnh hc hin nay

iu quan trng l bn phi c cc ch Yu cu c ch thch trc khi in vo

thch, li khuyn v thng tin chi tit ha mu n. Sau nhanh chng gi tr li
bn cnh y ri in vo mu bng trong phong b km theo
pha sau (tt c cc phn) trc khi nhanh
chng gi tr li y ban dng phong b
km theo
 CH THCH CA NH O DIN

Hy trnh cc du bullet. Lun lun. Tht ra th gn nh lun lun. Cc du bullet rt c

th chp nhn trn cc trang cho ngi ta c, nh sch, ti liu v th in t. Tht ra,
chng ngt bi vit rt hay. Nhng phi trnh cc du bullet trn cc hnh chiu ca thuyt
trnh. Hnh nh th tt hn.
Mi hnh chiu phi tp trung vo mt ch , v b sung cho ch y l nh hay tranh.
Hc cch to ra nhng hnh chiu m thut v bt mt. Trn ht, phi nh rng bn khng
cn l ha s to ra nhng hnh chiu nhiu hnh tng. c thm ti liu, vo
carminegallo.com
 CNH 9

T im
cho cc con s ca bn

n nay, chng ti bn bn triu iPhone.

Nu qu v chia bn triu cho hai trm ngy,

th trung bnh l hai nghn iPhone mi ngy.

STEVE JOBS

gy 23 thng Mi, 2001, Apple tung ra mt my nghe nhc s c th o ln

N ton ngnh cng nghip m nhc - my iPod. Tuy nhin, vi gi 399 la n

l mt thit b t tin. iPod lu tr cc bi ht trong mt cng nm
gigabyte, nhng chnh con s y, 5 GB, t c ngha i vi ngi m nhc.
Trong bi pht biu chnh ca mnh, Jobs lm cho con s y c ngha hn bng cch
ni rng 5GB l dung lng cha mt nghn bi ht. Ni nh vy gy nhiu n tng,
nhng n vn cha c mt gi tr trong vic li cun thnh gi, v cc nh cnh tranh
cng bn ra nhng thit b c d tr cao hn vi gi thp hn. Nhng hy i y,
Jobs cam oan vi thnh gi ca mnh, l cn hn th na. Jobs ni rng my iPod
mi ch nng 184 gram v nh n ni n c th "nm gn trong ti bn." Khi Jobs rt
mt iPod ra t ti mnh, n gy n tng ngay ln thnh gi. Cu khu hiu ca iPod
ni ln tt c "1.000 bi ht trong ti bn."

Him khi cc con s vang ln trong u ngi nghe cho n khi chng c
t trong mt bi cnh lm cho ngi ta hiu c, v cch tt nht ngi ta hiu
l lm cho cc con s gn lin vi mt th g ngi ta quen thuc. Nm gigabyte
c th khng c ngha g vi bn nhng mt nghn bi ht trong ti bn l mt cch
hon ton mi thng thc nhc.
 Jobs t im cho cc con s lm cho chng th v hn. Phng vin Jeff Godell
ca t Rolling Stone c ln hi Jobs ng ngh g v vic th phn ca Apple trong nc
M c "lun qun" con s nm phn trm. (Bi phng vn thc hin nm 2003. Khi
chng ti vit sch ny th phn ca Apple trong ngnh my tnh l 10 phn trm.)
c gi bnh thng c th xem th phn nm phn trm l qu b. Jobs a con s
ny trong bi cnh ca n khi ng ni: "Th phn ca chng ti cao hn BMW hay
Mercedes trong ngnh xe hi. Th nhng khng ai li ngh rng BMW hay Mercedes
li phi b i v khng ai ngh rng h c mt nhc im to ln v th phn ca h.
Tht ra, c hai u l nhng sn phm v thng hiu rt c a chung." [2] Th
phn 5 phn trm mi nhn tng l thp nhng tr nn th v hn khi Jobs t n vo
bi cnh ca ngnh cng nghip xe hi. So snh th phn ca Apple vi th phn ca
hai thng hiu c a chung ni ln cu chuyn ng sau cc con s.

Nhanh gp i m gi ch bng mt na
Truyn ti d liu trn my iPhone u tin thng qu chm vi tiu chun
AT&T cho mng in thoi di ng (EDGE). Apple gii quyt vn khi cho ra i
my iPhone 3G ngy 9 thng Su, 2008. Trong bi thuyt trnh gii thiu, Jobs ni
rng chic iPhone mi nhanh hn EDGE 2,8 ln, nhng ng khng dng y. Jobs
a con s vo mt bi cnh m cc nh lt Web bnh thng c th hiu v thch
th. ng cho hai hnh nh nm cnh nhau - mt trang mng National Graphic ti ln
mng EDGE v trn mng 3G mi c tc cao. Trang EDGE cn nm mi chn
giy ti ht. Trang 3G ch cn hai mi mt giy. [3] Ngoi ra, Apple li cho khch
hng thm iu li l gim gi bn.

Theo Jobs, khch hng s c mt con d nhanh gp hai ln m gi ch cn mt

na. Cc nh thuyt trnh tm thng th tun ra nhng con s khng c bi cnh, tin
rng c ta s cng phn khi nh mnh. Jobs bit l cc con s c th c ngha cho
cc ngi hm m nhit tnh nhng khng h c ngha g i vi a s cc khch
hng tim tng. Jobs lm cho cc con s ca mnh tr nn c th, thch hp v c
mch lc.

C th. Thch hp. Mch lc

Ta hy xem hai th d khc trong Jobs lm cho cc con s tr nn c th,
thch hp v mch lc. Ngy 23 thng Hai, 2005, Apple thm iPod vo danh sch cc
mt hng ca mnh. iPod c 30GB dung lng b nh. Nhng phn ln cc khch
hng khng th ni l 30 GB c ngha g vi h. H bit l "tt hn" 8 GB, nhng
ch c th. Jobs khng bao gi thng bo mt con s ln nh vy nm ngoi bi cnh,
v vy ng dng nhng t ng ngi nghe c th hiu c. ng ni rng 30 GB
dung lng b nh l cho 7.500 bi ht, 25.000 bc nh, hay n 75 gi video. M
t ny c th (7.500 bi ht ch khng phi "hng nghn" bi ht), thch hp vi i
sng ca ngi nghe (nhng ngi mun dng di ng nghe nhc, xem nh, xem
video) v mch lc v ng nhn mnh n nhng con s m phn ln khch hng ang
quan tm hn ht.

Trong mt th d th hai, Jobs la Macworld 2008 mng ngy sinh nht ln

th hai trm cho iPhone. Jobs ni: "Ti c bit vui mng l n nay, chng ti bn
c bn triu iPhone." ng c th dng li y, (v phn ln cc nh thuyt trnh
lm nh vy) nhng Jobs li l Jobs, ng ni tip: "Nu bn chia bn triu cho hai
trm ngy th ta c trung bnh hai mi nghn iPhone mi ngy." Jobs cng li c th
dng y nhng ng c tip tc ni rng iPhone ly c 20 phn trm th phn
trong khong thi gian ngn y. Tt lm, bn c th ni, chc chn l Jobs c th dng
y. Nhng khng.

"iu ny c ngha g trn ton b th trng?", ng t cu hi. [4] Lc y

ng a ra mt hnh chiu v cc th phn in thoi thng minh M vi nhng
hng cnh tranh nh RIM, Palm, Nokia v Motorola. My Blackberry ca RIM chim
th phn cao nht l 39 phn trm. iPhone ng hng th hai vi 19,5 phn trm. Ri
Jobs so snh th phn ca iPhone vi th phn ca tt c cc hng cnh tranh khc.
Jobs kt lun rng, th phn ca iPhone bng th phn ca ba hng cnh tranh cn li -
trong chn mi ngy u tin a ra bn. L tt nhin, cc con s u rt c th, thch
hp vi chng loi v, trn ht, li mch lc (Jobs ang ni vi cc nh u t). Bng
cch so snh iPhone vi cc nh cnh tranh c vai v, Jobs lm cho thnh tch ny -
bn c bn triu my trong qu mt - cng thm xut sc.

Dng cc tng t t im cho cc con

s
Khi ti lm vic vi cc lnh o ca SanDisk chun b cho h mt thng
bo quan trng Consumer Electronics 2008 Las Vegas, chng ti ly ra mt trang
ca cun sch chin thut ca Steve Jobs. Nh sn xut cc th flash ang mun gii
thiu mt th nh c th a vo khe micro SD trn in thoi di ng. Nh t
ti. Mt tin ln l trong mu hnh dng nh y n c b nh 12 GB. By gi nhng
ngi yu chi s thy 12 GB l thch th. Vy l chng ti t im cho cc con s
theo kiu Steve Jobs. Bi thng bo cui cng ca chng ti nh sau:

" Hm nay chng ti thng bo vic ra i ca th nh 12 GB u tin cho

in thoi di ng. N c nm mi t tranzito. C tng tng mt tranzito nh mt
con kin: nu ta t nm mi t ni ui nhau, n s i vng hai ln quanh tri t.
Nh th c ngha g i vi bn? b nh tr su gi xem phim. b nh
nghe nhc khi du hnh ln Mt Trng v tr v!"
 Con s 15 GB tht khng c g l th tr khi bn hiu c nhng g m
thnh tch ny ko theo v ngha ca n i vi bn. Khi SanDisk so snh nm mi
t tranzito vi s kin c th vng quanh th gii, cng ty s dng mt tng t
lm cho con s tr nn si ni. Php tng t a ra nhng hnh nh ging nhau gia
hai th khc nhau. i khi, php tng t l cch tt nht a nhng con s vo
mt bi cnh m ngi ta hiu c.

tng cng phc tp, th cng cn phi dng nhng cng c thuyt phc nh
php tng t lm cho ngi ta d hiu. Th d, ngy 17 thng Mi Mt, Intel
trnh ra mt b x l mi hng mnh mang tn Core i7. Con chip mi ny tiu biu
cho mt bc nhy quan trng trong k thut, v n gn 730 triu tranzito trong mt
ming silic. Cc k s m t k thut ny l "ngon mc." Nhng bi v h l k s.
Mt khch tiu dng hay mt nh u t bnh thng lm sao c th nh gi c
thnh tch su rng ny? Nh th nghim chnh ca Intel, John Barton tm ra cu
tr li.

Trong mt bi phng vn trn t NewYork Times, Barton ni mt b x l ca

Intel ch to hai mi by nm trc c cha 29.000 tranzito, con chip i7 cha 730
triu tranzito trong cng mt kch thc. ng cho hai th tng ng vi nhau khi
so snh thnh ph Ithaca, bang New York (dn s 29.000 ngi) vi lc a chu u
(dn s 730 triu ngi), Ithaca chnh n cng rt phc tp, nu bn tng tng
mi vic ang xy ra . Nu ta tng dn s ln 730 triu, ta s c chu u vi kch
thc ca n. By gi ta hy ly chu u ri thu nh li cho n khi ghp va kht
vo din tch ca Ithaca." [5]

Ngi th rn con s
Mi ngnh cng nghip c nhng con s ca n, v hu ht cc thuyt trnh
vin trong cc ngnh cng nghip u khng thnh cng khi lm cho cc con s l th
v c ngha. Trong phn cn li ca cnh ny, chng ta hy xem vi th d ca
nhng c nhn v nhng cng ty thc hin c iu m Jobs lm trong mi cuc
thuyt trnh ca ng - lm cho cc con s tr nn c ngha.

NH NGHA CA MT NGHN T

Ngy 9 thng Su, 2008, IBM a ra mt thng co bo ch v mt my tnh

siu nhanh. Nh tn ca n cho thy, Roadrunner (G li) tht s l mt h thng
nhanh. N hot ng theo mt petaflop mt giy. Vy mt petaflop l g? Rt vui
c bn hi. N l mt nghn t php tnh mt giy ng h. IBM bit l con s
khng c ngha g c i vi phn ln c gi nn h thm vo phn gii thch nh
sau:
 Mt petaflop nhanh nh th no? Nh rt nhiu my tnh
xch tay. N tng ng vi kh nng tnh ton hp li
ca 100.000 my tnh xch tay nhanh nht hin nay. Bn
s c mt chng my tnh xch tay cao 2,4 cy s (1,5
dm) c c kh nng tnh ton ca Roadrunner.

S cn huy ng ton b dn s trn tri t - khong 6

t ngi - mi ngi dng mt my tnh cm tay vi mt
php tnh mt giy tnh trong 46 nm nhng g m
Roadrunner c th lm trong mt ngy.

Nu xe t c th gim tiu hao xng trong thp k va

qua vi cng tc nh siu my tnh ny tng hiu sut
v gim gi thnh th ngy nay chng ta c mc tiu
xng l 85.000 cy s mt lt xng.

Cc so snh tht hp dn v li ko s ch ca gii truyn thng. Ta hy tm

trn Google di t "IBM + Roadrunner + 1,5miles" th s c n hai mi nghn
ng dn n cc bi vit c s dng nguyn vn cu so snh ny ca IBM trong bi
thng co bo ch. Php tng t hot ng tt.

750 T LA CU GIP

Con s cng ln th li cng cn t n trong mt bi cnh c ngha i vi

c ta. Th d nh thng Mi nm 2008, chnh ph M gii cu cc ngn hng v
cc t chc ti chnh vi s tin khong 700 t la. l s 7 theo sau l mi mt
s khng, mt con s ln n ni t ngi trong chng ta c th tng tng ni. Nh
bo Scott Harris ca t San Jose Mercury News a con s ny vo mt bi cnh m
c gi Silicon Valley c th hiu c: 700 t la l hai mi lm ln ti sn tng
cng ca cc nhn vin Google. N tng ng vi gi ca 350 t cc c ph sa
Starbucks hay 3,5 t chic iPhone. Vi s tin y, chnh ph c th vit cho mi ngi
dn M, n ng, n b v tr con mt ngn phiu 2.300 la v khng thu hc ph
cho hai mi ba triu sinh vin i hc. t ngi nm c khi nim v 700 t nhng
ai cng bit v c ph sa v hc ph hc i hc. Nhng con s y tht c th v
thch hp.

GIM 13 T LA

Cc nhm bo v mi trng dng cch lm cho cc con s c thm

ngha. H phi lm nh vy nu h mun thuyt phc cc c nhn ph v cc thi
quen c hu v thng xuyn lm bin i kh hu. Cc con s n gin l qu ln
(v c v khng thch hp) nu khng bit cch lin h chng vi nhau. Th d nh
ni vi ngi no y l ch trong nm 2006, nc M to ra 7,5 t kil kh ixit
cacbnic (CO2). N ging nh mt con s ht sc ln, nhng n c ngha g? Chng
c bi cnh no c. 7,5 t c th l nh hay ln so vi cc nc khc. V tht ra n c
ngha g i vi mt dn thng? Con s y chnh n chng c th thuyt phc ngi
ta thay i thi quen ca mnh.

Trang web ca Al Gore, ClimateCrisis.org, b gy con s xung nh hn, ni

rng mi ngi M chu trch nhim v s pht tn ca 22.000 kg CO2 mi nm trong
khi trung bnh ca th gii l 4.800 kg tnh theo u ngi. [8] Tht l c th v mch
lc. Trang web li cn lm cho con s thm thch hp bng cch ni vi c gi iu
g s xy ra nu khng a con s y xung thp hn: cc t nng s thng xuyn
hn v khc nghit hn, hn hn v chy rng s nhiu hn, v trn mt triu loi c
th b tuyt chng trong nm mi nm sp n.

Cc nh khoa hc thuc NOAA (C quan Quc gia Hi dng v Kh quyn)

cng ph ha thm vo. Nh khoa hc chnh Susan Solomon c ln ni vi t New
York Times rng nu c tip tc t cc nhin liu ha thch theo tc ny th cc
pht tn ixit cacbnic c th ln n 450 phn triu, nc bin dng cao s e da
nhiu vng ven bin trn th gii, v vng Ty chu c s c ma t i 10 phn trm.
Solomon ni: "Mi phn trm c th khng thy ln lm nhng l con s gy ra
cc trn hn hn ln trong qu kh, nh khi to ra Dust Bowl."[9]

Bn c th tin hay khng tin l tri t ang m dn ln, nhng cc chuyn gia
v bin i kh hu nh Al Gore v Susan Solomon l nhng ngi c ti lm cho cc
con s c ngha, v bng cch y, h hy vng c th thuyt phc cc chnh ph v c
nhn c nhng hnh ng m h cho l cn thit gii quyt vn .

THAY CH N UNG

HAY PHI TR GI SAU NY

Nu bn khng bit g v huyt p v mt bc s ni vi bn l huyt p ca

bn l 220 trn 140 th s ra sao? Bn c th c ng c thay i cc thi quen n
ung v vn ng khng? C l l khng cho n khi cc con s y c a vo
trong bi cnh bn hiu c. Ti bit mt bc s c ln ni vi bnh nhn, "Huyt
p ca ng l 220 trn 140. Chng ti xem 120 trn 80 l bnh thng. Huyt p ca
ng cao nghim trng. Nh th c ngha l ng c nguy c cao hn b cn au tim,
bnh thn v t qu. Tht ra vi cc con s cao nh vy, ng c th ng xung cht
bt c lc no ch cn thi vo bu ng nc. Mch mu trong no ng c th b v
tung." Bng cch ni c th thch hp v mch lc, bc s gii thch r v ng vin
ngi bnh c nhng thay i ngay tc khc.

D bn trong ngnh cng nghip no cng vy, cc con s m bn tung ra s

c t tc ng n c ta tr phi v cho n khi bn lm cho chng c ngha. Cc
con s nm ngoi bi cnh th khng to cm tng g c. D bn gii thiu cc d
liu i theo mt k thut mi hay mt tnh trng sc khe c bit, hy so snh con s
y vi mt th g m ngi nghe c th lin tng n th thng ip ca bn s th v
hn, gy tc ng mnh hn v cui cng, c tnh thuyt phc hn.

CH THCH CA NH O DIN

Dng cc s liu hu thun cho ch chnh trong

bi thuyt trnh. Mun th, hy xem xt k cc con s
bn mun a ra. ng lm cho thnh gi ngp v qu
nhiu con s.
Lm sao cho cc d liu ca bn c th, thch hp v
mch lc. Ni mt cch khc, hy t cc con s vo
mt bi cnh thch hp vi i sng ca ngi nghe.
S dng cc cng c ca thuyt hng bin nh php
tng t t im thm cho cc con s ca bn.
 CNH 10

Dng nhng t
"Sng ng mt cch l k"

Cm vo. Wirrrrrr.Xong.

STEVE JOBS M T CHC NNG TI BI HT

TRN IPOD U TIN, FORTUNE, THNG MI MT, 2011

teve Jobs gii thiu mt my iPhone ci tin ti Hi ngh Ton cu cc nh thit

S k phn mm ca Apple ngy 9 thng Su, 2008. My iPhone 3G chy nhanh

hn chic u tin hai ln, nhn c h thng d liu nhanh AT&T th h th
ba. Mt mng 3G c kh nng truyn ti tc 3 Mbps thay v 144 Kbp trn
mng 2G (th h 2) chy chm hn. Ni mt cch n gin, 3G th vo Internet tt
hn v ti v nhng tp tin ln a phng tin ln in thoi di ng. Jobs c lm cho
n n gin hn. ng ni "Tht sng ng mt cch l k." [1]

Jobs ni mt cch n gin, r rng v trc tip, khng c ting lng hay cc
thnh phn phc tp thng thy trong cc thng ip kinh doanh. Jobs l mt trong
s t cc nh lnh o doanh nghip c th t tin tng gi mt sn phm l "sng
ng mt cch k l." Trong mt bi phng vn dnh cho tp ch Fortune, ng c
yu cu m t giao din ca h iu hnh mi OS X ca Apple."Chng ti lm cc nt
bm trn mn hnh p n ni anh mun lim n", ng ni [2]. Ngay c khi bn ngh
l i khi Jobs cng lm cao, th s la chn li l ca ng lm cho bn cng phi ph
ci. ng la cc t sao cho vui nhn, d tip cn v t dng trong phn ln cc bi
thuyt trnh chuyn nghip trong kinh doanh.

Jobs, Gates v bi thi Ting Anh d hiu

 Phng vin k thut Todd Bishop ca t Seattle Post Intelligencer vit mt bi
hay theo yu cu ca c gi. ng ghi li bn bi thuyt trnh nm 2007 v 2008 (din
vn chnh ca Steve Jobs ti Macworld v thuyt trnh ca Bill Gates ti Trin lm
Consumer Electronics) dng mt phn mm lm cng c phn tch ngn ng. Nhn
chung th im cng thp ngn ng cng d hiu.

Bishop dng mt cng c l mt phn mm trn mng do UsingEnglish.com

cung cp. [3] Cng c ny phn tch ngn ng da trn bn tiu chun:

1. S t trung bnh trong mt cu.

2. T trng t ng. - bi vit d hay kh c. Bi vit "t trng" thp th d hiu

hn. Trong trng hp ny, s phn trm thp th hay hn.

3. T cng - s ch trung bnh trong mt cu c cha nhiu hn ba m tit.

Trong trng hp ny s phn trm cao th xu v n c ngha l c nhiu "t
cng" trong bi vit thng mt c gi trung bnh khng hiu ni.

4. Ch s sng m - s nm hc trng cn thit trn nguyn tc mt

ngi c c th hiu c bi vit. Th d nh t New York Times c ch s
sng m l 11 hay 12, trong khi mt vi ti liu trng i hc c ch s 18.
Ch s sng m ch n gin c ngha l cc cu ngn vit bng ting Anh d
hiu c nh gi cao hn nhng cu vit vi mt ngn ng phc tp.

BNG 10.1

NHNG PHC TP TRONG S DNG NGN NG:

STEVE JOBS I U VI BILL GATES

Thuyt trnh vin/S kin Steve Jobs, Bill Gates

Macworld Trin lm CES

Din vn chnh ca Jobs ti Macworld 2007 v ca Gates ti CES 2007

S ch trung bnh trong mt 10,5 21,6

cu
T trng t ng 16,5% 21,0%

T cng 2,9% 5,11%

Ch s sng m 5,5 10,7

Din vn chnh ca Jobs ti Macworld 2008 v ca Gates ti CES 2008

S ch trung bnh trong mt 13,79 18,23

cu

T trng t ng 15,76% 24,52%

T cng 3,18% 5,2%

Ch s sng m 6,79 9,37

Khng c g ng ngc nhin l Jobs c im cao hn Gates khi cc bi ca h

c a ra thi th nghim. Bng 10.1 so snh cc kt qu ca c hai nm 2007 v
2008. [4]

Trong mi trng hp, Jobs c kt qu cao hn Gates v s dng t ng v li

ni ngi ta hiu d dng hn. Li ni ca Jobs n gin hn, cu ch t tru
tng hn, v trong mi cu ng s dng t t hn.

Bng 10.2 so snh nguyn vn cc cu trong cc bi thuyt trnh nm 2007.

Cc cu ca Bill Gates c trch trn ct phi [5]. Cc cu ca Steve Jobs trch ra
trn ct tri [6].

Nu Gates ni kh hiu th Jobs ni r rng. nhng ch Gates qu tru tng

th Jobs li c th, ch Gates phc tp th Jobs li n gin.

By gi bn c th ni: "Gates c th pht biu khng n gin nh Jobs

nhng ng y l ngi giu nht th gii, chc l ng y phi ng hn." Bn ni nh
th cng ng. ng y lm nhng vic ng. Gates pht minh ra Windows, h iu
hnh ci trong 90 phn trm cc my tnh trn th gii. Tuy nhin bn khng phi nh
vy. C ta ca bn khng cho php bn dng mt ngn ng m h chp nhn
Gates. Nu bi ni chuyn ca bn ln xn, phc tp, y t ng kh hiu, th bn s
mt c hi thuyt phc v gy phn chn cho thnh gi ca mnh. Hy c gng lm
cho h hiu. Hy trnh t trng t ng cao.

BNG 10.2

CU CH TRONG CC BI THUYT TRNH CHNH CA GATES

TI CES 2007 V CA JOBS TI MACWORLD2007

Steve Jobs, Macworld 2007 Bill Gates, trin lm CES 2007

"Nh qu v bit ch mt nm trc y, "Cc b x l by gi m thm kh nng

ti din n ny, ti cng b vic chng
ti chuyn sang cc x l Intel. Tht nh
mt cuc ghp tim cho cc x l Intel. V
ti c ni l chng ti s lm trong mi
hai thng sp n. Chng ti thc hin
trong by thng v l mt s chuyn
tip nh nhng nht v thnh cng nht
cha bao gi thy trong ngnh cng
nghip ca chng ti."
b nh ln n 64 bt, v y l mt
chuyn tip chng ti thc hin khng c
nhiu iu khng tng hp, khng tn
nhiu tin. Cc phn mm, phn mm c
32-bit c th chy c, nhng nu bn
cn thm ch th y l gii php."

"By gi ti xin c vi li ni v iTunes, "Chng ti qua qu trnh ny trong

n tht ng phn khi... Chng ti ang
bn c trn nm triu bi ht mi ngy.
C phi qu sc tng tng khng?
l nm mi tm bi ht mi giy ca
mi pht, mi gi, mi ngy."
sut nm nay - c th nghim bta 2 -
n tay trn hai triu ngi. ng vin a
ra phn hi, s n tay nm triu ngi.
Nhng vic chng ti lm v ngi phng
vn nhng ngi dng Windows Vista
trong gia nh. Chng ti lm vic ny
trong by nc khc nhau. Chng ti lm
nhng m phng v cht lng kh m
tin c, c c thi gian tng ng
vi su mi nm th nghim cht lng
vi tt c nhng hn hp bnh thng v
cc ng dng c th c c."

"Chng ti c nhng chng trnh TV Microsft Office c mt giao din mi

tuyt vi trn iTunes. Tht ra th chng cho ngi dng n c nhng phng thc
ti c 350 phim TV m cc v c th mua mi ni vi Office Live Services v
tng hi trn iTunes. V ti rt vui mng SharePoint, nhng vic pht hin ra s
thng bo cho qu v l chng ti bn phong ph ca n c y mnh nh
c nm mi triu chng trnh TV giao din ny."
trn iTunes. C phi l qu sc tng
tng khng ?"

Bn c th nhn thy l nhiu t hay dng ca Jobs l nhng t ngi ta hay

dng thng ngy trong cc bui ni chuyn phim vi nhau: "Tuyt vi, qu sc
tng tng, tuyt p." Phn ln cc din gi thay i ngn ng cho cc bi rao hng
hay cc bi thuyt trnh. Jobs ni trn sn khu cng nh ngoi sn khu u nh
nhau. ng tin vo thng hiu ca mnh v cm thy thch th vi cc t ng la
chn. Vi nh ph bnh ni l ngn ng ca ng gn nh cng iu, nhng Jobs
phn nh ng nhng cm nhn ca hng triu khch hng ca mnh.

L tt nhin, bn s dng nhng t biu hin ng dch v, thng hiu, hay

sn phm ca mnh. Mt c vn ti chnh khi gii thiu mt qu h tng cho khch
hng s c v thiu thnh tht (v c l khng lng thin) nu ni: "Qu h tng
u t mi ny s gy ra mt cuc cch mng trong ngnh ti chnh nh ta bit. N
tht ng ngc nhin v bn phi u t tin vo ngay i." Thay vo y, v c vn ti
chnh c th ni: " Qu h tng l nhng sn phm k l c th lm cho tin ca bn
tng nhiu m ri ro gim i. C hng nghn qu h tng hin nay, nhng ti c
bit thch mt qu mi ny. Cho php ti trnh by thm v n..." Trong li ni sau, v
c vn ti chnh ca chng ta dng nhng li l chn lc va n gin va gy cm
xc ng thi duy tr c tnh chuyn nghip v lng chnh trc ca mnh.

ng s s dng nhng t ng n gin v nhng tnh t c tnh miu t. Nu

bn tht tnh thy mt sn phm "l k" th hy ni nh vy. D sao th nu bn khng
phn khi, lm sao bn c th hy vng l chng ti phn khi?
 Hy trnh tun ra nhng bit ng
Cc t kh hiu t khi c tun vo ngn ng ca Jobs. T ng ca ng tht
thng thng v n gin. Bit ng - loi ngn ng c bit cho mt ngnh cng
nghip - thng l nhng ro cn i vi mt cuc trao i tng mt cch t do v
thng thong. Ti d rt nhiu cuc hp trong y hai ngi cng tc trong hai b
phn khc nhau ca cng mt cng ty li khng hiu ni bit ng ngi kia dng. Bit
ng v nhng t ao to ba ln u v ngha v rng tuch, chc chn s lm cho bn
kh hiu hn, do t thuyt phc hn.

Bo co cng tc l th phm ti t nht trong vic nhi nht cc bit ng. Bo

co cng tc thng di dng, chy quanh vn , vi nhng chng y bit ng
c tho ra trong cc cuc hp y ban v vit ra c qun i. Chng c y
nhng bit ng v nhng t ti ngha t khi Jobs dng n nh "hip ng", "tp trung
ch o", hay "loi hng tt nht". Cc thnh ng y tht v ngha, th m trong mt
ngy cc cn b ca nhng c quan trn khp th gii c hi hp vi nhau tm cch
nht cc t y vo trong mt cu.
 Bit ng: Cch chc chn nht lm
Jack Welch kh chu

Jack Welch c ln nhn xt: "Cc nh qun l khng vng vng thng to
ra nhng tnh hung phc tp." Trong hai mi nm cng v lnh o
hng u ca GE, mt tp on tng doanh thu t 13 t USD ln 500 t
USD, nhim v ca Welch l lm bt "rm r" mi th trong cng ty, t
phng thc qun l n phng tin truyn thng. ng ght nhng bn ghi
nh di dng, i lng vng, nhng cuc hp v nhng thuyt trnh.

Trong cun sch Jack: Straight from the Gut, Welch m t cc cuc hp
"khng gy n tng" g cho ng c. Nu bn mun lm v tr TG mi kh
chu th ch cn ni cho ng y chng hiu g c. Welch c th ni, "Gi th
chng ta trng trung hc...cho ti nghe phn c s i", ng k li ln u
tin ng hp vi mt ngi ph trch v bo him ca hng. Welch hi vi
cu n gin v nhng t ng khng quen. ng vit "Vy l ti ngt li anh
ta hi: 'Bo him t nguyn v bo him iu c th khc nhau th no?'
Sau khi lng ngng tr li di dng trong nhiu pht m khng cho ti c
cu tr li, anh ta ni cu 'Lm sao m ng c th mong rng ti dy cho ng
ch trong nm pht mt iu m ti phi hc trong hai mi lm nm.' Chng
cn phi ni anh ta chng tn ti c lu trong cng ty."[11]

Ni bng bit ng s bt li trong mt cng ty nh gi cao cc bi pht biu

khng c nhng t b him hay kh hiu. Ni m ngi ta khng hiu s lm
bn mt vic hay ngn khng cho bn tng tin m ng l bn t c vi
nng lc ca mnh.

Bo co cng tc ca Apple, tri li, u n gin, sng sa, v gy tc ng.

Chng c y nhng t gy xc cm v nhng th d c th. Ta hy c:

Apple pht ng cuc cch mng v my tnh c nhn nm 1970 vi chic

Apple II v pht minh li my tnh c nhn vi chic Macintosh. Ngy nay, Apple
tip tc dn u ngnh v sng to vi cc my tnh c nhiu phn thng, vi h
iu hnh OS X, vi iLife v cc ng dng chuyn nghip. Apple cng i tin phong
trong cuc cch mng k thut truyn thng s vi my nghe nhc cm tay iPod, my
xem phim video v kho nhc iTune trn mng v cng i vo th trng in thoi di
ng vi my iPhone cch mng [7].
 Cc li ni m Jobs chn thng bo s ra i ca mt sn phm mi c ba
c tnh: chng n gin, c th v y xc cm.

n gin: Khng c bit ng v t m tit.

C th: Nhng cu rt c trng. Ngn gn, c th v c tnh m t thay

cho nhng tho lun dng di v tru tng.

Xc cm: C nhng tnh t miu t.

Mt bc thy c ti n gin ha
Trong nhng nm 2008 v 2009, khi cc th trng ti chnh ton cu sp
th ta kh lng khng gp mt bc thy ti chnh Suze Orman. Ngoi chng trnh ca
ring ca b trn CNBC, tc gi c sch bn chy nht ny thng l khch mi ca
cc chng trnh nh "Oprah" v "Larry King Live". Cc ngn hng v cng ty ti
chnh cng s dng b trong cc qung co c mc ch lm cho khch hng ca h
bt s hi. Ti phng vn Orman nhiu ln v nhn thy b c bit trung thc v
b mt ca s thnh cng ca b vi t cch nh truyn thng.

C ln ti hi b: "Lm sao b lm cho nhng ch ti chnh phc tp li tr

nn d hiu?"

Orman tr li: "C rt nhiu ngi mun gy n tng ln ngi khc qua cc
thng tin h c c ngi ta cho h l ngi thng minh." [8]

Ti ni: "Nhng Suze , nu thng ip ca mnh qu n gin, th mnh c

nguy c b xem l khng nghim tc chng?"

"Ti khng cn bit ngi ta ngh th no. iu ti quan tm l cc thng tin ti

a ra s to cho ngi nghe hay c gi ca cc ti liu ti vit ra mt quyn lc no
. Nu nh ca anh l a ra mt thng ip c th a n mt thay i cho
ngi nghe th lm cho thng ip y cng n gin chng no hay chng y mi l
tn trng ngi nghe. Th d nh ti ch ng cho anh cch n nh ti, th chc l
anh mun ti ch hng i n gin nht. Nu ti lm qu phc tp th s khng thun
li cho anh. Anh c th pht cu v khng n na. Nu ch ng n gin, c th l
anh s ln xe chy n nh ti v khng b cuc v ni l khng b cng. Nhiu
ngi ch trch ch v h cn cm thy phi phc tp hn. Nu vic g cng n gin
th h s ngh rng chng ai cn n h na. Chnh l lng s hi b tiu dit, s hi b
loi b, s hi v mnh khng cn quan trng na lm cho chng ta truyn t
thng tin mt cch phc tp hn cn thit." [9]
 Nhng th d v ba c tnh ny c thy trong bi gii thiu v Macbook Air
ca Jobs: "y l chic MacBook Air. Bn c th s thy n mng nh th no [c
th]. N c bn phm ln v mn hnh [n gin]. C phi k l khng [xc cm]?
N trng nh th ny y, c phi ngoi sc tng tng khng [xc cm]. y l
my tnh xch tay ghi chp mng nht th gii [n gin]. N c mt mn hnh 13,3
ins tuyt p v mt bn phm c ln phi thng [xc cm v c th]. Ti kh sng
st v nhm k thut ca chng ti c th lm ra n [xc cm]. [10]

Bng 10.3 gii thiu nhiu th d ca nhng cu ni c trng, c th, v y

cm xc trong ngn ng ca Jobs. y ch l mt th d nh. Trong mi bi thuyt
trnh ca Jobs ta li thy hin ra ngn ng y.

BNG 10.3

CU C TRNG, C TH V GY XC CM

TRONG CC BI THUYT TRNH CA JOBS

S kin Cu ch

S kin m nhc Apple, 2001 im tuyt nht ca IPod l c th vin m

nhc ca bn nm gn trong ti [12]

Gii thiu my tnh xch tay ghi Ti ngh cc bn tht dy an ton by

chp u tin trn th gii c mn gi ti li mun mi cc bn eo giy tht
hnh mi by ins ti Macworld trn vai.[13]
2003

Trnh by v chic Titanium chi thm kht s mt.[14]

Powerbook hin c, Macworld
2003.
 M t chic PowerBook mi c
mn hnh mi by ins, Macworld
2003.
Tht k l. y l sn phm khng th tng
tng ni m chng ti tng ch to. Hy
nhn mn hnh ny, N ng ngc nhin
khng. Hy nhn xem n mng nh th no.
C th tng tng c khng? Khi ng li
n ch dy mt ins. V li cn p na. R
rng l chic my tnh xch tay tin tin nht
trn hnh tinh. Cc nh cnh tranh vi chng
ti vn cha th ui kp nhng g chng ti
trnh ra hai nm trc y; ti khng bit h
s lm c g vi chic my tnh ny [15]

M t ca Jobs chic Macintosh u Tuyt vi k l

tin

Thuyt phc ch tch John Sculley Anh c mun c i bn nc ngt hay

ca PepsiCo tr thnh TG mun c c h lm thay i th gii?
Apple

Trch trong Triumph of the Nerds Chng ta y ghi mt du n trong v

tr [16]

Ni v giai on Gil Amelio lm Sn phm th gy tht vng, chng chng

TG Apple cn c g khu gi na! [17]

Jobs sng to ra mt t mi tung IPod Touch l ci IPod ng nghnh nht m

ra th trng chic IPod mi, thng chng ti cha bao gi ch to ra [18]
Chn, 2008

Gii thiu chic my tnh xch tay Mt bc nhy vt khng l trong cc my

mi by ins u tin, ngy 7 tnh xch tay c nhn. Ch to mt cch thn
thng Ging, 2003 diu [19]

C ngi c ngn ng trn bng ny ri ni Jobs l bc thy v cng iu.

Vng, cng iu l cng iu ch khi khng c g trong tay. Kh lng tranh ci vi
Jobs l chic Macintosh (Chic my u tin d s dng c giao din ha v c con
chut) l khng phi tuyt vi l k hay sn phm nh Macbook Air li khng
mng lm ngi ta chong vng.

Jobs khng phi l bc thy ca cng iu m l bc thy ca nhng cu ni

thng dng. Nhng ngi Apple suy ngh nhiu v chn chn v nhng t m
t sn phm. Ngn ng dng khuy ng s phn khi v to ra mt tri nghim
phi c cho cc khch hng ca Apple.

Chng c g sai y c. Hy nh rng phn ln ngn ng kinh doanh l vn

chng cu k - nhm chn, tru tng, v v ngha. Steve Jobs chng phi ngu n
g u. Bn hy trn mt t sng ng vo li ni ca mnh.

Ging nh th ny...
Mt cch khc thm sinh ng vo ngn ng ca bn l to ra cc tng t,
so snh mt tng hay mt sn phm vi mt khi nim hay mt sn phm quen
thuc vi thnh gi. Khi Steve Jobs lm o ln mt chng loi trn th trng vi
vic a vo mt sn phm hon ton mi, ng mnh dn so snh sn phm y vi
mt th g m ngi ta hiu r, hay dng, v c bit n nhiu. Sau y l vi th
d:

Apple TV ging nh mt u a DVD cho th k hai mi mt. (gii

thiu Apple TV ngy 9 thng Ging, 2007)
iPod Shuffle nh hn v nh hn mt gi ko cao su. (gii thiu iPod
Shuffle, thng Ging, 2005)
iPod c kch thc ca mt c bi. (gii thiu iPod, thng Mi,
2012)

Khi bn tm ra mt hnh nh tng t c th dng c, hy bm ly n.Bn

cng nhc n n nhiu, c ta ca bn chc s cng nh n n. Nu bn tm trn
Google nhng bi vit v mt hng ni trn, bn s tm ra hng nghn ng ni vi
ng cc so snh m chnh Jobs dng. Sau y l ba tng t va ni n (theo
mu ca cu tm kim) v s ng ni n cc bi vit dng cc cu y:

Apple TV + u DVD cho th k hai mi mt; 40.000 ng ni.

iPod Shufle + gi ko cao su; 46.500 ng ni.
iPod + c bi; 227.000 ng ni.

Thnh gi v khan gi c gng phn loi mt sn phm h cn t khi nim vo

mt thng cha trong u . Hy to thng cha trong u h. Nu khng, bn s lm
tr c h lm vic qu sc. Theo gio s tm l hc thuc trng i hc Emory, TS.
Gregory Berns, tr no mun tiu th t nng lng. Nh th c ngha l n khng
mun lm vic nng nhc hnh dung ra ngi khc mun ni g. ng ni Nguyn
l hiu sut c nhng nhnh ln. Nh th c ngha l tr no i ng tt mi khi c
th. [20] Php tng t l nhng con ng tt.

Khng c g c th ph hoi hon ton li rao hng ca bn bng vic s dng

nhng t lm ngi ta chong mt v phc tp. Bn khng gy n tng vi ai
c khi dng nhng t nh loi hng tt nht, tin phong, gii php tt nht. Thay
vo y bn s lm ngi ta bun ng, mt cng vic lm n v lm cho s nghip ca
bn tht li. Mt ngn ng sng sa, xc tch, v sinh ng s gip cc khch hng
tim tng ca bn thnh khch hng thc th v khch hng thc th thnh nhng
ngi qung co cho bn. Hy lm cho khch hng thch th vi nhng li bn la
chn hy tc ng vo cc th th dopamine ca h vi nhng t m h thy vui
thch mi khi h ngh v bn v mt hng ca bn. Ngi ta khng th theo tm nhn
ca bn hay chia s nhit tnh vi bn nu h b lc trong sng m.
 Cch cha nhng bi rao hng ti

ng bn cc gii php; thay vo l to ra nhng cu chuyn. Nh bnh

lun trn t New York Times David Pogue thch mt bi rao hng ngy. ng
ni phn ln cc bi bo ca ng n t cc bi rao hng. iu m ng khng
thch l nghe cc bit ng. L thay l cc PR chuyn nghip li l nhng
ngi vi phm nhiu nht (ch km cc cn b quan liu, cc nh lnh o
doanh nghip cao cp, v cc t vn IBM.) Pogue cho rng cc t ao to ba
ln (nhng t nh tch hp, loi tt nht, B2B(doanh nghip bn cho
doanh nghip) v trng tm l khch hng) tht s khng cn thit. Bi
rao hng l tng l mt on vn nh cho Pogue bit sn phm l g v
dng lm g. Th d nh mt cng ty vit cho Pogue v ni h c mt my
tnh xch tay mi c th nm ri t hai mt, c th nhng vo nc, c th
chu c 150 m vn cn chy. Cch m t nh th ny l cho Pogue
v li ko c s ch ca ng.

Blog Bad Pitch (nhng bi rao hang ti) phi c cc chuyn gia PR, tip
th, v bn hng n c. Trang mng ny ng nhng bi rao hng tht ca
cc chuyn gia PR ng l phi lm tt hn l a ra nhng bit ng kh
hiu di dng thng co bo ch.

y l mt th d: Chc cc bn sc khe. Ti mun gii thiu vi cc bn

_____, mt mng s ha khng dng nh v da trn ni thc hin, mt
loi truyn thng nh x i theo nhp ca nhng nghi thc thng ngy ca
ngi s dng, nh lc ung c ph ban chiu hay n bnh kp ch bui
tra. Bi rao hng c bit ny n t mt cng ty chuyn t cc bng yt
th ti cc ca hng n. Ti sao h khng ch ni ra nh vy? Qu n gin,
l l do. Ngi ta s s n gin. y khng phi l mt th d n c.
Trang mng ny c cp nht hng ngy vi nhng bi rao hng t cc
cng ty PR ln v nh cng nh t cc cng ty ln v
nh. Cc bi rao hng ca Apple t khi xut hin trn mng ny, v cc bi thng
co bo ch ca cng ty ni ln nhng cu chuyn vi cng ngn ng gy tranh
ci m Jobs dng trong cc thuyt trnh ca ng.

Nh trong cu thn ch ca trang mng ni: Mt bi rao hng hay s bin i v

tr thnh mt cu chuyn; mt bi rao hng ti tr thnh bi ni di. Theo
trang blog ny http://badpitch,blogpost.com

Nhng t vui lm danh hiu

Khch hng ca bn l nhng ngi qung b hiu lc nht ca bn. Ti

nh li mt bui ni chuyn vi mt khch hng, ngi sng lp ra hng
Cranium l Richard Tait. ng ni l bn c hng triu tr chi m
khng cn qung co, tt c nh do truyn ming. ng bao gi qun l
khch hng l lc lng bn hng ca ta, ng ni vi ti.

Khch hng ca ng m ng gi l nhng Craniacs, (nhng ngi in

v Cranium) mun c vui nhn. V vui nhn l tn ca tr chi, Tait
quyt nh l mi kha cnh ca cng ty phi c mt ci g k qui i theo
n. ng bt u vi cc danh hiu cng tc. Nhn vin ca Cranium c th
t t danh hiu cho mnh. Th d nh Tait khng phi l TG ca
Cranium. ng l i Kim nhim Grand Poo-Bah. Khng a u. N
c in trn danh thip ca ng.

Bn c th cho l ng ngn, nhng ti c th ni vi bn l khi mi bc

chn vo tr s ca cng ty Seattle, ti rt n tng bi mt ln sng vui
nhn, nhit tnh, v hng hi tham gia m trc y ti cha bao gi gp v
t by tr i cng khng h thy.
 CH THCH CA NH O DIN

Lm cho bi vit ca bn thng thong. Loi b cc ngn ng tha

khng cn thit, nhng t ao to ba ln da ngi ta, nhng bit
ng. Bin tp, bin tp v bin tp thm mi.
Cho cc chng trong bi vit qua cng c Using English xem n
nng n nh th no.
Lm cho cc t ng thm vui nhn. biu l nhit tnh vi sn
phm ca mnh qua nhng tnh t tt bc hay miu ta th cng c.
Jobs ngh rng cc nt bm trn mn hnh Macintosh p n ni bn
mun th li lim vo n. y l lng tin.
 CNH 11
Chia s sn khu

ng b lch s lm cho lng tng.

Hy t rt ra ngoi v to ra mt th g phi thng

ROBERT NOYCE, NG SNG LP VIN CA INTEL

T
i Macworld ngy 10 thng Ging, 2006, Jobs thng bo rng chic iMac
mi s l chic my tnh Apple u tin dng b x l Intel. Trc y, nm
trc Jobs tuyn b l cuc phu thut ghp no s bt u thng Su,
2006. Ngy 10 thng Ging, ng ni vi thnh gi l ng mun cho mi ngi bit l
k hoch c cp nht. Khi ng bt u, mt lung khi do tuyt ixit cacbnic
to ra ta ra t trung tm sn khu. Mt ngi bc ra, mc b bo h ni ting
c dng trong cc nh my ch to b vi x l siu v trng ca Intel. Ngi ny
cm mt ming bn dn, tc l mt hnh trn mng bng silic lm cc con chip.
Ngi y bc n ch Jobs v bt tay ng. Khi nh sng tr li, ngi ta thy r l
ngi mc b bo h khng phi ai khc ngoi TG ca Intel, Paul Otellini.
Otellini a ming bn dn cho Jobs v ni: Steve, ti xin thng bo l Intel sn
sng Jobs ni: Apple cng sn sng. Chng ta bt u cng tc vi nhau cch
y cha y mt nm c c ngy nay, Jobs quay li ni vi mi ngi: Cc
nhm ca chng ti cng nhau lm vic ct lc xong cng vic trong mt thi
gian k lc. Tht khng th tng tng ni cch m cc k s ca chng ti gn
cht vi nhau v mi vic sun s nh th ny. [1] p li, Otellini khen ngi
nhm Apple. Hai ngi ni v thnh tu t c, h li bt tay nhau, v Otellini ri
sn khu. Jobs quay li pha khn gi v a ra iu bt ng: Apple s cho my tnh
Mac u tin dng b x l Intel, ngay hm nay, khng i n thng Su nh thng
bo ban u. Xem hnh 11.1.
 Hnh 11.1 Jobs chia s sn khu vi TG Intel Paul Otellini

t c cng ty no m li gn b cht ch vi ngi sng lp nh Apple vi Jobs.

Bt chp nhng g xy ra, chnh Jobs li rt vui sng khi chia s cng nhn vin v
ng s nh sng sn khu vi mnh. Mt bi thuyt trnh ca Jobs him khi ch l
mt mn c din. ng o din cho nhng nhn vt ph ng nhng vai quan
trng trong cu chuyn k.

Ngi sng lp ca Microsoft, Bill Gates, l ngi ng din bt ng nht

tng chia s sn khu vi Jobs. Ti trin lm Macworld Boston, Jobs, lc y va
mi tr li Apple cng v TG lm thi, ni vi khn gi l mun vc Apple cho
mnh khe tr li, ng phi xt li mt s quan h. ng tuyn b l Internet Explorer
ca Microsoft s l trnh duyt mc nh trn Macintosh v Microsoft s c mt khon
u t chin lc 150 triu USD vo cng ty ca ng. Ni xong, ng gii thiu v
khch mi c bit trc tip qua v tinh. Khi Bill Gates xut hin, ngi ta nghe
ting v tay hoan h cng vi kh nhiu la . Gates ni vi pht v n cn t lng
khm phc v nhng g Apple thc hin c.
 Jobs tr li sn khu, v bit rng nhiu ngi s khng thch, ng khuyn mi
ngi nn ng h quan h ny vi ging ca mt ngi cha nghim khc. Jobs ni:
Nu chng ta mun tin ti v thy Apple hnh phc v thnh vng, th chng ta
phi vt b quan nim l mun Apple thng th Microsoft phi thua. Nu chng ta lm
hng th chng phi li ti ai, chnh l li ca chng ta... Nu chng ta mun ci
Microsoft Office trn Mac, chng ta nn t lng tri n mt cht vi cng ty sn
xut ra n. [2]

Cc din vin ln c bit l thng tng qu cho nhau. H gip nhng

din vin khc trn sn khu c nhng din xut hay hn. Khi Jobs gii thiu mt
ngi no khc trn sn khu mt nhn vin, ng s, hay mt ngi c n on c
nh Gates ng l din vin tng qu nhiu nht. V v kch, ai ai cng phi din hay.

Tr no thm mun s a dng

Tr no thng khng ch n nhng g t nht. Khng phi Jobs l mt t
nht. Ngc li l ng khc. Tuy nhin tr no thm mun s a dng. Khng mt ai,
d trn tru nhn nhi n my i na th cng khng th mua vui cho khn gi ca
mnh lu di n khi h bt u nhn ng h. Nhng nh vit din vn ni ting t
lu bit chuyn ny. Cc bi din vn vit cho John F. Kennedy, Ronald Reagan,
v Barack Obama u c sp xp cho lu nht l hai mi pht. Mt bi din vn
chnh ca Jobs l tt nhin phi di hn, gn 1 ting ri ng h, nhng Jobs gi cho
n lun thch th bng cch ghp vo nhng biu din, on video ngn, v rt quan
trng nhng din gi c mi n.

Bit nhng g bn Khng bit

Thng Mi, 2008, Apple gii thiu mt my tnh xch tay mi AppleBooks
ch to t mt khi nhm c nht. Tnh t ph ca thit k cho php Apple sn xut
nhng my tnh xch tay nh hn v khe hn cc dng my trc. Jobs ni: Chng
ta hy ni v my tnh xch tay. Chng ti mun gii thiu mt vi k thut v khm
ph m chng ti va thc hin gip chng ti ch to c nhng my tnh xch
tay theo phng php mi. [3] Tuy nhin, thay v t mnh m t qu trnh sn xut
mi, Jobs gii thiu Jony Ive, ph ch tch th nht ca Apple ph trch thit k.

Ive bc ln sn khu, Jobs ngi xung gh v trong su pht Ive ging cho
khn gi nghe mt gio trnh cp tc v thit k my tnh xch tay. ng gii thch
bng cch no qu trnh cng ngh mi cho php Apple i t mt tm nhm nng
1,25 ri c khc gt th no c mt khung my tnh cui cng ch nng 160 gram.
Kt qu l mt my tnh chc hn, mng hn v nh hn. Jobs tr li sn khu kt
lun phn trnh by ny bng cch cm n Ive v ti xc nh ch ca phn trnh
by: Mt cch mi ch to my tnh xch tay. Jobs c th nhng tay vo mi vic
trong Apple, nhng ng bit nhng g ng khng bit. Jobs chia s nh n sn khu
vi nhng din vin khc, nhng ngi ny gp thm phn tn nhim v thch th cho
ct truyn.

Cng c bn hng tt nht ca bn

Khi Apple tung ra trn mng dch v thu phim, Jobs cng b mt danh sch cc hng
phim s lm phim cho thu trn iTunes. Danh sch y gm nhng hng nng k
Touchstone, Sony, Universal, MGM, Walt Disney v nhiu hng khc. Nhng Apple
vn nghi ng. Cng ty tung ra mt dch v cho thu phim trong mt th trng c
nhng nh cnh tranh lu i nh Blockbuster v Netflix. Apple nh cuc l ngi ta
s mun c la chn xem phim trn cc my tnh, iPods, hay iPhone, hay cc TV mn
nh rng ca mnh thng qua Apple TV. Jobs tng thm s tin tng i vi sng kin
ny bng cch chia s sn khu vi mt i tc chnh ca Apple .

Jobs ni: Chng ti nhn c s ng h ca tt c cc hng phim chnh. Hng phim

u tin k hp ng l Twentieth Century Fox. Chng ti pht trin mt mi quan
h cng tc tht s cht ch vi hng Fox. Ti rt hn hnh c gii thiu ch tch v
cng l TG ca Twentieth Centery Fox, Jim Gianopulos.

Mt Gianopulos y nhit tnh nhy ln sn khu v ni nhng g khn gi mun

nghe: phim hay, d dng tip cn, tin li, kim sot c thi gian, ni chn v cch
thc xem phim, v kh nng i u cng mang theo phim n . Gianopulos ni:
Khi Steve a ra tng ny n vi chng ti, n tht d gii quyt. N tht phn
chn, hay tuyt m chng ti cha bao gi nghe n. Thu video th khng c g mi.
Nhng c m nhc v c iPod. C in thoi v c iPhone. Apple lm mi vic mt
cch trc gic, sng sut v sng to. N s l mt hnh thc bin ha ca m hnh
thu phim, v chng ti rt phn khi v n. Chng ti khng th c c mt s cng
tc hnh phc v ng t ho hn. [4]

Gianopulos cung cp cho Jobs cng c bn hng tt nht ca cng ty s tn

thnh ca khch hng. Cn hn th na, hai ngi cng nhau xut hin trn sn khu.
Mt li chng nhn l tt. Mt khch hng hay mt i tc cng c mt trn sn
khu li cn tt hn.

L do s mt v sao ngi ta mua hng

Khch hng ca bn lun lun lo cho ti tin ca h, nhng trong thi bui kinh t
kh khn, h li cng hn, h mt theo di tng ng la. Cc khch hng
tim tng khng mun hng ng nh mt nhm th nghim ln th hai trc khi
tung ra th trng. Sn phm ca bn phi p ng cc ha hn ca n tit kim tin
cho khch hng, cho h kim thm tin, hay cho h mt cng c chng nhn v bo
lnh u mang tnh thuyt phc v, nh bn n trc y, li truyn ming l nhn
t s mt c nh hng n cc quyt nh mua hng.

Cc cng ty thnh cng u bit rng mt nhm khch hng c uy tn v hi

lng l rt cn thit cho thnh cng trong vic bn hng. S tht l c nhng cng ty
c nhn vin chuyn dng m cng vic l gom gp cc nghin cu tng trng hp
v phn pht cho khch hng tim tng. Phn ln cc ch doanh nghip nh khng c
iu kin c ra mt chuyn gia nghin cu trng hp, nhng h c th d dng
p dng mt vi k thut m cc cng ty thnh cng nht trn th gii dng. Mt
trong nhng chin lc qua th thch l nh cp mt trang trong sch chin lc
ca Apple v mi khch hng ca mnh cng chia s nh n sn khu, hoc chnh h,
hoc qua video hay cng lm l trch nhng li ca h
 ng qun gii truyn thng. Chia s sn khu vi nhng t bo ca ngi sn
phm ca mnh s lm cho thng ip ca bn mnh hn. Jobs c mt mi quan h
va thng va gin vi gii truyn thng, nhng lm cc thuyt trnh, trong rp
ht s c nhiu thng. Trong vi pht u ca bi pht biu chnh ca ng nhn dp
Macworld 2008, Jobs tuyn b l Leopard (phin bn mi nht ca h iu hnh OS
X) bn ra nm triu bn trong chn mi ngy u tin v l t pht hnh thnh
cng nht ca OS X. ng cng mun cho mi ngi bit l Leopard c gii truyn
thng rt hm m. Jobs ni: Bo ch rt tt. y l mt thnh cng cng rt quan
trng nh thnh cng trong thng mi. [5]

Khi Jobs c cc bi vit ca nhng t bo k thut c tn tui, mt hnh chiu xut

hin cng vi cc li trch dn. Sau y l nhng li tn thnh, cng vi ngun gc
ca chng:

Theo ti th Leopard tt hn v nhanh hn Vista. Walt Mossberg,

Wall Street Journal
Leopard va mnh, va trn tru v c thit k cn thn David
Pogue, New York Times
Vi Leopard, h iu hnh ca Apple vt xa ln hng u trn mt m
thut v k thut. Ed Baig, USA Today
l h iu hnh tt nht cha bao gi c vit cho i a s ngi
tiu dng. Ed Mendelson, PC tun bo

Cu trch dn cui cng kh bun ci. Tnh hi hc ca PC tun bo tn

thng Mac lm cho thch gi ci khc khch. c nhng bi ph bnh tn thng l
mt k thut thng xuyn dng trong cc thuyt trnh ca Steve Jobs. Mc d ngi
M cho l cc nh bo l nhng nh chuyn nghip t ng tin cy hn ht (ch trn
cc nh chnh tr mt cp), th mt li hoan nghnh ca gii truyn thng hay cc
blooger hng u vn c trng lng, lm cho khch tiu dng tin l mnh c mt
la chn khn ngoan.
 Nghin cu trng hp ca th k hai mi mt

Nghin cu trng hp l mt cng c quan trng cho tip th. Chng ta

phn ln u quen vi cc sch trng hay nhng nghin cu trng hp
n gin trn trang web ca cc cng ty nhng v bn thu hnh hay thu
ting ngy cng tr nn t tn km sn xut v phn phi trn mng, cho
nn cc cng ty nhiu sng kin thng da vo YouTube pht i cc
li chng nhn ca khch hng. Mua mt my thu video Flip gi 200 la,
xy dng mt phim video r tin v mt li tn thng ca khch hng,
ng n ln YouTube th cng c trng lng nh mt ti liu tip th hp
dn. ng cc phim video hay bi thu thanh tn thng trn trang web ca
bn ri ghp chng vo bi thuyt trnh s thm vo cu chuyn ca bn
mt lp v xc thc v tin cy.

Nu bn l ch doanh nghip hay l mt doanh nhn, iu quan trng l

phi lp mt danh sch cc khch hng m bn c th dng lm ngi gii
thiu cho mnh. Tht vy, mt khch hng cho bn mt li bo lnh c gi
tr hn mt khch hng khng lm vy. Hy i tm nhng khch hng c
th gip bn c c nhng khch mi. Ri phi cho h mt l do h
chng nhn cho mnh. C th n gin ch l cho h c quan h su hn
vi cng ty mnh, nh l khi h c nhng cu hi th c th d dng gp
bn hay nhn vin ca bn. Cc quyn li khc c th d dng tip cn cc
nhm sn xut, c ng gp vo cc thit k mi hay cc sn phm mi v
thy c.

Cho cc i tc ca mnh mt l do tham gia, v mt khi h n, ghp

h vo cc bi thuyt trnh. Phn ln cc khch hng c th khng n bui
thuyt trnh, nhng th cch lm gn nh vy: ci mt bi tn thnh vo
thuyt trnh ca bn. C th l n khng c tc ng mnh nh khi Paul
Otellini xut hin trn sn khu cng Jobs, nhng n c th cho bn mt
li th hn cc ngi cnh tranh vi mnh.
 Cc cng ty thnh cng khi trnh ra mt sn phm mi ng ch thng hay
th nghim trc y vi mt nhm i tc, nhng ngi ny ng bo lnh cng
khai cho n hay phn pht cc bn nh gi n gii truyn thng v nhng t bo c
nh hng. Cch lm ny cho ngay cc cng ty y nhng gii thiu, li ng h v li
bo lnh. Khch hng ca bn cn c mt l do tin vo bn, v h mun lm cho
cc ri ro khi mua sn phm hay dch v mi gim xung ti thiu. C cc chuyn
gia, khch hng hay i tc lm chng cho hiu qu ca sn phm s gip bn dp b
ro cn tm l i vi vic h tham gia.

Khen ch ng khen
Nhn vin cng thng c biu dng nhiu nht trong cc bui thuyt trnh
ca Jobs. a ra li kt lun cho Macworld 2007, Jobs ni, Ti mun cao
nhng ngi ch to ra cc sn phm y. ngh tt c nhng ai c tham gia ch to
sn phm ni n ngy hm nay ng dy. Chng ta hy cho h mt trng pho tay.
Xin cm n. Ti cng khng th kt thc m khng cm n cc gia nh. H khng
thy mt chng ta nhiu lm trong su thng va qua. Nu khng c s hu thun ca
gia nh, chng ta s khng thc hin c nhng g chng ta lm. Chng ta
lm mt cng vic tuyt vi. Gia nh chng ta bit l chng ta khng th v nh kp
n cm ti v chng ta c cng vic phng th nghim, lm nhng cng vic no
v sp c bui gii thiu sn phm. Cc bn khng bit c l chng ti cn v nh
gi cao cc bn nh th no. Vy xin rt cm n. [6]

Rt d lm bi thuyt trnh ch ni v bn v v sn phm ca bn. ng qun

ghi cng nhng ngi lm cho n thnh s tht. iu ny chng t vi khch hng

bn l ngi chnh trc v khi khen ngi cng khai nhn vin hay cng s ca mnh,

bn s gy cm hng h lm vic chm ch hn cho bn.

Cui cng, Jobs chia s sn khu vi thch gi ca ng, vi cc khch hng,

thng cm n h ru rt. ng khi ng s kin Macworld 2008 bng cch nhc li

nm trc. Ti mun dnh mt pht cm n bn. Chng ti nhn c s ng

h ln lao t tt c khch hng v tht s l chng ti rt cm kch. Vy xin cm n

tt c v mt nm tuyt vi. [7] Jobs xy dng mt mi quan h vi ngi nghe bng

cch t lng tri n n nhng ai cn thit nhng ngi lm ra sn phm v nhng

ngi mua sn phm y.

Jobs cng chia s sn khu vi c ... chnh

mnh

Steve Jobs l ngi c nht c th mi mt Steve Jobs khc ln sn khu.

Nm 1999, ngi sao in nh ng trong ER Noah Wyle thay b phu thut bng

ci qun b, ng vai Jobs trong b phim truyn hnh Nhng tn cp ti Silicon

Valley. vui ci ti Trin lm Macworld nm 1999 New York, chnh Wyle xut

hin trn sn khu c bi din vn chnh. Mi thot nhn (v vi nhng ngi

ngi xa), anh rt ging Jobs qun b, o c l en, v giy th thao. Wyle cng c

nhng iu b nh Jobs v dng cc cu ni ni ting ca Jobs. Anh ni: y s l

mt Macworld

ln. C g ang xy ra y. l s hi sinh ca Apple. Hm nay chng ta s chim

ngng nhng sn phm mi tuyt vi. Mt vi sn phm mi tht s, hon ton, in

r, k l tuyt vi! Thnh gi tr nn cung nhit khi Jobs tht s bc ln sn khu.

Jobs c nhiu vui nhn vi Wyle, ni vi din vin l anh lm bng n

mn kch nhi. Jobs ch cho Wyle cch din, cch ni, cch i nu tht s mun nhi

ng cho tht ging.

 Jobs ni vi khn gi: Ti mi Noah n y xem ti din tht nh th no

v v anh din vai ti cn hn ti!

Wyle ni: Cm n anh. Ti ch mng l anh khng ni cu v cun phim.

Jobs ni: Th no? Ti ni cu ? ch l mt cun phim. Nhng nu anh

mun chnh li mi vic cho ng, anh phi cho ti din trong ER [8].

Mn trao i ny lm cho mi ngi ci vang v phn no cho thy Jobs

cng c th t ch giu mnh. Ti cha bao gi thy mt din gi khc li c th chia

s sn khu vi chnh mnh!

CH THCH CA NH O DIN

Khi tung ra mt sn phm hay dch v mi, phi chc chn l c khch
hng th sn phm v c th ng h nhng iu bn ni v sn phm.
Xt duyt ca gii truyn thng cng c ch, c bit l khi n cc t
bo ni ting hay cc blog nhiu ngi c
Ghp thm cc li chng nhn vo bi thuyt trnh ca bn. Cch d
nht l quay video khch hng ca bn khi h ni v sn phm, bin tp
on phim y khng cho di qu hai pht v ghp vo bi thuyt trnh.
Cm n nhn vin, i tc v khch hng trc cng chng. V thng
xuyn lm nh vy.
 CNH 12
Dn cnh bi thuyt trnh
vi nhiu dng biu din

Jobs bin bi din vn chnh c Macworld

thnh mt s kin truyn thng ln,

l mt sn khu tip th, dn cnh cho bo ch quc t.

LEANDER KAHNEY

c nh quan st trong cng nghip my tnh khen Apple l xc nh

C ngha li k thut thit k my tnh xch tay vi dng my tnh MacBook

c gii thiu ngy 14 thng Mi, 2008. Nh chng ti trnh by
trong chng trn, Jobs ngh nh thit k ca Apple Jony Ive gii thch cho khn
gi qu trnh ch to my tnh y. My MacBook mi c ch to trn mt ci khung
(v c khi) gt o t mt khi nhm c nht. N khng c v n tng cho lm
nhng l mt k cng trong cng ngh sn xut ra nhng my tnh xch tay
mng hn, nh hn v khe hn m trng li p hn cc my ra i trc y. Sau
khi trnh by c hai mi lm pht trong bi thuyt trnh thng Mi y, Jobs
cp n khung my mi bng nhm. ng c th ch ni v n v c l chiu mt vi
hnh nh, nhng v Jobs l Jobs, ng i xa hn v ln cao hn. ng bin bi thuyt
trnh thnh mt tri nghim c vn ng, cho mt nhm khn gi gm nhng nh
phn tch v phng vin chnh mt h quan st v chnh tay h s m ci khung y.

Jobs gi cao ci khung ln v ni: c khi l nh th ny y. Tht l p

c bit.
N l mt cu trc cng rn hn, bn hn. N qu p, ti mun cc bn chim
ngng n. Nu ta c th cho n sng ln, ti tht s mun chuyn tay cho cc bn
cc bn thy n p v c cng ngh cao nh th no.

Ngay lc y, cc i din ca Apple ng cui mi dy a cho khn gi cc

khung nhm h chuyn tay nhau. Khi mi ngi s vo chnh mt ngm ngha
cc mu khung, Jobs a: Cho chng ti xin li, mi ngi ci ln. Trong su
mi giy sau , Jobs khng tht ln mt ting. ng sn phm t ni cho mnh.

Ri sau Jobs hng v pha ngi cng s thn cn John Malden v ni ln

nhng li bnh lun v mu sc trong khi khn gi tip tc ngm ngha ci khung:
Nhng nhm hng trm ngi chng ti cng tc trn ci ny trong rt nhiu
thng thit k ra n v ch to n sao cho tit kim nht. Tht l mt k cng trong
cng ngh.

Trong ba mi giy tip theo, Jobs gi im lng cho mi ngi c c hi s

m vo ci khung. Tt lm. Mt v my c khi c chnh xc cao. Cc bn l
nhng ngi u tin c s n mt khung nh th, Jobs ni kt thc phn
trnh by v chuyn sang mt phn khc v chic my tnh xch tay mi. [1] S dng
nhng dng biu din, Jobs bin mt bi gii thch c th nht nho thnh mt
tri nghim l th, a cm gic.

Phng php Kawasaki

Jobs a ln sn khu nhng dng biu din trong mt bi thuyt trnh ca mnh,
thng l trong phn biu din. Trong The Macintoh Way, Guy Kawasaki vit l cc
nh truyn thng bc thy thng c nhng biu din hay. ng ch ra rng Bi biu
din ng khng tn km bao nhiu, nhng n c th lm mt tc dng ca cc n lc
ca ngi cnh tranh vi mnh trong tip th v qung co. Mt bi biu din hay cho
khn gi nhng thng tin v sn phm ca bn, cho h thy nhng li ch khi s hu
sn phm y, v truyn cm hng cho khn gi h hnh ng. [2] Kawasaki m t
nm c tnh ca mt bi biu din xut sc. Theo Kawasaki, cc bi biu din thnh
cng phi nh sau:
 Ngn gn. Mt bi biu din hay s khng lm cho khn mt ht sc
lc.

n gin. Mt bi biu din hay phi n gin v d theo di. N ch

c a ra khng qu mt hay hai thng ip. Mc ch l cho khn
gi thy nh h m khng qu nhiu h b hoang mang. [3]

Hp dn. Mt bi biu din hay ch ra nhng phn hay nht v cho

thy sn phm ca bn cc sn phm cnh tranh.

Hn na: Bn phi ch ra chc nng tht ca n. Hy tng tng mi ln

bn ch ra mt chc nng li c ngi no ku ln, Nh vy th lm ci
g? [4]

Nhanh. Mt bi biu din hay phi dn dp. ng lm bt k chuyn

g trong bi biu din li di qu mi lm giy. [5]

C thc cht. Mt bi biu din hay chng minh c r rng bng

cch no sn phm ca bn a n mt gii php cho mt vn thc
t m khn gi ang tri nghim. Cc khch hng mun lm g vi
sn phm ca bn, v vy h mun bit sn y hot ng nh th no.
[6]

Nh ta thy Cnh 9, Jobs thc hin tt c cc iu kin m Kawasaki a

ra v mt bi biu din hay khi ng tung ra th trng chic iPhone 3G ti WWDC
thng Mi, 2008. in thoi ny s dng h thng di ng 3G nhanh hn, mt tin
b so vi h thng d liu khng dy thuc th h hai (2G). Nhng li ca Jobs c
ghi li trong ct bn tri ca Bng 12.1 v ct bn phi l nhng hnh chiu tng
ng.
 Trong mt bi biu din ngn gn, Jobs p ng cc tiu chun ca
Kawasaki v mt bi biu din hay.

N ngn gn. Bi biu din EDGE-chng li-3G ko di cha n hai pht.

N n gin. Cn g n gin hn l cho thy hai trang web ti trn mt in

thoi thng minh? N ch phc tp nh vy thi.

N hp dn. Jobs t mng 3G bn cnh mng EDGE cnh tranh chnh ca n.

N nhanh. Jobs cho bi biu din tip tc nhng nhng im ct yu ng gi

im lng tng phn kch tnh.

N c thc cht. Bi biu din gii quyt mt vn tht s: phi i rt lu

v t m ti nhng trang c nhiu ha.

BNG 12.1

BI BIU DIN LN CA JOBS TI WWDC NM 2008

Li ca Steve Hnh chiu ca Steve

Ti sao cc bn mun c 3G? Ch v bn Hnh ca hai biu tng: mt ca

mun ti d liu nhanh hn. V khng u internet, mt ca th in t.
cn ti d liu nhanh bng trn cc trnh
duyt hay khi ti cc ti liu nh km th
in t.

Vy ta hy xem b trnh duyt. Chng ta ly Hot hnh ca hai iPhone ti cng

mt chic iPhone 3G v cng mt ch,
chng ta ti xung mt trang web bng h
thng EDGE v mt bng 3G.
mt ln mt trang web: cng mt
trang web ca National Geographic
bt u ti xung trn mi my,
chic iPhone bn tri chy h thng
EDGE, chic bn phi chy h thng
3G iPhone mi.

Hy xem ta lm th no, [Jobs gi im lng Ti trang web trn c hai hnh nh

trong khi c hai hnh nh tip tc ti trn mn iPhone.
nh; l mt trang web c nhiu nh v c
 cch b tr phc tp].

Hai mi mt giy trn 3G; [im lng i Trang web dng 3G ti ht hon
thm ba mi giy na; Jobs hai tay vng ton, cn in thoi EDGE vn ang
trc ngc, mm ci, mt nhn xung khn ti.
gi - c ting ci to] nm mi chn giy
trn EDGE. Cng in thoi, cng trang
web: nhng 3G th 2,8 ln nhanh hn. N t
gn n tc ca Wi-Fi. Tht v cng k
l!

Bi biu din lm nn lch s

Cc bi biu din v cc dng biu din c mt vai tr nht nh trong mi

bi thuyt trnh ca Steve Jobs, mt vi ln c tnh lch s hn nhng ln khc. Steve
Jobs ni ti bui khi ng Macworld 2007: Hm nay chng ta s lm nn lch s.
S kin lm nn lch s l vic gii thiu iPhone.

Jobs ni: Chng ti mun pht minh ra in thoi tr li. Ti mun gii thiu
vi cc bn bn chng trnh ng dng: chng trnh in thoi, chp nh, lch v
dch v thng bo ngn SMS [bi vit truyn gia hai in thoi di ng]- th m bn
c th thy trn mt in thoi c trng mt cch rt khng c trng. Vy ta tip
tc xem n ra sao.. V cng nh mi khi, Jobs bc ln sn khu t pha phi
(pha tri ca khn gi) ngi xung v tin hnh biu din, cho khn gi nhn thy r
mn nh.

Cc bn c thy biu tng gc di bn tri in thoi khng? Ti ch cn

nhn vo n th l, bm, ti c in thoi. By gi ti n ch c ghi Danh b. Ti s
dng danh b th no? Ch cn cun n ln. Th d ti mun gi cho Jony Ive. Ti
bm vo y v c ngi tip xc l Jony cng tt c cc thng tin v anh y. Nu ti
mun gi Jony th vic phi lm ch l n s ca anh y. Ngay by gi ti ang gi
Jony. Chung in thoi rung, v Jony cm ln tr li.
 Jobs ni tip: t hai nm ri nay, v ti khng th ni vi cc bn l ti
hi hp nh th no khi ln u tin c gi in thoi trn iPhone ngoi cng
chng. im ny ca bi biu din, Ph ch tch ph trch tip th doanh

nghip ca Apple l Phil Schiller gi n. Jobs ngng tm cuc ni chuyn vi Ive v

tin hnh mt hi ngh in thoi vi hai ngi gi chng minh kh nng hi ngh

m ch cn mt ci bm nt. Jobs tip tc biu din chc nng SMS, tip theo sau l

trao i hnh nh m trn iPhone tr thnh tiu chun. Chng ti c chng trnh

qun l hnh nh hay nht t trc n nay chc chn l trn in thoi di ng,

nhng ti tin l t trc n nay cha tng c. Ri Jobs cho thy cc kh nng ca

phn trng by nh, dng ngn tay m rng, thu hp v thao tc trn cc bc nh.

ng ni tuyt tht, c phi ng kinh hong khng?[8] Jobs c v nh tht s thch

th vi cc chc nng mi v, nh ng thng cho thy khi biu din mt sn phm

mi, chng khc g mt a tr trong ca hng bn ko.

Vui cng biu din

ng qun vui thch khi biu din. Chc chn Jobs l nh vy. ng kt thc

bi biu din iPhone bng cch s dng Google Maps trn thit b. ng tm mt ca

hng Starbucks San Francisco gn khu Moscone Ty, ni din ra cuc hp. Mt

danh sch ca cc ca hng c ph Starbucks hin ra trn in thoi, ri Jobs ni, ta

hy gi h xem sao. Mt nhn vin Starbucks nhn li gi v ni: Xin cho, y l

Starbucks. Ti c th gip g c ?
 Jobs ni: vng, ti mun bt u bng cch mua bn nghn ly c ph sa. Khng

ch a chi thi. Nhm s ri, xin tm bit. [9] Cuc trao i ny lm mi ngi

ph nn ci. Jobs gi a n Starbucks nh mt phn ca bi biu din. Jobs

vui thch nhiu khi tung ra nhng sn phm mi v nhit tnh ca ng nhy t sn

khu xung khn gi lm cho ai ai cng b ly theo. Chnh v ng lm tr vui m

ngi ta mi thch nghe ng ni chuyn.

y c dng biu din
cho mt ngi dn chng trnh TV

Ti lun tm mt nh truyn thng nh Jobs, ngi lm ht sc mnh v to

ra nhng cch li cun khn gi. Ti him khi thy mt ngi dng nhiu
biu din hn mt doanh nhn tr ng thi l ngi dn chng trnh
, Marco Montemagno.

Montemagno thng ni v vn vn ha Internet, ch cho ngi xem

ti sao phi s dng Internet m khng phi s st g c. ng trnh by vi
nhng nhm khn gi ng n ba nghn ngi cc ni nh Rome, Milan
v Venise. V phn ln khn gi ca ng l nhng ngi cha bit g v
mng Web, ng dng nhng t ng m ai ai cng hiu c (vng, bn
phi bit ting ). Cc hnh chiu ca ng tht gin d v bt mt; thng
ng ch dng nh chp, hot hnh v video. Nhng iu Montemagno khc
vi phn ln cc din gi khc l s lng nhiu v k cc dng biu
din v cc bi biu din ca ng. Sau y l ba hng dn theo ng to
ra nhng pht giy sinh ng:

1. Cho khn gi mt vic g h lm. Khn gi ca Montemagno

c giao bt v giy trc khi h ngi xung gh. Trong khi thuyt
trnh, ng thng ngh h ngonh sang ngi bn cnh v v chn
dung ca ngi y ch trong ba mi giy. Sau y ng yu cu h vit
ln giy tn bi ht hay cun phim m h a thch nht, v vn vn. Ri
chuyn t giy n nhng ngi khc, c nh th cho n t giy
c chuyn tay n nm ln. Cui cng mi ngi v nh mang theo mt t
giy thuc mt ngi khc. Bi tp ny c mc ch l chng minh thng
tin c chia s th no gia cc c nhn trong mt mng li.

2. Yu cu mt ngi no y ln sn khu. Trong cc phn khc ca bi

thuyt trnh, Montemagno s yu cu mt tnh nguyn vin ln sn khu vi
ng. Trong mt bi tp, ng ngh ngi ny gp mt ci o phng. Phn
ln lm xong sau hai mi giy v gp o theo kiu c in. Khi h lm
xong, ng cho h xem mt on video trn Youtube vi mt ngi biu din
gp o ch trong nm giy. Montemagno lm li thao tc trong ting v tay
ca khn gi. im m ng cn nhn mnh l Internet c th gio dc mt
mc su trn mt tr thc, nhng cng c th lm cho cc cng vic tm
thng nht d dng hn.

3. S dng ti kho lo ca mnh trn sn khu. Montemagno trc y l

mt cu th bng bn tm c quc t v ng biu din ti nng c nht
trong cc bi thuyt trnh ca mnh. ng mi mt cu th chuyn nghip
khc ln sn khu v hai ngi chuyn bng qua li nhanh chng v khng
tn sc lc. Trong khi h chi bng bn, qua mt b ng nghe khng dy
eo trn u, Montemagno so snh bng bn vi Internet.

Steve Jobs a cc thuyt trnh ln mt hnh thc ngh thut, nhng c t

ngi trong chng ta bao gi gii thiu mt sn phm lm thay i th
gii nh mt my tnh mi mang tnh cch mng. iu ny li cng l l do
v sao phi tm mt phng php mi, hp dn thu ht ngi nghe. Mun
xem cc video ca Montemagno khi tc nghip, hy ln trang mng http://
Montemagno.typepad.com.
 C mt th d khc quan trng khc v chuyn Jobs thch th vi cc bi biu
din l khi Jobs chp vi bc nh ca mnh khi gii thiu mt chc nng tn l Photo
Booth ngy 12 thng Mi, 2005. Photo Booth l mt ng dng phn mm dng
my chp nh Webcam chp nh v quay phim.

Jobs ni: By gi, ti mun gii thiu Photo Booth vi cc bn. y l mt

cch khng tng tng c vui a. Ti c th tip tc v chp nh chnh
mnh. Jobs nhn thng vo my chp hnh gn trong my tnh v mm ci vi giy,
bc nh ca ng c chp v hin ln mn hnh. ng ni: C p khng? ti
cho cc bn xem mt vi tc ng rt hay. Jobs bt u chp vi bc nh hi hc
ca mnh s dng cc chc nng nh Thermal, X-Ray, v Andy Warhol. Jobs mm
ci v xoa hai tay vo nhau ri ni: Nhng li cn hay hn. Chng ti quyt
nh gn vo cc hiu ng cho cc bn tr. [10] Jobs chp thm cho mnh nhiu nh
na v phn mm lm bin dng mt ng thnh nhng hnh th rt vui nhn bp li,
n ra v lm cho hnh nh b mo m. Khn gi r ln ci trong khi Jobs tn hng
nhng giy pht thch th.

Tp trung ln ch mt th
Mi sn phm hay ng dng mi ca Apple u c nhiu tin ch v chc nng
i km theo, nhng Jobs thng ch nhn mnh n mt th. Ta c xem nh l mt
on phim qung co chc gho khn gi bng cch ch trnh ra phn hay nht. Nu ai
mun c tri nghim y th phi xem ht cun phim.

Ti WWDC thng Mi nm 2007, Jobs dnh phn ln thi gian thuyt trnh
chnh bn v OS X Leopard, nhng nh thng l ca ng, ng c thm mt
chuyn ny na cho khn gi. Jobs gii thiu Safari cho Windows, phn mm trnh
duyt sng to nht th gii v nhanh nht trn Windows. Sau khi ni vi khn gi l
ng mun cho h xem b trnh duyt mi, ng bc sang bn phi ca sn khu, ngi
trc mt my tnh, v bt u bi biu din. ng ni vi c ta l iu ng mun cho
h thy l tc ca Safari khi so snh vi Internet Explorer (IE 7).

Mn nh biu din cho thy hai b trnh duyt bn cnh nhau. Jobs ng thi
ti v cng mt lot cc trang mng ln c hai. Safari thc hin cng vic ny trong
6,64 giy, trong khi IE7 mt 13,56 giy mi lm xong cng mt vic. Jobs kt lun:
Safari l b trnh duyt nhanh nht trn Windows. [11] C bi biu din ch ko di
cha y ba pht. N c th ko di hn, nhng Jobs la tp trung vo ch mt th.
ng khng lm cho khn gi b qu ti. Cng nh khi ng loi b cc iu rm r
trn hnh chiu, cc bi biu din ca ng khng c nhng thng ip lc ra ngoi ch
.

Nm 2006, Jobs thm mt chng trnh cung cp m thanh cho GarageBand,

mt cng c gn vo chui ng dng iLife ngi s dng d dng to ra v phn
pht cc ni dung truyn thng. Jobs ni: Chng ti thm rt nhiu th vo
GarageBand, nhng ti mun tp trung vo mt th trong biu din ngy hm nay, v
y l thm mt i pht thanh cho GarageBand. Chng ti ngh rng GarageBand
nay l cng c tt nht trn th gii xy dng chng trnh cung cp m thanh
PodCast. Tht tuyt vi. ti tip tc v biu din cho cc bn xem.

Thm phn hp dn
cho cc cuc hp trn mng

Mi pht c n by mi cuc hp mi trn mng vi cc nn tng phn mm

nh WebEx, theo Cisco, cng ty ny mua li cc dch v hi ngh trn mng.
Cc hi tho trn mng webinar c a thch v cc cng c hp tc nh
WebEx, Citrix GoToMeeting, Adobe Connect, v Microsoft Office Live
Meeting, s cho php cc bn thm phn hp dn vo cc bi biu din. Th d
bn c th to ra nhng cuc thm d kin v c c tr li ngay lp tc.
Cc nh bn hng chuyn nghip c th c mt bi biu din trc tip cho mt
sn phm trn my tnh v, nu bt, v tr vo cc vng ngay trn mn hnh.
Hn th na, cc nh chuyn nghip bn hnh y cng c th a chut iu
khin cho khch hng hay ngi mua hng tim tng, cho khch hng u
kia nhn, s m v c cm gic v sn phm. Cc biu din l nhng nhn t
quan trng trong bt k thuyt trnh no, ngoi mng hay trn mng.

Jobs bc sang pha phi sn khu, ngi xung v to ra mt chng trnh thu
thanh theo bn bc. Trc ht, ng ghi li rnh m thanh v c rt nhiu vui a vi
vic. n cng c ln ngng ghi v lm li t u v khn gi lm ng ci sc sa.
Jobs ghi cu sau: Xin cho, Ti l Steve. Chc mng bn n bui pht thanh hng
tun ca ti mang tn Tin n Siu Mt ca Apple vi nhng tin n nng hi nht
v cng ty ca chng ti. Ti c vi ngun ng tin cy trong Apple, v y l iu ti
nghe c: chiu iPod sp ra i s rt ln, nng bn kilo vi mng hnh mi inch!
Vy nh th l cho hm nay. Hn gp li tun sau.
 Sau khi vui a thc hin bui ghi m. Jobs qua ba bc tip theo, cho khn
gi thy lm th no gn hnh minh ha v nhc nn vo bn ghi m. Xong ri, ng
cho nghe chng trnh thu thanh v ni: Hay qu, phi khng? y l phng thu
thnh c gn vo GarageBand. [12]

D Jobs thc hin mt bi biu din hay v phng thu thanh, n khng th
cnh tranh vi bui ra mt ca GaragreBand nm 2005: Hm nay, chng ti cng b
mt th tuyt hay: mt chng trnh ng dng th nm nm trong gia nh iLife. Tn
n l GarageBand. GarageBand l g? GarageBand l mt cng c chnh phc v cho
m nhc, nhng n li dng cho mi ngi. Ti khng l nhc s cho nn gip ti
biu din GarageBand, chng ti mi mt ngi bn l John Mayer ln gip [13]
Jobs ko gh ngi sau mt my tnh v Mayer ngi xung trc mt bn phm nh
cm vo my tnh Mac. Trong khi Mayer chi n, Jobs thao tc ting n piano
ging ting guitar trm, hp xng, guitar hay cc nhc c khc. Sau Jobs t
xung nhiu ng ghi m lm cho ting nhc nh ca mt ban nhc. ng cn thn
gii thch nhng g ng lm mi bc, cho khc gi thy l to ra mt tri nghim
nh phng thu m nhc th khng kh g.

Jobs phi trnh din tp bui biu din trong nhiu gi ng trng ging
nh mt nhc s chuyn nghip. Tuy nhin, Jobs bit l ng khng bit nhng g v
i khi, nh trong trng hp GarageBand, ng thy hp l hn l mi mt ngi bn
ngoi ni chuyn trc tip vi khn gi.

Yu t bt ng
Jobs lm cho cc nh thit k phn mm ngc nhin khi ng cng b mt
chuyn tip c n i t lu nhng cng c ph nhn nhiu l s chuyn
tip t con chip IBM/Motorola PowerPC sang cc b x l ca Intel. Ti hi ngh
WWDC nm 2005, ng a ra cng b v Jobs tha nhn l mt th thch ln nht s
l lm sao cho h iu hnh OS X chy tt trn cc con chip Intel. a vui vi khn
gi, ng ni rng h iu hnh OS X trong nm nm sng mt cuc i hai mt
v b mt pht trin chy c trn cc b x l PowerPC v Intel, phng khi xy
ra bt trc. Jobs ni, kt qu l Mac OS X ang ca ht trn cc x l Intel.
 Ch c thua John Mayer

L tt nhin l bn s khng yu cu John Mayer chi nhc trong bui trnh din
sp ti ca bn, nhng nn ngh n mt cch sng to vi ti khn gi mc
tiu ca bn. Ti c ln xem mt doanh nhn rao hng bn dch v mng mi
ca mnh cho mt nh u t mo him San Francisco. Dch v ny nhm vo
gii tr nn tht khng hp khi n li c biu din bi mt doanh nhn trc t
tun. Thay vo y ngi sng lp cng ty gii thiu cng ty ca mnh ri giao
phn biu din cho hai ngi tr tui (mt trai, mt gi) hai ngi ny ni v tri
nghim ca mnh vi trang mng v h c bit yu thch n. Bi biu din c
o, hp dn v cui cng thnh cng.
 Kt ni vi ba loi hc vin

Cc bi biu din gip cho din gi c mt s kt ni trn cm xc vi tt c

cc loi hc vin trong c ta: loi nhn bng mt, loi nghe bng tai v loi
thch vn ng.

Hc vin nhn bng mt. Khong 40% trong chng ta l nhng hc

vin nhn bng mt, nhng ngi hc qua th gic. Nhm ny gi li c
nhng thng tin rt bt mt. Mun vi ti cc hc vin nhn bng mt, hy
trnh vit qu nhiu trn mn nh. Hy to ra nhng hnh chiu t ch nhiu
hnh. Nn nh rng cc c nhn thch hnh ng trn nhng thng tin h thy
c lin quan n mnh, nhng gn kt c vi nhng g h khng tip thu
c. Cc hc vin nhn bng mt gn kt qua th gic.

Hc vin nghe bng tai. Nhng ngi ny hc qua thnh gic. Loi
ny gm t 20 n 30% thnh gi ca bn. Nhng c nhn hc qua thnh gic
s thu hoch nh li ni v cc k thut hng bin ni n trong Cnh 3.
hu thun cho cc thng ip quan trng ca bn hay k cc chuyn c nhn
hay s dng cc th d quan trng.

Hc vin thch vn ng. Nhng hc vin ny hc bng cch hot

ng, i li, s m. Ni ngn gn, h phi vn ng chn tay. Ngi lu l h
chn. V vy, hy ghp vo bi thuyt trnh ca bn nhng hot ng li
ko loi hc vin thch vn ng: cho h chuyn tay nhng vt liu nh Jobs
lm vi chic khung nhm, cho h c nhng bi tp vit, hay cho h tham
gia vo bi biu din.

Lc y. ng p mnh vo thnh gi bng cu ni bt ng: Tht ra, h thng

ti ang dng..." Ging ng nh dn, ng n mt n ci ranh mnh, v thnh gi ph
ln ci khi n thp xung ni v h thng ang chy trn x l Intel. "Chng ta
hy nhn qua mt cht", Jobs va ni va i qua mt bn sn khu. ng ngi xung
v bt u khm ph nhng chc nng c in ca my tnh, nh lch ngy thng, th
in t, hnh nh, trnh duyt v xem phim, ti d liu v lm vic nhanh chng v d
dng khng mt nhc. Sau hai pht biu din, ng kt lun:"y l Mac OS X chy
trn Intel." [14]
 S ra i ca iPhone nm 2007 cng cho Jobs mt bui thuyt trnh ng ghi
nh. ng cho khm gi thy l h c th nghe bng cch no bi nhc a thch ca h
bng cch chi mt bi ng thch trong The Red Hot Chili Peppers. Mt c in thoi
n lm gin on bi nhc v trn in thoi hin ra hnh ca Ph ch tch Apple ph
trch tip th, Phil Schiller. Jobs tr li v ni chuyn vi Schiller lc y ng trong
phng tay cm mt in thoi khc. Schiller xin mt bc nh, Jobs ly bc nh v gi
qua th in t, xong ri tr li nghe bi ht. Jobs tht c ti ng kch. ng a ra
va lng kch tnh lm cho bui din thm sinh ng.

Ngi ng la ca ng TG

Ti hng Cisco, Jim Grubb ng vai tr ngi ng la ca TG John Chambers.

Chc v ca Grubb trn danh ngha l Nh biu din chnh. Gn nh trong mi bi
thuyt trnh ca Chamber u c mt bi biu din, v Grubb l ngi Chambers
nh ti trong khong 60 s kin t chc mi nm. Cisco xy dng mt kch bn sn
khu vi y c bn gh v dng biu din: c th l mt phng lm vic, mt
ca hng bn l, mt cn phng t gia. Trong mt bi biu din ti Trin lm
Consumer Electronics (CES) nm 2009 Las Vegas, Chambers v Grubb gi n
mt bc s mt ni ho lnh cch xa hng nghn cy s v nh k thut
TelePresence ca Cisco, bc s chn on trn mng v k thut cho php ngi
khc xa nh th h ang trc mt bn.

Chambers thch chm chc Grubb vi nhng cu nh: "Anh c hong s khng,
Jim? Anh trng c v hi cng thng y." Phn ln cc cu khi hi gia hai ngi
u c trongg kch bn nhng vn bun ci v Grubb ch hi nhch mp, ci tr
v tip tc lm biu din - mt ngi hon ton chn tht. Grubb hc nhc v kch
trng i hc. Din xut tinh t ca ng phn nh trnh o to ca ng. Mc d
ng t v thoi mi, nhng ng v cng s ca mnh dnh rt nhiu gi trong
phng th nghim tp luyn v ng th, khng nhng ch n gin ha cc k
thut phc tp trn mng lm cho chng d hiu trong cc bi biu din mi lm
pht m cn lm cho n thnh cng th trng khi gin!
 CH THCH CA NH O DIN

Xy dng mt bi biu din sn phm trong giai on ln k hoch

thuyt trnh ca bn. Gi sao cho bi biu din ngn gn, hp dn v c
thc cht. Nu bn c th gii thiu thm mt ngi khc trong nhm
ca mnh tham gia vo biu din th nn lm nh vy.
C nhit tnh vi bi biu din. Nhng din vin ni cu hi hc ch c
tc dng nu bn c nhit tnh vi bi biu din. Cng tng t nh th,
hy c nhit tnh vi bi biu din nht l khi sn phm ca bn khng
h c gi tr g v gii tr. Hy vui a vi biu din.
Cung cp mt ci g cho mi loi hc vin trong khn gi ca bn: th
gic, thnh gic hay a hot ng.
 CNH 13
M ra mt pht giy
"KINH NGC"

Ngi ta s qun i nhng g bn ni, ngi ta s qun

i nhng g bn lm, nhng ngi ta s khng bao gi qun
nhng cm gic bn mang n cho h.
MAYA ANGELOU

i nhn vin vn phng ai ai cng nhn thy mt phng b giy mu

M nu. Nhng nu phn ln xem cc phong b mu nu nh mt phng tin

trao i ti liu th Steve Jobs li xem nh mt giy pht ng ghi nh
lm cho khn gi ca mnh kinh hong.

Thng Ging nm 2008, ng ni: "y l mt chic MacBook Air, n mng

n ni c th nht vo trong mt ci phong b m cc bn thy trong vn phng." Ni
xong, Jobs bc sang mt bn sn khu, nht mt ci phong b y ln v rt ra mt
my tnh xch tay. C ta v tay cung nhit trong ting bm my v nh sng n
chp ca hng trm my nh trong phng. Ging nh mt ngi cha hnh din gii
thiu mt a con mi cho i, Jobs nng chic my tnh ln qu u mi ngi
chim ngng. ng ni: "Bn c th cm thy n mng chng no. N c mt bn
phm mt na kch thc v mt mng hnh c kch thc. C tht k l khng? y
l my tnh xch tay mng nht th gii." [1]

Bc nh ca Jobs rt my tnh ra t ci phong b l hnh nh c a thch nht

trong c s kin v c ng ln nhiu t bo, tp ch v trang web ln. khi Jobs rt
chic my tnh ra t phong b, ngi ta nghe ting kinh ngc trong hi trng. Bn
bit r phn ln ngi nghe hm y ngh g "Tri i. Mng qu!" Bn tin ca ABC
cho bit, "Chic Macbook Air c kh nng nh hnh li cho ngnh cng nghip ch
to my tnh xch tay. Chic my tnh nm gn trong mt phong b vn phng bnh
thng my nu, Jobs trnh ra mt tit mc c hoan nghnh ti hi
 Hnh 13.1

Jobs nng chic MacBook

Air sau khi trnh trng rt
n ra t mt phng b mu
nu c thng dng trong
vn phng.

ngh thng nin v nhng sn phm ca Apple." [2] Tit mc ny c ln k

hoch t trc. Rt lu trc khi Jobs thc hin mn trnh din lm chong vng ny
trc cng chng, nhiu bi thng co bo ch c pht ra, v c nhng qung
co cho thy mt bn tay rt my tnh ra t mt phong b mu nu. Pht giy "kinh
ngc" c a vo kch bn gi ra mt phn ng y cm xc; bi thuyt trnh
l mt v kch.

a mt bui gii thiu sn phm

ln thnh mt ngh thut
Ngy 24 thng Ging, nm 2009, Macintosh k nim ngy sinh ln th hai
mi lm. Chic my tnh Macintosh ca Apple pht minh tr li ngnh my tnh
c nhn trong nhng nm tm mi. Mt my tnh vi mt con chut v mt giao
din ha cho ngi s dng l mt chuyn i ln i vi nhng giao din c lc
y ang thnh hnh vi nhng dng ch lnh. My Mac d s dng hn nhiu so vi
nhng g IBM c lc y. Vic ra i ca Mac cng l mt trong s nhng t tung
sn phm ra th trng c ch nhiu nht lc y. S tit l sn phm ny c
thc hin mt phn t th k trc y trong mt cuc hp ca cc c ng Apple t
chc ti Trung tm Flint ca trng i hc De Anza, nm gn tr s Apple. Tt c
2.571 ch u c ngi ngi gm nhn vin, cc nh phn tch, cc c ng, gii bo
ch, ai ny thp thm v phn khi.
 Jobs (mc qun mu xm, o veste vi khuy cho, tht n con bm) khai mc
cuc trnh din vi mt cu ni ca ca s ng a thch nht, Bob Dylan. Sau khi m t
cc chc nng ca chic my tnh mi, Jobs ni: "Tt c sc mnh ny nm gn trong
mt ci hp ch to v nng bng mt phn ba chic IBM PC. Cc bn va xem hnh
nh ca Macintosh. By gi ti mun trnh ra chnh chic Macintosh. Tt c nhng
hnh nh cc bn sp xem trn mn hnh ln l t ci ti ny m ra." ng ch vo mt
ci ti vi t gia sn khu. Sau khi ngh mt lc, ng bc vo gia sn khu v
ko t ci ti chic my tnh Macintosh. ng cm in, y vo my mt a mm, v
ng sang mt bn. n tt ht, nhc bt u nh bi Vangelis trong tp Chariot of
fire, v mt lot hnh nh xut hin trn mn hnh (MacWrite v MacPaint, cung cp
min ph theo Mac). Khi nhc tt dn, Jobs ni: "Vy l gn y chng ta ni kh
nhiu v Macintosh, nhng hm nay l ln u tin, ti mun Macintosh t gii thiu
mnh." Sau cu gi y, Macintosh ni vi mt ging tng hp bng k tht s:

"Xin cho. ti l Macintosh. Chc chn l ra khi ci ti y ti sung sng lm.

Ti khng quen ni trc cng chng, nhng ti mun chia s vi cc v mt cu
chm ngn m ti ngh n khi ti gp mt my tnh ln IBM ln u tin: ng bao
gi tin mt my tnh m mnh khng nng ln c. R rng l ngay by gi ti ang
ni, nhng ti mun ngi xung lng nghe. V vy, ti v cng hnh din c gii
thiu vi cc v, mt ngi m ti xem nh cha : Steve Jobs." [3] Khn gi cung
nhit ng c dy, v tay hoan h. Cho my Macintosh t gii thiu l mt k thut
sng sut c ting vang v qung co. Hai mi lm nm sau, on video ca
YouTube chiu li gii thiu y c xem n na triu ln. Jobs to ra mt
khonh khc ng ghi nh m ngi ta cn nhc n hng thp k sau. Mt tit mc
c tn thng tht s.

Mt ch
B quyt to ra mt khonh khc ng ghi nh l xc nh c mt th -
mt ch duy nht - m bn mun khn gi nh mi sau khi ra v. Thnh gi ca bn
khng cn xem li ghi chp, hnh chiu, hay bn sao ca bi thuyt trnh nh li
mt th. H s qun i nhiu chi tit, nhng h s nh 100% nhng g h cm nhn
c. Ta hy nh li iu c nht m Apple mun bn bit v MacBook Air: l
my tnh xch tay mng nht th gii. ng l th. Mt khch hng c th bit nhiu
hn khi ln trang mng hay thm ca hng ca Apple; bi thuyt trnh l ct to ra
mt tri nghim v lm sng li mt tiu . N nh vo mt si giy rng buc trn
mt tm l ca ngi nghe.

Jobs c mt thng ip chnh m ng mun a ra vi chic iPod u tin: n

nht mt nghn bi ht vo ti bn. Thng ip tht n gin v nht qun trong cc
bi gii thiu, cc thng co bo ch, v trn trang web ca Apple. Tuy nhin, n ch
l mt tiu cho n khi Jobs thi vo s sng cho n vo thng Mi, 2001.

Cng nh mt nh son kch dn dng sn khu rt sm v dn dn tit l ct

chuyn, Jobs khng bao gi cho ra khong khc ln nht ngay t lc nhp . ng
xy dng v kch, ln sn khu gii thiu iPod, v t t, thm mm thm mui vo
thng ip cho n khi ng nh c mnh nht.

Jobs ni: "iu hay nht ca iPod l n cha c mt nghn bi ht."

"C c c th vin m nhc ca bn mi lc l mt bc nhy lng t

trong vic nghe nhc." (Mt chic my cha mt nghn bi ht cha phi l c o
lc y; tin ln l nhng cu sau.) "Nhng iu hay nht v iPod l c th vin m
nhc nht trong ti bn. N v cng d mang theo. Ipod ch c kch thc ca mt c
bi." Hnh chiu ca Jobs cho thy hnh mt c bi. "N ch rng 6 cm. N di 10 cm.
N ch nng 184 gram, cn nh hn phn ln cc in thoi di ng m bn c trong
ti hin nay. l iu ng ch nht v iPod. N siu di ng. y l iPod." Jobs
cho xem mt lot nh. ng vn cha cho xem chnh chic my y. "Tht tnh l ti c
mt chic ngay trong ti ti!" Jobs rt mt chic t trong ti ra v gi n ln cao, khn
gi hoan h. ng c th chi li bc nh. ng kt lun "Chic my nh l k ny
cha n mt nghn bi ht v n nm gn trong ti ca ti." [5]
T ghi ch trong tr c

Nh khoa hc John Medina vit, "Tr no khng ch n nhng g nhm chn.

N quan tm n cc "s kin y xc cm". Medina gii thch " Hch hnh nhn
ca n c y cht truyn dn thn kinh dopamine... Khi tr no pht hin mt s
kin nhiu xc cm, hch hnh nhn s tit dopamine vo h thng. V dopamine
h tr tr nh v vic x l thng tin rt nhiu, nn bn c th ni l t ghi ch
vit "Hy nh ci ny".[4]

Theo Medina, nu bn c th bt tr no b nhiu ghi ch ha hc vo mt tng

hay mt thng tin, th th y s c "x l mnh m hn" v d nh hn. Nh
bn c th tng tng ra, khi nim ny cng p dng cho c cc chuyn gia
trong kinh doanh cng nh cho cc thy gio v cc bc cha m.

Tiu ca bi bo trn t New York Times vit: "1.000 bi ht trong ti bn."

Jobs khng th vit mt tiu hay hn. Tht ra, chnh ng vit n! ng to ra mt
s kin y cm xc a tiu vo trong v no pha trn, ni nhn dopamine
trong u cc thnh gi ca mnh.
Nm mt qu bom cho n
Nm 1997, Jobs tr li Apple lm TG lm thi. Hai nm ri sau, ng b c ch
lm thi trong chc danh ca mnh. Thay v ch n gin thng bo tin y qua mt
thng co bo ch nh phn ln cc TG lm, Jobs to nn mt s kin vi chuyn
y.

Cui hai gi thuyt trnh ngy 5 thng 1, 2000, Jobs ni, gn nh ni mt

mnh, "Cn mt chuyn ny na." Nhng ng khng a ra tin ngay. ng lm cho
mi ngi mong i. Trc ht, Jobs cm n mi ngi Apple cng tc trn
chin lc Internet m ng va ni n trong bi thuyt trnh, ngh mi ngi ng
dy v tay. ng cng cm n trc cng chng cc hng v ha v cc hng qung
co ri ng mi tung tin ln.

"Mi ngi Apple lm vic rt mt nhc trong hai nm ri qua. Trong

thi gian y, ti lm TG ln thi. Ti c mt cng vic khc Pixar vi chc v
TG m ti rt thch. Ti hy vng sau hai nm ri y chng ti chng t cho cc
c ng Pixar hay Apple, nhng hm nay ti vui mng thng bo l ti b ci
chc v "lm thi" y ri." Khn gi nh in cung ln, nhiu ngi nhy ln gh,
h ht, la li v hoan h nhit lit. Jobs t ra khim tn v ni rng ng khng xng
ng l ngi lm cho Apple hi sinh. "Cc bn lm ti cm thy k l, bi v hng
ngy ti n lm vic v c cng tc vi nhng ngi ti gii nht trn hnh tinh.
Ti xin thay mt tt c nhng ngi ca Apple nhn nhng li cm n ca cc
bn." Jobs kt lun nh th. [6]

K ra nhng cu chuyn ng ghi nh

Mt khonh khc ng ghi nh khng cn phi l mt thng bo v mt sn phm

mi. (D sao th t ngi trong chng ta cng s c th thng bo nhng sn phm t
bin nh my iPod). Mt vic nh cu chuyn c nhn cng c th rt ng ghi nh.
 Trc y, ti gip cho mt cng ty ln chuyn trng cc sn phm sch. Cc
lnh o cng ty ang chun b mt bi thuyt trnh v a ra y ry con s
thng k lm cho tr no ngi nghe c th t lit i v cc sn phm hu c tt
hn rau qu trng theo

phng php thng thng. Cc thng k c nhng c s lm hu thun nhng

khng c nhng s kin gy xc ng, cho n khi c mt bc nng dn n gp
ti v k cho ti nghe mt cu chuyn sau:"Carmine ny, khi bc lm cho mt
trang tri bnh thng, bc v nh th my a tr con ca bc thch chy n hn
bc nhng chng khng lm c. Cha phi i tm v qun o ca bc phi
a i git v ty trng. Ngy nay, bc c th bc ra t cnh ng rau dip v
m hn cc con bc, v trn ngi bc khng c cht c c th c hi cho
chng." Nhiu nm sau, ti khng cn nh cc thng k m cng ty ny a ra,
nhng ti vn nh cu chuyn. Cu chuyn tr thnh nt ni bt y cm xc
trong bi thuyt trnh.

Nhng sn phm mang tnh cch mng lm

thay i mi th
Hai mi su pht sau khi bt u bi thuyt trnh chnh ti Macworld 2007,
Jobs mi xong phn ni chuyn v Apple TV. ng ung mt ngm nc ri bc vo
trung tm sn khu, khng ni mt li trong mi hai giy. Ri ng k mt cu
chuyn dn n mt thng bo sn phm ln nht trong lch s ngnh my tnh.
Chng ta bn n nhiu on trong bi thuyt trnh ny, k c vic Jobs s dng
nhng tiu v lut s ba. Trong cuc tho lun ny, chng ta hy xt n mt on
di ca phn khc ny. Nh cc bn thy trn trch dn Bng 11.3, Jobs ngng mt
thi gian trc khi a ra ci tin c th lm lung lay c ngnh cng nghip v thay i
cch m hng triu ngi ni vo Internet khi ang di ng. [7]

Mt khi trn ci ca khn gi lng xung, Jobs dnh thi gian cn li ca bi

thuyt trnh gii thch v cc hn ch hin c ca cc in thoi di ng thng minh
ang s dng, gii thiu chic iPhone tht s v im qua cc chc nng chnh ca
n. Nhng ai theo di ton b bi thuyt trnh chc s ni vi bn l ba pht vo
m t trong bng trn l phn ng ghi nh nht trong ton b bi din vn chnh y.
 BNG 13.1

TRCH DN T BI THUYT TRNH CA JOBS

TI MACWORLD 2007

Li ca Steve Hnh chic ca Steve

"Ti mong i ngy hm nay t hai Hnh nh biu tng Apple
nm ri nay. i khi, c mt sn phm
mang tnh cch mng n lm thay i
mi th. Tht l may mn khi ngi ta c
th lm vic trn ch mt sn phm y
trong s nghip ca mnh. Apple rt
may mn. Cng ty c th gii thiu
trn th gii vi sn phm nh vy."
"Nm 1984, chng ti gii thiu nh Macintosh trn ton mn hnh; con
Macintosh. N khng ch lm thay i s "1984" xut hin trn gc tri pha trn
Apple. N lm thay i c ngnh cng cnh bc nh
nghip my tnh."
"Nm 2001, chng ti gii thiu chic nh chic iPod u teien trn ton mn
iPod u tin. N khng ch lm thay i hnh, con s "2001" xut hin trn gc
cch chng ta nghe nhc; n cn thay i tri pha trn
c ngnh cng nghip m nhc."
"Vng, hm nay chng ti gii thiu ba Tr li nh biu tng Apple
sn phm cch mng thuc loi ny."
"Sn phm th nht l mt iPod mn hnh Ch mt nh hnh chiu l mt hnh m
rng v iu khim chm." thut ca iPod vi dng ch di bc nh
"iPod mn hnh ln, iu khin chm"
"Sn phm th hai l mt in thoi di Hnh m thut ca in thoi vi dng
ng mang tnh cch mng." ch "in thoi di ng cch mng"
"V sn phm th ba l mt t ph trong Ch c nh ca mt la bn vi dng ch
cc thit b truyn thng Internet." "t ph trong cc thit b truyn thng
Internet"
"Nh vy l c ba th mt iPod mn hnh Ba hnh xut hin trn cng mt hnh
rng, iu khin chm, mt in thoi di chiu vi cc ch "iPod, Phone, Internet"
ng cch mng, v mt thit b truyn
thng Internet t ph."
"Mt iPod, mt in thoi, mt truyn tin Ba hnh nh quay u
Internet. Mt iPod, mt in thoi, cc
bn hiu khng? Khng phi l ba thit b
ring r."
"Thit b c nht ny, chng ti gi l Gia hnh chiu ch c ch "iPhone"
iPhone."
"Hm nay, Apple pht minh li in Ch c ch "Apple pht minh li in
thoi!" thoi"
"Chnh n y." [C ting ci] Hnh vui hin ra: iPod nhng vi a quay
s

Bn hy ch cch Jobs lm ngi ta hi hp mong i to ra tri nghim.

ng c th d dng ni: "Sn phm sp ti m chng ti mun gii thiu c tn l
iPhone. y l dng my u tin ca Apple trn th trng in thoi thng minh.
y, n trng nh th ny. By gi, cho php ti ni thm v n." Chng c g ng
ghi nh lm, c phi khng cc bn? Tri li, bi gii thiu tht tng cu tng ch
kch thch s thm mun ca khn gi. Sau khi Jobs im qua cc sn phm mang tnh
cch mng trong qu kh, mt tnh gi c th ngh: "Ti khng bit mt sn phm th
ba cng cch mng ny s ra sao. , ti thy ri: jobs sp cng b ba sn phm mi
thuc loi ny. Hay lm. Hy i xem no. C phi l ba khng? Tri i, ng y ch
ni v mt sn phm! Tt c chc nng y ch trong mt sn phm. Ti phi xem n
th no!"

Mi bi thuyt trnh ca Steve Jobs - nhng bi gii thiu sn phm quan trng
v nhng bi t quan trng hn - c ln kch bn th no c mt lc lm cho mi
ngi bn tn. Sn phm nm trung tm sn khu, nhng Jobs ng vai tr o din,
Jobs chnh l Steven Spielberg ca cc bui thuyt trnh doanh nghip. Cc bn nh g
nht t cc phim ca Spielberg? Spielberg lun lun c mt cnh m s gn cht vo
tr nh ca bn trong nhiu nm: Indiana Jones rt sng git mt ngi ma gm
trong Nhng k cp chic hm b mt, cnh m mn trong Hm C mp hay cnh
E.T i gi in thoi v nh. Cng tng t nh th, Jobs to ra nhng khong khc
c th xc nh c cuc tri nghim.

Trong ba mi nm qua, Jobs thay i nhiu th trong phong cch trnh by

ca mnh, k c trang phc, hnh chiu v kiu cch. Nhng qua tt c, c mt iu
nht qun c gi li - l lng yu kch tnh ca ng.
 CH THCH CA NH O DIN

- Hy lp k hoch cho mt khong khc "ngc nhin". Khng cn phi l

mt thng bo t ph. Mt th g n gin nh k mt cu chuyn c
nhn, tit l mt thng tin mi v bt ng, hay a ra mt biu din c th
to cho c to mt khonh khc khng th no qun c. Cc o din
phim nh nh Steven Spielberg i tm nhng cm xc y lm cho ngi
xem phn chn ln, lm cho h ci, hay lm cho h suy ngh. Ngi ta
thm mun nhng khong khc p khng bao gi qun c. hy a
nhng khonh khc y vo bi thuyt trnh. Cng bt ng cng hay.

- Xy dng kch bn cho khonh khc y. Xy dng cc khonh khc quan

trng trc khi trnh ra khn gi. Cng nh mt cun tiu thuyt hay
khng tit l ct truyn ngay t trang u, kch tnh phi c xy dng
trong bi thuyt trnh ca bn. Bn xem phim Gic quan th su ca
Bruce Willis cha? cnh quan trng nht l cui phim - mt thay i m
phn ln khn gi khng thy trc. Hy ngh cch a ra yu t bt ng
vo bi thuyt trnh ca bn. Hy to ra t nht mt khonh khc ng ghi
nh c th lm cho khn gi ngc nhin v lm cho h c phi nhc n
sau khi bi thuyt trnh ca bn kt thc t lu.

- Tp dt cho pht giy quan trng y. ng phm sai lm l to ra mt

tri nghim ng ghi nh ri li tht bi v bn khng thc hin c n.
N phi xut hin mt cch gin gi, trn tru v thoi mi. Hy ch cho
cc bi biu din hot ng tt v cc hnh chiu xut hin ng lc.

-
 GII LAO LN 2
Schiller hc t nhng iu hay nht

gy 6 thng Ging, 2009, Phil Schiller phi m nhn mt trng trch qu

N sc mnh. Schiller nguyn l Ph Ch tch ca Apple ph trch tip th sn

phm trn ton th gii, ng phi thay Steve Jobs c bi pht biu chnh ti
Macworld. (Trc y Apple tuyn b l ln ny s l ln tham gia cui cng ca
cng ty ti s kin ny.) Schiller c vai tr bt hnh l b so snh vi th trng ca
mnh, ngi c trn ba mi nm kinh nghim pht biu trn sn khu ln. Tuy
nhin, Schiller l mt ngi thng minh, ng trnh ra mt bi gii thiu sn phm c
tt c nhng yu t hay nht ca mt bi thuyt trnh c trng ca Steve Jobs. Sau
y l by k thut ca Schiller m chnh Jobs dng trong cc bi pht biu chnh
ca ng: [1]

To ra nhng tiu kiu Twitter. Schiller vo ngay . ng ni vi c

ta:"Hm nay, tt c l ni v Mac." Cu m u ny lm ngi ta nh li
nhng cu m u ca Jobs trong hai t Macworld trc. Cc khn gi nm
2008 c nghe Jobs ni l c mt ci g ang l lng trong khng trung bo
hiu cho bi gii thiu MacBook Air vo nm 2007, Jobs ni l Apple sp lm
nn lch s. ng l vy khi Jobs sau y gii thiu iPhone.

V mt l trnh. Bng li ni, Schiller phc tho mt chng trnh n gin

u bui thuyt trnh ca mnh v cng nhc li sau . Cng nh Jobs s dng
quy lut s ba m t sn phm, Schiller a vo bi thuyt trnh ba chng
loi. "Hm nay ti c ba iu mi l mun ni vi cc bn," (ng va ni va
a ra hnh chiu c vit "3 iu mi"). iu th nht l mt phin bn mi
ca iWork. Cui cng, iu th ba l mt my tnh xch tay MacBook Pro
mi by inch.

T im cho cc con s. Cng nh cp trn ca mnh, Schiller thm cc

ngha vo nhng con s. ng ni vi mi ngi l hng tun c n 3,4 triu
khch n thm cc ca hng Apple. cho cc khn gi thy mt hnh nh
thch hp. Chiller ni: "y l c mi tun li c mt trm hi ngh
Macworld."

Dng cc dng biu din dn cnh sn khu. Biu din ng vai tr

quan trng trong mi bi thuyt trnh ca Steve Jobs. Schiller cng s dng k
thut ny mt cch nhun nhuyn v c hiu qu. Cng nh Jobs s lm nu
ng thuyt trnh. Schiller ngi xung trc mt chic my tnh trn sn khu v
biu din nhiu chc nng mi tr thnh tiu chun trong phin bn iLife v
iWork nm 2009. Ti thch nht l bi biu din Keynote '09 mi, n rt gn
n vic lm cho ngi s dng bnh thng to c nhng hnh chiu theo
kiu Jobs m khng nh n chuyn gia thit k ha.

Chia s sn khu. Schiller khng tham lam chim ot ht sn khu. ng chia

s sn khu vi nhng nhn vin c nhiu kinh nghim hn lin quan n cc
sn phm mi m ng gii thiu. biu din iMovie'09, mt phin bn mi
ca phn mm lm phim, Schiller trnh ra chic MacBook Pro mi by inch,
ng ni pin ca n l b phn sng to nht trong my tnh. gii thch thm,
Schiller cho xem mt on phim video trong ba nhn vin ca Apple m t
cch h ch to ci pin c th chy tm gi mi phi np in m khng lm
cho chic my tnh xch tay to hn, nng hn hay t hn.

To ra nhng hnh chiu bt mt. C rt t li trn cc hnh chiu ca Steve

Jobs v cng c t trn cc hnh chiu ca Schiller. My hnh chiu u tin
khng h c ch vit, m ch l cc nh. Schiller bt u mi khn gi i thm
vi ca hnh Apple mi m trn th gii trong nm trc. Trn cc hnh chiu
ca Schiller khng c du bullet. Khi Schiller trnh by mt danh sch cc chc
nng, ng dng t t chng no hay chng y v thng c hnh nh i theo
ch vit. Bn c th chnh mnh xem cc hnh chiu khi xem bi thuyt trnh
tht trn trang web ca Apple hay vo Slideshare.net. [2]

Hy c mt khong khc "ngc nhin". Theo ng phong cch ca Steve

Jobs, Schiller lm cho mi ngi ngc nhin khi tuyn b "cn thm mt
chuyn ny na" kt thc bi thuyt trnh. ng p dng quy lut s ba nh
ni trn, nhng ln ny cho iTunes. ng ni l c ba iu mi l cho
iTUnes nm 2009: thay i c cu gi c, kh nng ngi s dng iPhone ti
xung v mua cc bi ht trn mng li 3G di ng ca h v tt c cc bi
ht iTunes l khng phi tr DRM (bn quyn). Schiller nhn c mt trang
pho tay ln khi ng thng bo l tt c mi triu bi ht trn iTunes l khng
phi tr ph bn quyn vo cui qu. Schiller bit rng cc bi ht trn iTunes
m khng c DRM th s l mt u ln trong ngy v ng gi li cng
b sau cng. Li tuyn b ny tht s ni ln trn ht trong cc bi tng
thut v thi s sau y.
 HI 3

HON CHNH
V DIN TP
ho n lc ny, chng ta thy Jobs ln k hoch cc bi thuyt trnh ca

C mnh nh th no. Chng ta bn n vic ng hu thun ra sao cu chuyn

ca ng vi li ni v hnh chiu. Chng ta xem cch ng tp hp cc din
vin, to ra cc bi biu din, v gy n tng vi c ta ca mnh bng mt khong
khc trnh din sinh ng khin cho mi ngi knh s. Cui cng, chng ta s xem
cch hon chnh v din tp bi thuyt trnh ca Jobs gy mt mi lin kt trn mt
tnh cm vi khn gi. Bc cui cng ny l cn thit cho nhng ai mun ni, i li,
v mang sc thi ca mt nh lnh o. Hy duyt trc cc cnh trong hi ny:

- Cnh 14:"Lm ch s hin din trn sn khu". Cch bn ni nh th no

trn sn khu cng quan trng nh nhng g bn ni. Ngn ng bng iu b
hay bng li tc ng t 60 n 90% cm gic ca ngi nghe, ty theo bn
trnh ra mt nghin cu no. Cch ni ca Steve Jobs cng mnh nh li ni
ca ng.

- Cnh 15:"Lm nh c v khng mt mi g c,"t din gi din tp nhiu

bng Steve Jobs. Thi gian chun b ca ng c nhng ngi gn gi ng
bit r. Cc nh nghin cu tm ra phi bao nhiu gi tp luyn mi t n
trnh nm vng c mt ti nng no . Trong chng ny, cc bn c th
p dng chng nh th no ci thin ti nng thuyt trnh ca chnh mnh.

- Cnh 16: "Trang phc ph hp." Jobs c mt s la chn trang phc d

dng nht trn th gii: lc no cng ging nhau trong tt c cc bui thuyt
trnh. Qun ng mc th ai ai cng bit v ngay c trong cc chng trnh
truyn hnh "Saturday Night Life" v "30 Rock" ngi ta c mt vi cu ch
giu vui a n ng. Bn s thy ti sao Jobs li n mc nh kiu ca ng th
c m nu bn bt chc th s nghip ca bn c th tiu tan.

- Cnh 17: "Qung kch bn i." Jobs ni vi khn gi ch khng ni vi cc

hnh chiu ca mnh. ng c s tip xc mnh qua nh mt v ng thc hin n
c hiu qu. Trong chng ny, bn s hc cch lm cho ng bn cng c
th qung kch bn i.
 - Cnh 18: "Vui nhn." Mc d chun b rt k lng khi Steve Jobs lm
thuyt trnh, nhng mi vic cng khng lun lun sun s theo ng k hoch.
Khng c g lm Jobs lung cung c, v mc tiu u tin ca ng l sao cho
vui nhn.

CNH 14
Lm ch s hin din trn sn khu

Ti nh b cun bi nng lc v nhit tnh ca Steve.

GIL AMELIO

teve Jobs c mt s hin din ca ngi iu khin. Ging ni, cc c ch, v

S ngn ng iu b ca ng ta ra mt uy quyn, mt s t tin, mt nng lc.

Lng nhit thnh ca Jobs c thy r trong dp Macworld 2003. Bng
14.12 ch ra nhng li ng ni cng nh iu b ca ng khi gii thiu my tnh
Titanium PowerBook. [1] Nhng li ng nhn mnh trong bi thuyt trnh c in
bng ch nghing.

Nhng li m Jobs dng m t mt sn phm r rng l quan trng, v cng

quan trng l cch ng ni ln nhng li y. ng din t hng hn nhng li chnh
trong mi chng, ng li nhn mnh thm nhng ch quan trng nht trong mi cu.
ng c nhng iu b rng ri thm vo li ni. Chng ta hy xem cc ngn ng
iu b v s pht m ca ng mt cch k lng hn trong phn sau ca chng
trnh ny, nhng ngay by gi cch nh gi ti nng tt nht ca ng l mi n mt
din gi m khi so snh vi ng th tht m nht.

"Ai l ci ng c th ghi nh?"

Trong bui gii thiu iPhone ti Macworld 2007, Jobs mi TG Stan Sigman
ca cng ty Cingular/AT&T ln sn khu v ni vi li v s hp tc ca h. Sigman
ln sn khu v ngay lp tc lm tiu tan ht sinh kh trong phng. ng b ngay tay
vo ti v bt u bi ni chuyn ca mnh vi mt ging u u nh nh. Cn d
hn c l khi ng rt ra t ti o nhng th ghi nh v bt u c tng ch trn y.
Kt qu l bi ni chuyn ca Sigman c ngc ng, v ng mt i s tip xc bng
mt vi c ta. ng tip tc nh th trong su pht m c nh ko di na ting ng
h. Cc nh quan st bn chn ch i Jobs tr li.

Mt bi trn blog quc t ca CNN vit: "Sigman cng nhc c t mt kch

bn, lng tng ngng ni tham kho th nh. Tri vi ng, Jobs vi ci li hng
bin vn mc b truyn thng ca mnh, o c l en v qun b bc thch... Jobs
l mt trong nhng ngi c ti n ni nht trong ngnh kinh doanh M, t khi lic
vo mt kch bn v rt nhanh nhn tung ra nhng chuyn hi hc ng khu." Cc
nh vit blog tht tn nhn i vi bi ni ca Sigman. Trong s cc bnh lun: "Ai l
ci ng c th ghi nh?", "Bla, bla, bla" "D n ni lm ngi ta au n"; v "Mt
ngi gy bun ng."

BNG 14.1

BI THUYT TRNH CA JOBS MACWORLD 2003

Li ca Steve C ch ca Steve
"Hai nm trc y, chng ti gii thiu Gi cao ngn tr.
mt sn phm Apple to ra bc ngot.
Chic Titanium Power Book ngay lp tc
tr thnh my tnh xch tay tt nht trong
ngnh. Sn phm c ngi ta thm kht
nht."
"Tt c cc bi bnh lun u ni nh Ko hai tay xe ra, bn tay m ln trn.
th."
"Cc bn c bit khng. Trong hai nm, Tay phi gi ra hai ngn tay.
cha ai ui kp n."
"Gn nh tt c cc bnh lun vin n Tay tri chm khng kh.
nay vn cn ni n l my tnh xch tay
s mt trong ngnh. Cha c my no n
gn st c n."
"iu ny quan trng i vi Apple, v Mt c ch hai tay dang rng.
chng ti tin rng mt ngy no my
tnh xch tay s bn c nhiu hn my
tnh bn... Chng ti mun thay th
my tnh bn bng my tnh xch tay
nhiu hn."
"Nh vy, chng ti lm th no? Sau iu b, hai tay nh mnh t phi sang
na s l ci g? Vng, chic Titanium tri.
PowerBook l mt sn phm to ra bc
ngot, v n s khng bin i. Nhng
chng ti s nng cao n mt cp thu
ht thm nhiu ngi na chuyn t
my tnh bn sang my tnh xch tay."

V chng ti lm nh th no? Chng ti lm vi Dng.

ci ny

Chic PowerBook mi by ins mi. Mt c ch rng khc, tay

dang ra, bn tay m ln trn.
Mt my tnh xch tay mi by ins rt p.

Tht ng kinh ngc. Dng

Khi ng li, n ch dy mt ins Tay tri lm iu b mng.

Chic PowerBook cha bao gi mng nh th ny. Bc sang pha phi sn

ti tip tc v cho cc bn xem. Ti c mt chic khu trong khi vn gi tip
y. xc bng mt vi khn gi.

N l mt sn phm khng th tng tng ni m Cm ly my tnh v m n

chng ti cha bao gi lm ra. ra.

Chic PowerBook mi by ins mi. N tht kinh Cm my tnh ngi ta

ngc. Nhn mn hnh ny. thy mn hnh.

Xem n mng nh th no. Tht kh tng tng ng my li v gi cao n

ni. V n li p na ch. ln.

y r l mt my tnh tin tin nht cha bao gi Ci v nhn thng vo c

ch to trn hnh tinh. Cc nh cnh tranh vi chng ta.
ti vn cn cha ui kp nhng g chng ti tung ra
cch y hai nm; ti khng bit l h s lm g vi
ci ny.

Sigman ri AT&T trong nm y. Macworld.com vit: Nhng c ng vin

ca Apple s nh nht n Sigman nh ngi hon ton ph nhn thuyt Trng
mo m. Thc ti ca Jobs trong mt tnh tit m hn mt na thnh gi ca bi thuyt
trnh chnh ng gt. ng b trng pht sau y l tr thnh tr ci trong khong
99 phn trm cc chuyn khi hi ca Scott Bourne [Bourne l mt bnh lun vin lo
luyn v l mt nh truyn thanh trn mng] vy khi v hu, Stan s lm g? Nghe
u l ng s t chc nhng bui hi tho v ni chuyn trc cng chng cho tr em
ngho.[2]

Sigman lm vic bn mi hai nm AT&T, i t cp thp nht ln n chc

ph trch mng v tuyn ca cng ty. Nhng i vi nhng ngi khng bit n ti
lnh o ca ng th bi ni chuyn ca ng ti Macworld s l di sn i i ca ng.
khng phi li ca Sigman. ng ch cn bt chc s ph l c. V khng may
cho ng, lc y cun sch ny cha ra i gip ng chun b.
Ba k thut ci tin ngn ng iu b
Steve Jobs t chc ti Apple nm 1985 sau khi b thua trong mt cuc chin ti
hi ng qun tr nm quyn iu khin cng ty khi ng u tranh chng TG lc
by gi l John Sculley. ng vng mt trong mi mt nm, v ch tr li khi Gil
Amelio, TG ca Apple nm 1996, thng bo l mua li cng ty NeXT ca Jobs vi
427 triu USD. Amelio vit trong cun On the Firing Line: My Five Hundred Days at
Apple: Ti nh b li cun bi nng lc v nhit tnh ca Steve. Ti nh l ng rt
sinh ng trn i chn ca mnh, nng lc tr tu ca ng hin r khi ng ng ln v
i li, ng tr nn rt din cm.[3]

Jobs ch hi sinh khi ng ng dy v i li trn sn khu. Hnh nh ng c

mt nng lc v b bn. Khi sung sc nht, Jobs lm ba vic m ai ai cng c th v
phi lm ci thin nng lc thuyt trnh ca mnh: ng tip xc bng mt, c mt
dng iu ci m, v c nhng c ch bng tay.

TIP XC BNG MT
Nhng nh truyn thng gii nh Jobs c nhiu tip xc bng mt vi c ta
hn l cc din gi bnh thng. t khi h phi c trn hnh chiu hay th ghi nh.
Jobs khng hon ton loi b cc th ghi nh. Nhiu khi ng c nhng th ghi nh
trong cc bui biu din nhng khng cho ai thy. Phn mm lm thuyt trnh ca
Apple, Keynote, cng gip cc din gi bng cch cho din gi lt nhn th ghi nh
trong khi khn gi nhn hnh chiu ri ngay lp tc hng s ch n ni phi
hng n nhng ngi ang xem hnh chiu.

Phn ln cc din gi mt rt nhiu thi gian c tng ch trn hnh chiu.

Trong cc bi biu din, nhng nh thuyt trnh tm thng mt hon ton tip xc
bng mt. Cc nghin cu cho thy tip xc bng mt thng i i vi lng lng
thin, s tin cy, lng thnh tht, v s tn nhim. Trnh nhn thng vo mt thng b
cho l thiu tin tng v thiu nng lc lnh o. Trnh nhn vo mt l cch tt nht
mt mi dy lin lc vi c ta.

Jobs c th nhn bng mt tip xc cht ch vi ngi nghe v ng tp

thuyt trnh t nhiu tun trc (xem Cnh 15). ng bit chnh xc mi hnh chiu c
g v ng phi ni g khi hnh chiu xut hin. Jobs cng tp dt th ng cng nh ni
dung v cng d lin lc vi c ta. Phn ln cc din gi khng chu tp dt v kt
qu thy ngay.

L do th hai khin Jobs c th nhn c tip xc bng mt cht ch l cc

hnh chiu ca ng rt bt mt. Rt nhiu khi khng c ch trn hnh chiu ch c
nh (xem cc Cnh 8 v 17). Khi c ch th c rt t, i khi ch c mt ch trn mt
hnh chiu. Cc hnh chiu bt mt buc din gi phi a thng tin n nhng ngi
m thng ip hng ti l c ta.

DNG B CI M
Him khi Jobs khoanh tay hay np sau mt bc ging. Dng b ca ng c
xem l ci m. Mt dng b ci m ch n gin l khi khng c mt vt g gia
ng v khn gi. Trong cc bi biu din, Jobs ngi song song vi my tnh nn khng
c g ngn tm nhn ca ng n khn gi hay tm nhn ca khn gi n ng. ng
thc hin cc thao tc trn my tnh v ngay sau y ngonh li khn gi gii thch
nhng g ng va lm, t khi ngt s tip xc bng mt lu. Trong cc thuyt trnh u
tin ca Jobs, nht l trong dp gii thiu Macintosh nm 1984, ng ng sau mt bc
ging. t lu sau , ng b bc ging v t y khng bao gi cn dng na (ngoi
tr bi din vn ti bui l tt nghip ca trng i hc Stanford nm 2005). Xem
Hnh 14.1.

Hnh 14.1 Steve Jobs c tc ng mnh ln khn gi vi tip xc mnh bng mt, c
ch bng tay, v dng b ci m.

C CH BNG TAY
Hu nh vi cu no Jobs cng nhn mnh vi mt c ch b sung cho li
ni. Mt vi hun luyn vin din thuyt kiu c vn dy khch hng ca mnh phi
gi tay bn mnh. Ti khng bit n bt u t u, nhng chnh l n hn t gi
ci i ca bt k din gi no mun cun ht ngi nghe. Gi tay cnh mnh lm
cho bn cng nhc, trnh trng, v tht tnh l hi mt t nhin. Nhng nh truyn
thng xut sc nh Jobs dng c ch nhiu hn ch khng t hn cc din gi trung
bnh. C nhng nghin cu lm hu thun cho quan st ny.

TS. David McNeill thuc trng i hc Chicago l ngi ni ting v nhng

nghin cu rt su trong lnh vc c ch bng tay. T nm 1980, y l nim am m
ca ng. Nghin cu ca ng cho thy c mt mi lin h cht ch gia c ch v li
ni. Tht ra, vic dng cc c ch c th gip din gi trnh by lu lot hn v chng
lm qu trnh suy ngh ca h thong hn. ng ni, vng, tht s l phi c gng mi
khi dng n cc c ch. McNeill nhn thy cc din gi c k lut cao, nghim tc
v t tin u dng cc c ch bng tay, chng phn nh tnh sng sa ca cc suy ngh
ca h - ging nh mt ca s m ra cho qu trnh suy t ca h.

Hy dng cc c ch bng tay nhn mnh cc im ca bn. Tuy nhin cng

nn cn thn, ng cho cc c ch tr nn my mc hay t t nhin. Ni mt cch
khc, ng bt chc Jobs v kiu cch ca ng. Hy l chnh bn. Hy gi tnh ch
thc ca mnh.

Ni c phong cch
Steve Jobs s dng ging ni ca mnh cng hu hiu nh cc c ch. Ni
dung cu chuyn, cc hnh chiu, v cc bi biu din ca ng gy no ng, nhng
cch ni ca ng gi ghm li tt c thnh mt khi. Khi ng gii thiu iPhone thng
Ging nm 2007, ng k mt cu chuyn c thu dt rt tuyt diu, v ging ca
ng a li ng mc kch tnh. Chng ta ni n bi din vn v cc hnh chiu
trong cc chng trc. By gi ta hy tp trung vo cch Jobs ni nhng iu ng
ni. D sao th n cng l c mt khi. Cc hnh chiu p khng c ngha g nu
khng c li trnh by hay i km theo. Mt cu chuyn hay s tr nn nht nho nu
khng bit k.
 ng TG hay nh truyn gio?

ng
t ngi TGchng
trong hay nh truyn
ta c lng gio?
t tin khi ni trc cng chng bng John
Chambers, TG Cisco. Ngi ta thng b chong khi ln u tin nghe
ng thuyt trnh. Nh mt nh truyn gio, ng i i li li trong m
khn gi. ng ch trn sn khu mt hoc hai pht u bui trnh din
trc khi bc xung ch khn gi. Chambers ti ch ngi nghe, nhn
thng vo mt h, gi h bng tn, ngay c t tay ln vai h. t ngi c
t tin ko tay ra.

Ti bit mt s tht l lng t tin ca Chambers c c t nhiu gi tp

dt khng mt mi. ng thuc tng ch trn cc hnh chiu ca mnh,
v ng bit chc chn sau y ng s ni g. Cc nh quan st sau khi
tham d mt bui thuyt trnh ca Chambers u cho l mt tri nghim
ng kinh ngc. Hy lm cho ngi ta kinh ngc. Tp dt trc bi
thuyt trnh ca mnh, v phi rt ch n ngn ng iu b v cch
pht m.

Bng 14.2 minh ha cch ni ca Jobs. N cng t bi gii thiu iPhone nu

Cnh 13, nhng by gi tp trung vo cch ng ni. Cc li m Jobs chn nhn
mnh c vit bng ch nghing trong ct u; ct th hai ghi li cch ng ni k c
nhng lc ng dng li sau mt cu hay mt dng. [4] c bit ch n cch i
ng, cch ngh, v m lng.

Jobs thay i cch ni ca mnh to ra s hi hp, s cun ht v s kch

ng. Khng c g ph hoi tt c cng vic bn lm thit k mt bui ni
chuyn tuyt vi bng vic pht biu mt cch u u, m chc chn l Jobs khng
lm.

BNG 14.2

BI THUYT TRNH GII THIU IPHONE NM 2007

Li ca Steve Cch ni ca Steve

Ti mong i ngy ny t hai nm ri nay. Ngt ging

Thnh thong li c mt sn phm cch mng n lm thay Ngt ging

i mi th.

Apple rt may mn. Cng ty c th trnh ra th gii Ngt ging

mt vi sn phm nh th. Nm 1984, chng ti cho ra i
chic Macintosh. N khng ch lm thay i Apple, n lm
thay i c ngnh cng nghip my tnh.

Nm 2001, chng ti cho ra i chic iPod u tin Ngt ging

N khng ch thay i cch chng ta nghe nhc, n thay i Ngt ging

ton b ngnh cng nghip m nhc.

Vng, hm nay chng ti gii thiu ba sn phm cch mng Ngt ging
thuc loi ny. Th nht

l mt chic iPod mn hnh rng, c iu khin chm. Th Ngt ging

hai

l mt in thoi di ng cch mng Ging to ln

V th ba Ngt ging

l mt thit b truyn thng Internet t ph. Vy l ba th: Ngt ging

mt iPod mn nh rng c iu khin chm, mt in thoi
di ng cch mng, v mt thit b truyn thng Internet t
ph.

mt iPod, mt in thoi v mt thit b truyn thng Ging to dn

Internet.

Mt iPod, mt in thoi cc bn hiu cha? Ni nhanh hn,

ging to hn

Khng phi l ba thit b ring r. y l mt thit b. Ging cn to hn

Ging cn to hn v chng ti gi n l iPhone. na

Hm nay, Apple s pht minh in thoi tr li Ging to nht trong

sut bi thuyt trnh

Ging ca Jobs b sung cho kch tnh ca ct truyn. ng dng nhng th

thut ging nhau trong mi bi thuyt trnh. on ny chi tit ha bn k thut m
Jobs s dng li cun ngi nghe: un ging, ngt ging, m lng v tc .

UN GING
Jobs thay i trm bng bng cch tng ln hay h xung ging ni ca
mnh. Cc bn hy tng tng bi gii thiu iPhone s ra sao nu tt c cc li ca
ng c ni vi cng mt ging. Thay vo , Jobs ln ging khi ng ni, Cc bn
hiu cha? hay Chnh thit b ny y. Jobs c nhng li a thch m t m ng
dng trong nhiu bi thuyt trnh: khng tng tng ni, kinh khng, tuyt vi v
khng l. Cc li y s khng c cng tc ng nu ging ni cng ging nh phn
cn li trong cu. Jobs hay thay i ging ni, lm cho ngi nghe lun thp thm.

NGT GING
Khng c g kch tnh hn l mt ngt ging t ng ch. Hm nay chng ti
gii thiu mt loi my tnh xch tay th ba. Jobs ni vi khn gi ca Macworld
2008. Ri ng tm ngng vi giy trc khi ni tip: N tn l MacBook Air. ng
ngng tip trc khi c tiu : N l chic my tnh xch tay mng nht th gii.
[3]

Jobs khng h vi v trong bi thuyt trnh. ng cho n th. ng thng im

lng vi giy khi cho mt im quan trng ngm vo u thnh gi. Phn ln cc
din gi c nh chy vi cho ht bi. Trong nhiu trng hp, h lm nh th v trong
kch bn, h c nhiu th so vi thi gian cho php. Jobs khng bao gi vi vng.
ng tp dt k bi ni chuyn nn ng c rt nhiu thi gian ni chm li, ngt
ging, v cho thng ip ca mnh thm dn.

M LNG
Jobs h thp hay ln cao ging thm phn kch tnh. ng lm vy khi gii
thiu mt sn phm mi v hay. ng thng ni ging thp khi chun b gii thiu ri
tng cao ging ni c ting ni ln. ng cng lm ngc li. Khi gii thiu chic
iPod u tin, ng ln cao ging v ni: c ton b th vin m nhc theo bn
mi lc l bc nhy vt lng t trong vic thng thc m nhc. Ri ng thp
ging nh n o vn: Nhng iu hay nht v iPod l c th vin m nhc nm
gn trong ti bn. [6] Ging nh nhng un ging v ngt ging lm cho c ta nh
dnh cht vo mi li ni ca bn, m lng ca ging ni cng lm nh th.

TC
Jobs tng tc mt vi cu v ni chm li nhng cu khc. Cc bi biu
din thng c trnh by tc bnh thng, nh khi ng a ra cu tiu hay
mt thng ip quan trng m ng mun mi ngi nh mi. Khi Jobs gii thiu
chic iPod ln u tin, ng h thp ging nh ting ni thm nhn mnh nhng
im chnh phi gi li. ng cng h nhp iu trong cu tng phn kch tnh. Bng
14.3 cho thy nhng im nhn. [7]

Hnh ng nh mt th lnh m bn mun

tr thnh
 ng phm sai lm khi tin rng ngn ng iu b v cch ni l khng quan
trng, l cc k nng mm. Nh nghin cu Albert Mehrabian thuc trng i hc
UCLA nghin cu cch din t v truyn thng trong cun sch Silent Messages.
[8] ng pht hin rng nhng du hiu khng li mang theo nhng tc ng quan
trng nht trong mt cuc ni chuyn. Ging ni, cch din t bng li ni l
nhng yu t c nh hng ng hng th hai. Th ba, v t quan trng nht l chnh
li ni tht ra. Trong mt phm vi rng, cch m Steve Jobs ni v c x lm cho
khn gi c mt cm tng knh s v tin tng ng nh mt lnh t. Tng thng M
Barack Obama c ln ni bi hc qu gi nht m ng hc c khi tin ln t mt
ngi t chc cng ng thnh nhn vt c quyn lc nht trn hnh tinh l ng lun
lun hnh ng mt cch t tin.

Ngi ta lun lun xt on bn, nhng c bit l trong chn mi giy u

lc gp bn. Cch bn ni v cch ngn ng iu b ca bn ni v bn s lm cho
ngi nghe hoc tht vng hoc c cm hng. Steve Jobs l mt nh truyn thng
kch thch ngi ta v ng din t bng c li ni v iu b.

BNG 14.3

TRCH TRONG BI GII THIU iPOD

CA JOBS CNG CCH NG NI

Li ca Steve Cch ni ca Steve

By gi cc bn c th ni Hay qu, nhng ti c Ni chm li

mt a cng trong my tnh xch tay ca ti, trong
iBook ca ti. Ti chy iTunes. Ti tht s sung
sng. Ti khng c mi gi pin trn iBook ca
ti nhng iBook c i sng ca pin di hn bt k
my di ng khc.

Vy y c g c bit cho iPod? Ngt ging v ni ging

thp

N l siu di ng. Mt iBook l di ng, nhng Tng tc ting ni

y li l siu di ng. Ti xin trnh by iu ti
mun ni.

iPod c kch thc mt c bi. N rng 6 cm, cao Ni chm li v h thp

10 cm v ch dy 1,8 cm. N ch nng 184 gram, ging
nh hn phn ln cc in thoi di ng c trong ti
bn by gi. y l iu ng ch nht v iPod.
N l siu di ng. Gn nh th thm

Bueller? Bueller?

Ben Stein cung cp cho chng ta mt th d hay nht v cch ni u u v nht

nho. Trong cun phim Ferrie Buellers Day Off nm 1985, Ben Stein ng vai
mt gio s kinh t t nht. Cu ni ni ting nht ca Stein trong phim l khi
ng n khch v khng thy c Bueller (do Matthew Broderick th vai). Trong
cu n iu v kh khan nht ca phim, Stein hi, Bueller ? Bueller
? Bueller ? trong khi my quay chiu mt chic gh trng. Trong mt
cnh khc, Stein tho lun v o lut Hawley-Smoot v biu thu v v kinh t
ma thut (m Bush gn cho Reagan). V mt ca cc sinh vin tht bun ci.
Mt sinh vin u ng ln bn, mt bn ming c nc di chy ra. Vai ca Stein
ng tht bun t, n cng ng nghnh.

Nu Stein c c mt bn sao bi thuyt trnh ca Jobs cng ging nh khi

ng ng vai v gio s th chc chn s l mt bi gii thiu sn phm di nht,
t nht nht trong lch s doanh nghip ca M. Mt ln na, n cho ta thy li
ni c quan trng nhng cch ni mi to ra s khc bit.

CH THCH CA NH O DIN

- n ngn ng iu b ca bn. Duy tr tip xc bng mt, c mt

dng b ci m, v dng cc c ch bng tay khi thch hp. ng s
dng tay. Cc nghin cu cho thy rng cc c ch phn nh cch suy
ngh phc tp v lm cho ngi nghe tin tng vo din gi.

- Thay i cch ni ca bn bng cch un ging, tng v gim m lng,

cng nh khi ni nhanh khi ni chm. Cng phi cho ni dung cu
chuyn c ch th. Hy ngt cu. Khng g nhiu kch tnh hn l nhng
t ngt ging ng ch.

- Ghi li bi ni. Nhn iu b ca mnh, v nghe ging ni ca mnh.

Quan st chnh mnh trn video l phng tin tt nht ci thin k
nng thuyt trnh.
 CNH 15
Lm nh v khng mt nhc g c

Tp dt khng phi l vic lm khi gii.

l vic lm tr nn gii

MALCOLM GLADWELL

S
teve Jobs l bc thy trong ngnh trnh din, ng b tr sn khu rt chnh xc.
Mi ng tc, mi bi biu din, hnh nh, hnh chiu u c ng b ha.
ng t v thoi mi, t tin, v nh khng h mt nhc g c. t ra th ng c v
khng mt nhc g di mt khn gi. y l b quyt thuyt trnh ca ng: Jobs
tp dt hng ting ng h. Ni ng hn l nhiu, nhiu gi trong nhiu, nhiu
ngy.

Jobs tit l nhng sn phm mi nht ca Apple c nh th ng l mt ngi

bn hp thi trang v c ti qung co n phng khch ca bn biu din vi pht
minh. S tht l tnh xunh xong ch n sau nhiu gi tp luyn mt nhc, mt
phng vin ca BusinessWeek nhn xt nh th. Mt lnh o ngnh bn l nh
li l n bui tp dt Macworld theo ch th ca Jobs v i bn ting ng h
trc khi Jobs ri sn khu phng vn ng. Jobs xem cc bi din vn chnh ca
ng l nhng li kh cnh tranh. Marissa Mayer, mt lnh o ca Google, ngi
ng mt vai tr trung tm trong vic tung ra th trng nhng sng to ca cng ty
tm kim khng l ny khuyn cc nh tip th nhng sn phm sp ra i nn d cc
bui thuyt trnh chnh ca Jobs. B ni: Jobs l ngi gii nht trong vic tung ra th
trng cc sn phm mi. H phi n xem ng lm cch no. [1]

Vy ng lm cch no? Phng vin t BusinessWeek cho ta cu tr li trong

bi vit: Steve Jobs phi tp dt mt nhc trong nhiu gi. Ln cui cng m bn
c th ni l bn b nhiu gi tp luyn mt nhc cho bi thuyt trnh ca bn l
khi no? C l cu tr li trung thc l cha bao gi. Nu bn tht s mun din
thuyt nh cch ca Jobs, hy lp k hoch din tp nhiu gi mi phn trong bi
thuyt trnh ca bn i.

Lic mt nhn sau bc mn o thut

Trong mt bi bo vit trn t Guardian ngy 5 thng Ging, 2005, mt nhn
vin c ca Apple, Mike Evangelist, k li kinh nghim c nhn ca mnh trong vic
tp dt mt phn ca bi biu din cho mt thuyt trnh chnh ca Jobs: i vi
mt ngi quan st bnh thng, cc bui thuyt trnh c v ch l mt anh chng o
smi en, qun b ni v mt sn phm cng ngh cao mi no . Nhng tht ra n
l mt hn hp phc tp v tinh t ca vic rao hng, biu din sn phm v biu
dng cng ty, vi mt t mc ch thc tnh tn gio a vo cho phi cch. Chng
tng ng vi nhiu tun cng tc, dn dng chnh xc, v nhng p lc mnh lit
trn hng chc con ngi m c tp th hp thnh ngi ng sau bc mn o
thut. [2]

Theo chuyn k ca chnh Evangelist, th Jobs bt u chun b t nhiu tun

trc, im li cc sn phm v cc k thut m ng s ni n. Evangelist c giao
nhim v lm biu din chic iDVD, phn mm sao chp DVD ca Apple, cho
Macworld 2001. Evangelist ni l nhm ca ng mt hng trm gi ng h ch
chun b mt on biu din di nm pht. Khng phi l li in sai u: hng trm gi
ng h cho nm pht biu din.

Evangelist ni l Jobs tp dt hai ngy lin trc bui thuyt trnh, yu cu

cc gim c sn xut c mt trong phng cho bit phn ng ca h. Jobs b ra nhiu
thi gian chun b cc hnh chiu, t tay mnh vit v thit k phn ln ni dung, vi
s tr gip ca nhm thit k. Ngy trc bui thuyt trnh, mi vic tr nn c quy
c, vi t nht l mt v i khi hai cuc tng duyt y . Trong tt c nhng cng
vic y, Steve v cng tp trung. Trong khi chng ti trong phng hi ngh y, tt c
nng lc ca ng u dn vo vic lm th no cho bi din vn chnh l biu hin
hon ho ca cc thng ip ca Apple. [3]

Nhiu tun trc khi c bi thuyt trnh chnh, Evangelist chng kin tt c cc
cm xc ca Steve, t tht vng n hoan h. Ti tin rng n l mt trong nhng kha
cnh quan trng nht ca nh hng ca Steve Jobs trn Apple; ng c t hoc khng
c lng kin nhn t ti bt k th g ngoi s hon m cho mnh v cho nhng
ngi khc. Evangelist kt lun. [4]

Thng Mi, 1999, phng vin t tun bo Time, Michael Krantz, phng vn
Jobs mt ngy trc khi tung ra th trng mt dng my Mac nhiu mu. Jobs ang
tp dt li giy pht quan trng ny khi ng tuyn b: Hy cho cc iMac mi i.
Cc my tnh ng l phi lt ra t sau mt tm mn mu sm, nhng theo Krantz,
Jobs khng hi lng vi nh sng. ng mun nh sng chi hn v bt ln sm hn.
Jobs ni: Chng ta lm li cho n khi tht ng . c ch? [5] Nhng nhn vin
chiu sng lm i lm li mi cn Jobs th mi lc mt nn ch.

Krantz k li: Cui cng th h cng lm c, nm chic iMac tuyt diu

di nh sng lng lnh t t trt ra trn mn hnh ln. Jobs ht ln, phn khi trc
chnh ngh l mt th gii c th to ra nhng chic my p k l y: , ng th
y! Tuyt vi! Tht tuyt diu! ng gm ln, ging vang vang trong hi trng
trng rng. ! Anh bit khng? Jobs ni ng, cc chic iMac trng p hn khi nh
sng n sm hn. [6] Cnh tng m Krantz m t c th hiu theo hai cch: hoc
Jobs l mt ngi qu chi li hoc, theo nhn xt ca mt ngi bn ca Jobs trong bi
bo, ng l mt ngi chuyn tm, gn nh ng bng, trong vic hng ti thin
m.

Steve Jobs, Michael Jordan v Winston

Churchill c g ging nhau?
TS. K. Anders Ericsson, gio s ngnh tm l hc, nghin cu nhng vn
ng vin th thao hng u nh Michael Jordan cng nh nhng ngi thnh cng
nht trong cc lnh vc khc ca i sng: cc ngi nh c, chi golf, bc s, ngay
c nhng ngi nm phi tiu! Ericsson pht hin ra rng nhng vn ng vin ngi
sao thng t n ti nng ca mnh nh tp luyn c ch tm. Ni mt cch khc,
h khng ch nhc i nhc li mt ng tc hy vng lm tt hn. Thay vo y, h
t ra nhng mc tiu c bit, ly kin phn hi, v tip tc c gng ci tin theo
thi gian. T nghin cu ca Ericsson, ta c th thy cc vn ng vin ngi sao tp
luyn mi mi trong nhiu nm.

Nhng din gi bnh thng tr thnh xut sc ch v h tp luyn. Winston

Churchill l mt trong nhng nh truyn thng ti gii nht ca th k hai mi. ng
c rt ti thuyt phc, gy nh hng, v ng vin ngi khc. Churchill cng tp
luyn c ch tm c kh nng gy cm hng cho hng triu ngi Anh trong
nhng ngy en ti nht ca Chin tranh th gii ln th hai. Trong We Shall Not
Fail, chu gi ca ng Celia Sandys v ng tc gi Johnathan Littman vit: ng
thng chun b nhiu ngy trc mi bui iu trn trc quc hi, tp nhng li
chm bim hay chng trc nhiu kh nng b cht vn. Churchill tp luyn k
lng n ni ng c v nh din thuyt mt cch ngu hng ng lm cho ngi
nghe nh b m hoc. Bi hc tht n gin nhng n i hi nhiu cng phu. Tp
luyn l cn thit nu bn mun t ra c v nh t nhin. [7] Cc nh truyn thng
ln nht trn th gii lun lun bit rng t nhin l kt qu ca tp luyn c k
hoch.

Bn c th ni nh Jobs ni, nhng cn phi tp luyn, Jobs lm cho mt bui

trnh din phc tp trng d dng v ng c u t thi gian. Trong cun The Second
Coming of Steve Jobs, Paul Vais, mt lnh o ca cng ty NeXT ni: Mi hnh
chiu c vit nh mt bi th. Chng ti b nhiu gi vo nhng vic m ngi ta
thng cho l nhng chi tit cp thp. Steve cm ci chun b bi thuyt trnh. Chng
ti c gng sp xp v dn dng mi th lm sao cho chng sinh ng hn tht. [8]
Mun lm cho bi thuyt trnh ca bn sinh ng hn th phi tp luyn. Mt khi
chp nhn nguyn tc s ng ny th bi thuyt trnh ca bn s ni tri ln trn c
mt i dng tm thng.

Mi nghn gi t n tinh thng

Khng c g l t nhin c. Steve Jobs l mt din gi xut sc ch v ng
chu b nhiu cng sc vo y. Theo Malcolm Gladwell trong Outliers, Cc kt qu
nghin cu cho thy mt khi mt nhc s c kh nng vo hc ti mt nhc vin
ni ting, iu to ra khc bit gia mt nhc cng ny vi mt nhc cng kia l ngi
y lm vic nng nhc nh th no. Nh th y. V hn na, nhng ngi ng hng
u khng phi ch lm vic nng nhc hn nhng ngi khc. H lm vic rt, rt
nng nhc hn. [9] Mc d li nhn xt ca Gladwell lm cho cun Outliers ch p
dng c bit cho cc nhc s nhng phn ln cc nghin cu ch ti nng tt nh
cho thy tp luyn l si dy xuyn sut chung cho tt c nhng ai thc hin mt cng
vic c bit no . Nh khoa hc thn kinh v cng l nhc s Daniel Levitin tin
rng con s thn k l mi nghn.

Hnh nh ni bt ln ca cc nghin cu y l cn phi tp luyn c mi

nghn gi mi t n trnh tinh thng tng ng vi hng chuyn gia th gii
trong bt k lnh vc no Trong rt nhiu nghin cu v cc nh son nhc, vn
ng vin bng r, tc gi tiu thuyt, vn ng vin trt bng, ngh s dng cm
ha tu, ngi chi c, nhng ti phm lng danh, v bt k th g th con s ny c
xut hin lin tc. L tt nhin, cc nghin cu ny khng ni n vic v sao nhiu
ngi c tp luyn nhng khng i n u, hay v sao c ngi tp luyn li tin b
hn ngi khc, nhng khng mt nghin cu no li tm ra mt trng hp mt ti
ngh tht s tm c th gii li c c trong khong thi gian ngn hn. Hnh nh
b no con ngi cn thi gian ny tip thu c tt c nhng g cn thit tr
thnh tinh thng tht s. [10]

Nguyn tc mi nghn gi cng ph hp vi nhng g chng ta bit v cch

tr no hc hi, theo Levitin v Gladwell. H ni rng hc tp cn c s cng c cc
m thn kinh, ta cng c nhiu kinh nghim trong mt hnh ng no th cc mi
lin kt thn kinh cng mnh.

By gi ta hy lm t tnh ton. Mi nghn gi tng ng vi khong ba gi

mt ngy, hay hai mi gi mt tun ko di trong mi nm. chng minh cho l
thuyt ny, Gladwell k cu chuyn v nhm Beatles, h cng nhau tp luyn
Hamburg mt thi gian di trc khi ni danh. Theo Gladwell th trc khi nhm
Beatles c c thnh cng u tin nm 1964, h chi nhc cng nhau khong
mt nghn hai trm ln, mi ln ko di tm ting ng h. y l mt thnh tch khc
thng, v phn ln cc nhm khng chi nhc nhiu nh th trong sut s nghip ca
h. Cc thnh vin ca nhm cng tr nn gii hn v t tin hn khi h chi nhc
cng nhiu. Gladwell vit: iu tnh c l thi gian gia lc ban nhc thnh lp v
lc h c nhng tc phm thnh cng nht trn mt ngh thut Sgt. Pepper Lonely
Hearts Club Band v The Beatles [White Album] l mi nm. [11]

Qung i 25,000 la

C ln ti thy mt lnh o ca mt cng ty ln c trn chng khon c mt bi

thuyt trnh chnh thc trc mt c ta ln cc khch hng, gii bo ch v gii
phn tch. V sau ti mi bit l cng ty ny b ra n 25,000 la thu
nhng nh thit k chuyn nghip to nhng hnh chiu hp dn v c hot hnh.
S tin ny cha tnh n tin nh sng, m thanh v thu phng. Nhng hnh
chiu sang to nht cng s khng gy n tng ln ngi nghe tr khi bn c tp
dt cch ni, nhng v ny li khng chu tp, v n l ra rt r. V ng ta khng
tp phi hp li ni vi hot hnh, cc hnh chiu khng c thuyt minh v ng
ta b lc ch nhiu ln. ng ta lng tng vi phn ln bi thuyt trnh v c mt
lc gi tay ln tri t v bc tc! Nu bn b tin v b th gi vo mt bi thuyt
trnh v th gi l vng ngc th bn phi c bn phn tp dt, tp dt, v
tp dt nhiu hn na.

Khng qun l thuyt mi nghn gi, chng ta hy n Jobs tr li. Mc

d Apple c sng lp nm 1976, Jobs v ngi bn ng sng lp, Steve Wozniak,
bt u d cc cuc hp ca Cu lc b Homebrew Computer t nm 1974.
Homebrew l mt cu lc b ca nhng ngi chi my tnh thnh lp rt sm ti
Silicon Valley, California. Chnh ti Homebrew m Jobs bt u vo ngh v ni l
my tnh c th lm thay i c th gii. ng mi nm sau, Jobs c mt bi thuyt
trnh xut sc gii thiu Macintosh nm 1984. Phn ng nhng ngi nghe bi
thuyt trnh y xem n nh l mt thnh tu tuyt vi, y tnh hi hp, kch tnh v
s kch thch. Nhng iu ng ch l Jobs tip tc tp luyn, tinh chnh v ci thin
kiu thuyt trnh ca ng.

Mt thp k sau, nm 1997, Jobs tr li Apple v ln sn khu Macworld

Boston tho lun v nhng bc i nhm hi phc Apple. Mi th v bi ni
chuyn ca ng hm y tht trn tru v t nhin hn nhng nm trc. ng b
bc ging, i li thoi mi trn sn khu, v bt u to ra nhiu hnh chiu bt mt v
c sc cun ht.

Mi nm tri qua n Macworld 2007, m theo ti l bi thuyt trnh hay nht

ca Jobs cho n nay nu bn n tt c cc yu t ca bi ni chuyn t u n
cui. Trong bi thuyt trnh no ng cng thng ln nhng nm 2007, ng nh c mt
trn thng c s bn thng cao nht. Mi th u thnh cng. Trong sch ny, chng
ta tho lun v nhiu on ca bi thuyt trnh nm y. Bi din vn nhn ton cc
th trn tru nhn nhi, c nhng mn kch tnh ln cao xung thp, ngn ng iu b
t ra t tin, cch pht m quyn r, v nhng hnh chiu tuyt p. Bi gii thiu
iPhone lm lu m tt c cc sn phm ti Trin lm Consumer Electronics m ra ti
Las Vegas cng trong mt tun y.

iu nh gi sai lm v Jobs l ni ng l mt din gi tri sinh, l t khi ra

i, ng c sc quyn r m ng ph by trn sn khu. Ni th l sai. Nh cc
nghin cu cho thy, khng ai li mang tnh bm sinh c. Bn c th t n mt trnh
tng ng vi nhng nh truyn thng ln nht th gii nu bn lm vic nhiu,
tn nhiu cng sc hn nhng ngi khc.

Bin video thnh ngi bn tt nht ca

mnh
Hu nh mi nm, ti c mi lm vic vi nhng TG c bi thuyt trnh
quan trng ti Trin Lm Consumer Electronics Las Vegas. Hi ngh thng c
t chc ko di mt tun thng Ging, nh th c ngha l chng ti phi tng duyt
vo nhng ngy ngh cui nm, thng trong lc nhn vin cng ty ngh l. Bt k
nh th no, cc TG thng n tp dt, v h bit l rt quan trng.

C mt nm, sau nhiu ngy tp dt, mt v TG khch hng ca ti ln sn

khu Las Vegas, nhng ng gp kh khn vi cc hnh chiu. Nt bm khng hot
ng v cc hnh chiu khng tin ti. Phn ln cc din gi nghip d khng tp
dt s b t lit lm cho mi ngi li cng ch n s c. Nhng v ny th
khng. ng chun b k nn ng ra du hiu cho ngi ph t y cc hnh chiu
ln cho ng (chng ti tp dt c nhng trng hp s c). ng khng b l mt
bc v c tip tc ni. Nhng cng cha ht tai ha. My tnh b trc trc, n b kha
li v phi khi ng li mi tip tc cc hnh chiu c. Ngi ph t ch lc u,
nhng v TG n vn li v tr. ng tip tc trnh by m khng cn hnh chiu.
ng lm nh vy mt cch nh nhnh khng gng sc v rt t tin.

V sau, ng ni vi ti l nu khng tp dt (chnh ti khuyn ng lm) th

ng s mt t tin v lng tng trc mt nhn vin, cc nh phn tch, cc nh u t,
khch hng v gii truyn thng. Sau bui thuyt trnh, ti hi cc nhn vin v kin
ca h th khng thy mt ai pht hin l c trc trc.

NHNG LI KHUYN V TP DT BNG VIDEO

 Chng ti dng mt my quay video trong bui tp dt. C rt t din gi thy
mnh trn phim ngay c khi nhng my quay camcorder rt thch hp c bn vi gi
thp hn 300 la. Ti bit l nhn mnh trn TV, c bit l trn mn nh rng, tht
khng phi l mt tri nghim thch th, nhng c tin li ti: n tht l cn thit. Hy
ghi bi thuyt trnh ca bn ri xem li. Nu c th, mi nhng ngi bn v ng
nghip khch quan n xem cho kin phn hi mt cc trung thc. Dng mt
micro ngoi kp ln o thay cho ci micro thng thng c trn tt c cc camcorder.
Ting ni ca bn s to hn, trong hn v vang xa hn.

Khi xem li video, hy n nm khu vc ny:

- Tip xc bng mt. Hy hc thuc phn ln bi thuyt trnh khi phi c

t phiu ghi chp. Cc hnh chiu ca bn s tc ng nh nhng ch dn gi .
Chuyn gia v pht biu trc cng chng Andrew Carnegie nhn thy rng
cc phiu ghi nh ph hy mi thn mt gia ngi ni v ngi nghe v lm
cho din gi c v t mnh hn v t t tin hn. rng ti khng h ni bn
phi lm thuyt trnh m hon ton khng cn phiu ghi nh. Steve Jobs gi
cc phiu ghi nh m khng cho khn gi thy. Ch mt ngi quan st tht k
mi thy ng lic c cc phiu y. Trong cc bi biu din, ng dng n cc
phiu ghi nh, nhng v ngi nghe tp trung vo chnh thao tc biu din nn
cc phiu khng lm gim gi tr bi thuyt trnh. Cc phiu ng a ln sn
khu cng gin d v khng h quy ry. ng ch cn lic mt xem bit
mnh ang u. Mc d dng Keynote th d cho din gi c mt trang ghi
nh hn l dng PowerPoint, nhng bn nn c gng trnh by phn ln bi ni
chuyn ca mnh m khng cn phiu ghi nh.
- Ngn ng iu b. Ngn ng iu b ca bn c mnh, t tin v oai nghim
khng? Bn khoanh tay trc ngc hay b thng? Bn c t tay vo ti thay
v c mt dng b ci m khng? Bn c hay bn chn, lc l hay c nhng
thi quen ng tr khng? Cc iu b ca bn c t nhin v c ch tm hay
cng nhc nh g khng? Nn nh rng ngn ng iu b v cch ni to ra
phn ln cm tng m ngi nghe c v bn. Ngn ng iu b ca bn phi
phn nh lng tin ca bn t trn li ni ca mnh.
- Nhng t m. Bn c hay dng nhng t , v bit khng m
vo khong trng gia hai ngh ca bn khng? Cng nh bi vit khng
c in khp vo hnh chiu ca bn, cc t ny khng c m vo mi
khong ngt ging gia cc cu ni. Duyt li bi ca bn l cch tt nht
loi b nhng t m m bn dng do ng tr. Mt khi bn bt cht c
mnh vi ln th bn s n cc thi quen y ln sau. Bit c l 90
phn trm ca gii php!
- Cch ni. Thay i m lng v cch un ging ni lm cho s ch ca
ngi nghe nh dnh vo li bn ni ra. Trong bi thuyt trnh, hy ln v
 xung ging nhng im khc nhau. Hy thay i nhp iu. Hy thay i
tc ni v gi cho bi ni chuyn ca mnh khng qu n iu. Ni nhanh
mt vi ch ri chm li. Ngng ni gy tc ng. Mt ln na, nn bit
rng khng g nhiu kch tnh bng mt khong ngt ging ng ch. ng
lm ra v vi v. Hy cho bi thuyt trnh th mt cht.
- Sinh lc. Bn c t ra nh mnh mi ng dy bui sng ch nht khng? Hay
l bn cho thy mnh si ni, nhit tnh, v tht s thch th khi chia s cu
chuyn ca mnh vi khn gi? Chng ti rt thch mi nhng ngi y nng
lc n tham gia. H gy cm hng cho chng ti. H lm cho chng ti ho
hng, vui nhn, v h nng cao tinh thn chng ti ln. Mt ngi c sinh lc
th c s am m trong li ni, bay nhy trong dng i, v n ci trn khun
mt. Sinh lc lm cho ngi ta d mn, v tnh d mn l thnh phn chnh
trong vic thuyt phc. Nhiu nh kinh doanh chuyn nghip nh gi thp
mc sinh lc cn thit to ra nhit tnh trong khn, thnh gi. Nhng din
gi gy kch ng nh Jobs u mang sinh lc trong mnh. Jobs lun lun c
nhiu sinh lc hn phn ln cc din gi cng chia s sn khu vi ng.

HY RI KHI VNG BNH YN

Phn ln cc chuyn gia kinh doanh u c cch lm tng sinh kh. Nhng lm
sao bit c phi c mc sinh lc no cho va phi m khng t ra qu trn?
Bng cch t nh gi mnh trn nc thang sinh lc. V trn nc thang ny, cng
cao th cng hay.

Ti thng hi khch hng, Trn nc thang sinh lc t mt n mi, mt l

ngi ng cn mi l hng hi nh din gi nng ng Tony Robbins, th ng by
gi ang nc th my?

Phn ln cc khch hng ca ti tr li: Nc th ba.

Ti ni: Tt lm. Vy th xem nc th by, tm hay chn th s th no?

ng th xem sao.

Nu h trung thc, phn ln cc din gi s t mnh cc nc th ba n su

trn thang sinh lc.

Kh c th m t sinh lc, nhng bn s bit khi bn thy n. Ngi dn

chng trnh truyn hnh Rachel Ray c sinh lc. Tng thng Barack Obama v
Tony Robbins cng c sinh kh. Ba nhn vt ny c nhng kiu cch khc nhau
nhng khi h ni th y sinh kh.

Bn hy th lm bi tp sau hy ri khi khu vc bnh yn ca mnh: Ghi li

vi pht bi ni chuyn ca mnh nh khi bn din thuyt bnh thng. Cho nghe
li, tt hn nn c ngi khc cng xem. Hy t hi mnh v hi ngi quan st,
Ti ang u trn thang sinh lc? By gi th li. Nhng ln ny th ra khi
vng bnh yn ca bn. Cng iu ln mt cht. Ni to ln. iu b cho thong
hn. Trn mt n n ci ti. Hy i n mt im m bn t cm thy hi vng
v v khng thoi mi nu tht s bn din thuyt nh th. By gi xem li on
phim. Ti dm cc l sinh kh ca bn tht va ng. Bn thy khng, phn ln
ngi ta cho l trong mt bi thuyt trnh h khng c nhiu sinh lc. Nhng khi
c yu cu lm qu i v ri b vng bnh yn ca mnh, h s lm va ng.
 Nhng bi ni chuyn dng ton , , Bit
khng ca Caroline Kennedy
Nhng t m , , bit khng khng c php cm bt c ai
gi chc v nh nc m cng khng c php hn ch hiu qu ca
mt nh lnh o doanh nghip. Tuy nhin, rt thng xuyn, nhng
t m lm gim uy th ca bn trc mt ngi khc. u nm
2009, Caroline Kennedy t mun ginh gh Thng ngh s New
York trng v Hillary Rodham Clinton tr thnh b trng ngoi
giao M. Gii truyn thng hay xuyn tc cc bi ni chuyn ca
Kennedy v b hay c xu hng m thm nhng t , , bit
khng. Kennedy dng t bit khng n ba chc ln trong mt bi
phng vn ch hai pht. Ghi li cc t m ca b tr thnh mn th
thao ca cc blogger v cc ngi dn chng trnh truyn thanh. B
nhanh chng rt lui khi danh sch ng c vin.

y l ba cch loi b cc t m ca thng ip trc khi chng lm

gim uy tn ca bn:

- Yu cu c phn hi. Phn ln cc ng nghip s lm mt lng

bn. Khi c ai hi ti mt li khuyn v ti thy c ch ci
thin c, ti s rt mnh dn. ng thi cng nh phn ln
ngi ta, ti s do d a ra mt li khuyn khi khng c yu
cu, mc d ti rt mun ni iu g c th ci thin k nng
thuyt trnh ca mt ngi no . Tng t nh vy, phn ng
h hng, bn b v ng nghip ca bn s trnh ph bnh v s
lm mt lng bn, h s khng t nguyn ni cho bn bit l
kiu cch ca bn lm cho ngi ta chn ngy! C l nu Kennedy
yu cu c mt li phn hi trung thc, s c ngi ni: Caroline,
trc khi n gp thng c bang xin c lm Thng ngh
s, b phi chun b tr li nhng cu hi khng th trnh c.
Cu tr li ca b phi c trng, gy cm hng v khng c
nhng t m m b thng dng khi ni chuyn hng ngy.
 - G ln ly nc. Ti bit n k thut ny hon ton do tnh c
v n thnh cng rt tt. C ln ti gip mt ph n tp dt
mt bi thuyt trnh v nhn thy c hai ch b y li m thm
mt t , . N lm cho ngi ta rt ngn, cho nn ti ni
vi b l mi khi b dng mt t m, ti s dng ci tha g
vo ly nc. Ti g lin tc v lm cho ngi ta kh chu
gip b ta gn nh tc khc loi b c cc t m. Ti
dng vi ln k thut ny v ln no cng thnh cng. L tt
nhin k thut ny cn n mt ngi th hai quan st v g
vo ly khi bn tp dt.

- Ghi trn video ri nghe li cng nhng ngi khc. Nu bn

nghim tc trong vic ci thin k nng thuyt trnh ca mnh
th hy ghi li trn video, ri nghe li cng vi ngi khc
trong phng. Bn khng cn ghi li ton b bi thuyt trnh, ch
ghi nm pht u l . Nh vy, bn s c cc thng tin
iu chnh. Bn c th bi ri khi nghe nhiu t m mnh
dng. i vi nhiu ngi ch xem mnh trn video cng
khc phc mt vi vn . Phn hi qua video cn c hiu qu
hn khi c mt nhng ngi khc, h c th pht hin mt vi
kiu ni ring m bn c th khng nhn thy.

Thnh thong mt vi t , s khng ngn bn c kh nng

thuyt phc ngi nghe, nhng lin tc c nhng t m th c th
lm hi n c gng ca bn. Tin vui l mt khi nhn thc c
vn , bn c th theo cc hng dn y gim hay loi b
chng.

Nm bc i tp dt cch ni cc li
nhn xt ng khu
Khi kinh t ri vo giai on suy thoi, nm 2009 l mt nm kh khn tung ra mt
loi xe mi, nhng cc cng ty t khng th hm thng cc thit k c khi
ng t nhiu nm trc. Thng Ging, ti ni chuyn vi mt nhm cc lnh o
ngnh ch to t c c lm pht ngn vin cho nhng dng xe mi sp c
trng by Bc M. H mun tm mt li khuyn l phi tr li th no trc gii
truyn thng. Cng ngy hm y, b trng ngoi giao M mi c c, Hillary
Clinton ang phi tr li trc y ban Ngoi giao ca Thng vin c xc nhn
trong chc v. Hng Associated Press gi cuc iu trn ca b l trn tru v Tom
Brokaw ca NBC ni b Clinton c bit l c nhng chun b huyn thoi. Ti
ni vi cc lnh o ngnh t hy chun b tr li nhng cu hi kh khn nh b
Clinton chc l cho cuc iu trn di nm ting ng h ca b.

C mt k thut m ti gi l phng php thng nc v c dng di

hnh thc ny hay hnh thc khc bi nhiu TG, nh chnh tr, v, vng ng th, c
Steve Jobs, ngi c v nh cu hi no cng tr li c. Bn c th dng n
chun b cc bi thuyt trnh, bi rao hng, qung co bn hng hay trong bt k tnh
hung no m bn on trc l s c nhng cu hi kh khn hay nhy cm.

Hy xc nh c nhng cu hi c kh nng nu ra. B Clinton ch mt cu

hi v qu quc t ca chng b v danh sch nhng ngi gp tin. Cc ch trch
tuyn truyn nhiu cho vn ny, ni l vic c b vo chc v mi l mt s xung
t quyn li. B cng bit rng mi im nng trn th gii lc y nh Gaza, Iran,
Iraq hay cc ni khc l mt ni ngi ta ch trch. i vi cc lnh o ngnh
t, cu hi quen thuc s l: Trong tnh hnh kinh t nh th ny, lm sao ng cn hy
vng bn c xe?. Hay Nm 2009 c tr nn xu hn cho ngnh t hay khng?.

t cc cu hi vo cc thng nc, hay cc chng loi. C th ch c mt

cu hi trong mt thng, nh trng hp ca Qu Clinton, nhng cng c th c
nhiu cu hi nh trng hp cc nh ch to t v kinh t. iu cn lm l gim s
cu hi m bn phi chun b. Hi nguy him, nhng theo kinh nghim ca ti
tng hun luyn cho hng nghn din gi, th phn ln cc cu hi s nm trong
khong by loi.

Lp ra cu tr li hay nht cho mi loi. V iu ny l ct yu cu tr li

phi c ngha bt k cu hi c pht biu nh th no. Bn phi trnh b ko vo
mt cuc tranh ci chi tit da trn cch din t cu hi. Th d nh sau y l cu tr
li ca b Clinton v cng tc gy qu ca chng b: Ti rt t ho c tng thng
c c trao chc v b trng ngoi giao, v ti cng rt t ho v chng ti, v Qu
Clinton v nhng n lc i km theo c thc hin.[12] B c th ni ng cu
nh th bt k l cu hi ca cc ngh s Cng ha c soi mi n u i na.

Hy nghe k cu hi, v xc nh c t chnh mt khi ng n s gip

bn chn ra thng nc ng n t y rt ra cu tr li.

Nhn thng vo mt ngi hi v tr li mt cch t tin.

Cc din gi c chun b tt khng nh trong u cc cu tr li cho hng

trm cu hi. H chun b nhng tr li cho tng loi cu hi. Cch ngi ta t cu
hi ch l ph. Hy suy ngh v n nh th ny: mc ch ca bn l tung ra mt
thuyt trnh nh trong bi thuyt trnh.
 Bn c th s dng phng php thng nc ng khung cu hi li lm sao c
li cho bn. V d sn phm ca cng ty bn c gi bn cao hn mt sn phm tng
t ca mt cng ty cnh tranh. Cch t cu hi khng quan trng bng cu tr li m
bn to ra cho loi y, loi gi c. Mt cuc tho lun c th xy ra nh sau:

Khch hng: Ti sao ng li bn 10 phn trm cao hn gi ca cng loi sn

phm m ti c th mua t cng ty X?

Bn: ng hi v gi [ y cao hn l khi ng cho cu tr li m bn

chun b cho loi gi c. Mc d li ni ca khch hng khc vi nhng t
m bn chn, nhng n khi ng cu tr li m bn chun b v ti
y.] Chng ti tin rng gi ca chng ti l cnh tranh c, nht l i vi
mt sn phm m c th ci thin doanh thu ca khch hng chng ti trung
bnh l 30 phn trm. iu quan trng l phi nh rng chng ti c nhm cung
cp dch v tt nht trong c ngnh. Nh th c ngha l nu ng cn tr gip,
ng s c ngay. Nhm dch v ca chng ti lm vic 24 gi mi ngy v 7
ngy trong tun. Khng mt bn cnh tranh no ca chng ti li c th ni
nh th.

Ti quen mt v TG ca mt cng ty ln c mt trn th trng chng khon

s dng phng php ny rt hu hiu. Th d nh trong mt cuc gp mt si ni,
mt nh phn tch yu cu ng tr li cho vi li bnh lun khng c li cho ng do
mt nh cnh tranh a ra. T khi ng ca ng l cnh tranh. V TG ny mm
ci v t tin i trn ng ln bng cch ni: Quan im ca chng ti v cnh
tranh khc vi nhiu ngi khc. Quan im ca chng ti l ngi ta phi vo cuc
ua mt cch thanh cao. Chng ti cnh tranh bng cch cung cp cho khch hng
nhng dch v thng hng v cho h chia s vi chng ti v vin cnh ni n ca
ngnh chng ti. V chng ti cng thnh cng th cng c nhiu cnh tranh bc vo
th trng. l mt phn ca qu trnh lm lnh o. Vi cu tr li ny, v TG
n lm chch hng li bnh lun ca nh cnh tranh v ng khung vn trong vic
cng ty ng l lnh o.

Khi cu b trng ngoi giao Henry Kissinger c hi, ng x l cch no trc

cc cu hi ca gii truyn thng, ng ni: Bn c cu hi no cho cc cu tr li ca
ti khng? ng c nhng cu tr li chun b sn. Gii truyn thng lc y l mt
c ta kh chi cng nh cc khch hng ca bn. ng nhng cu hi hc ba
y bn ra khi cuc chi.

Nhng liu thuc gii hay nht chng bn

chn
 Vic chun b khng ngng l cch tt nht khc phc s s hi trn sn khu:
bit c mnh ni g, khi no th ni, v ni nh th no. C rt nhiu ngi hng
vo ni tm khi chun b, nh th li cng lm cho h thm lo lng. H t hi mnh
o ca ti c nhn khng? Ngi ngi hng th ba s ngh g? Ni mt cch
khc, tt c l v bn. Nu ta th thay ti bng chng ti xem sao. Hy t trng
tm vo vic sn phm hay dch v ca bn c ngha g i vi i sng ca ngi
nghe v hy tin tng vo cng tc chun b ca bn. Ti lm vic vi nhiu nh
lnh o c ti sn hng triu (i khi, hng t), la. Bn bit khng? H tr nn lo
lng khi ni chuyn trc m ng. Chuyn v thn kinh cng nc ci, bn cng
tp dt th cng t cng thng thn kinh.

Ti quen mt nh lnh o doanh nghip thng rt cng thng trc mi bui

thuyt trnh ln. ng khc phc c bng cch chun b n cng. ng nh trong
u ni dung ca tng hnh chiu v bit chnh xc mnh s ni g. ng n phng
hp sm th m thanh, my chiu v cho cc hnh chiu tin ln. V lnh o
doanh nghip c bit ny cn bit c nh sng trong phng th ch no nn ng
khng bao gi ng trong bng ti. mi l chun b! ng c th bn chn nhng
v thnh thi quen nn ng rt t tin v c xem l mt trong s nhng din gi
ti ba nht ca ngnh kinh doanh ca nc M.

Vn ng vin nh golf Vijay Singh p mt nghn qu bng mi ngy chun

b cho mt trn u. Vn ng vin bi li c huy chng vng Olympic Michael
Phelps bi mi tun tm mi cy s chun b cho mt cuc ua, v Steve Jobs c
nhng gi tp dt mt nhc trc mi bui thuyt trnh. Cc siu sao trong tt c cc
ngnh u khng ch cho may ri. Nu bn mun lm cho bt k khn gi no kch
ng, hy nh cp mt trang trong sch chin thut ca Jobs v bt u tp luyn i!
 CH THCH CA NH O DIN

Tp dt, tp dt, v tp dt hn na. ng xem l mi th u

c sn. Duyt li tng hnh chiu, tng bi biu din, tng thng ip
quan trng. Bn phi bit chnh xc mnh sp ni g, khi no s ni,
v s ni cch no.

Ghi li bi thuyt trnh. B ra vi trm mua mt ci camcorder v

t ghi hnh nh ca mnh. Bn khng cn ghi c bi. Ch nm pht
u cng cho bn y thng tin. Hy tm nhng ngn ng iu b khi
ng tr v nhng c ng khng c , nhng t m. Nu c th,
cng mt ngi khc duyt li on video.

Dng phng php thng nc chun b tr li nhng cu hi hc

ba. Bn s thy phn ln cc dng cu hi s ri vo mt trong by
loi.
 CNH 16
Trang phc ph hp

Kh lng tin l mt cng ty gi 2 t la vi trn 4.300 nhn vin

li khng th cnh tranh vi su anh chng mc qun b.

STEVE JOBS, TR LI TRONG V APPLE KIN NG

SAU KHI NG T CHC THNH LP NEXT

teve Jobs l ngi ngc li vi ca s Cher. Trong bui ha nhc Las Vegas,

S Cher v cc v n ca c thay trang phc n 140 ln; Jobs ch c mt b trang

phc cho tt c cc bui thuyt trnh. ra gii thiu, Jobs lun lun mc o c
l nhi mu en, qun b bc mu v i giy th thao trng. Nu bn mun bit chi
tit hn, th ng mc o thun St. Croix, qun b Levis 501 v giy chy b New
Balance. iu ny khng quan trng cho lm v bn s khng n mc nh ng. ng
c th lm nh vy v ng l Steve Jobs cn bn th khng phi. Ni nghim tc y.
Khi bn l mt huyn thoi kinh doanh c xem l pht minh li ton b ngnh
cng nghip my tnh, th bn c th xut hin trc cng chng trn ngi mc bt
k th g bn mun.

Mc d phn ln ngi ta quen vi b qun o gm smi en v qun b xanh

(Cc nh v hot hnh The Simpsons v nhn vt Jobs qun b, o nhi trong mt
tp ca phim nm 2008) nhng Jobs khng phi lun lun n mc nh th. Khi Jobs
cn tr v mun cc nh u t v cng chng xem l nghim tc th ng n mc
chnh t. Jobs ca nm 1984 nhn rt khc Jobs ca nm 2009. Trn ba ca tp san
Macworld u tin ra thng Ging 1984 c nh ca Jobs ng sau mt bn lm vic
trn c by ba chic Macintosh u tin. ng mc mt b complet mu nu c sc
nh, c vt nu, v smi trng. Vng, Jobs c ln mc k sc. ng li cn mc
mt b nghim chnh hn lm bi thuyt trnh khi ng gii thiu Macintosh,
smi trng, o veste mu xanh sm ci cho ngc, v mt chic n con bm mu
xanh lc. Hy tng tng xem, Jobs tht n con bm. Tht th y!

Jobs l ngi thng minh. Trang phc ca ng lun lun l hnh nh ca v

lnh o m ng mun tr thnh. ng hiu rt r l y phc gy nh hng th no trn
ngi khc. Khi Jobs ri khi Apple, ng rao hng cho cng ty mi ca ng, NeXT,
ti Ngn hng M. Dant Lewin, gim c tip th ca NeXT mc qun b n nh
Jobs cng ng i n mt cuc hp. Jobs ra ng mc mt b complet Brioni t
tin mua Wilkes Bashford. Jobs ni: , hm nay chng ta i ngn hng. [1] i
vi Jobs, qun b l n s, khng phi n ngn hng. By gi bn c th bi
ri. Jobs mc complet n ngn hng v qun b n s lm vic. Nhng iu ny cho
chng ta bi hc g? Mt anh hng qun i tht s, nguyn l lnh bit kch M, Matt
Eversmann, c ln cho ti mt li khuyn hay nht v cch n mc m ti cha tng
nghe n. Eversmann ch huy qun trong nhng trn chin c lit Mogadishu,
Somalia thng Mi nm 1993. Trn chin c a ln phim c tn l Black Hawk
Down. Ti gp Eversmann trong mt cuc hp lm n v ti xin ng mt vi li
khuyn v cch ch huy c th chia s vi cc c gi ca mnh. Eversmann ni vi
ti l cc lnh o n mc p hn mt cht so vi nhng ngi khc. ng ni rng
ln u tin khi ng gp mt cp di, i giy ca ng phi bng hn, o smi phi
trng hn, v qun l thng np hn.

Ti khng bao gi qun li khuyn y. V sau, ti phng vn George Zimmer,

ngi sng lp ra chui ca hng qun o cho n ng Mens Wearhouse. Zimmer
ng vi Eversmann nhng ni thm phi thch hp vi vn ha. Nh th cng c
l, bn khng th n bui du ngon d ngoi ca cng ty m n mc cng ging nh
n cng ty. Hn na cc cng ty khc nhau c nhng vn ha khc nhau. Apple l
mt cng ty mang tnh chng i, nhiu sng to v hng v cch suy ngh khc
ngi. Mt nhn vin Apple c th mc mt b khng theo nghi thc hn l mt
gim c Wall Street.

Mt khi bn pht minh ra mt sn phm c th lm thay i th gii th chng

ta mi bn n chuyn n mc xunh xong. Cn by gi th y l li khuyn hay
nht v trang phc bn cha bao gi nghe n: hy lun lun mc p hn mt cht
so vi tt c nhng ngi khc, nhng phi ph hp vi vn ha.
 CH THCH CA NH O DIN

n mc nh nh lnh o m bn mun tr thnh, khng nh chc v

m bn ang c. Cc nh lnh o ln n mc hi p hn nhng ngi
khc trong phng. Hy nh l khi Jobs mun c tin u t t ngn
hng, ng mc mt b complet t tin.

Mc qun o sao cho ph hp vi vn ha. Steve Jobs c th mc o

thun en, qun b xanh, v giy chy b bi v tt c nhng g trong
thng hiu ca ng c xy dng trn quan im ph v nguyn
trng.

Nu bn mun n mc nh mt ngi ni lon, hy n mc nh mt

ngi ni lon giu c. Jobs mc o thun St. Croix. N trng ging nh
mt o thun en nhng t nht l ng cng b nhiu tin vo y.
 CNH 17
Qung kch bn i
Hy l mt mu mc ca cht lng.

C ngi khng quen vi mt mi trng trong y

ngi ta yu cu phi xut sc.

STEVE JOBS

teve Jobs l din gi ti gii tt bc i vi cc khn gi ca th k hai mi

S mt mun nghe ni chuyn ch khng nghe ging. Jobs c mt phong thi ni

chuyn bnh thng, mt tnh khng trnh trng m nh tho lun trong
chng trc, c c nh nhiu gi tp luyn. Tp luyn nhiu lm ng phn ln
thi gian khng cn kch bn. Trong cc bi biu din, Jobs giu cc phiu ghi chp
khng cho khn gi thy nhng khng bao gi c nguyn vn. Cc phiu ghi chp
ch c s dng nh nhng th bo hiu cho bc tip theo trong biu din. Thng
th Jobs khng cn phiu ghi chp trong cc thuyt trnh ca mnh.

Nh ni n trong Cnh 8, phn ln cc din gi to ra nhng

slideuments: cc ti liu di dng hnh chiu. Slideuments lm gy chng cho
nhng din gi loi xong thng c li tng ch trn hnh chiu, lm nh vy th
phi quay lng li khn gi. Jobs c mt kch bn ch yu trong u ng. Cc hnh
chiu ca ng, thng rt bt mt, tc ng nh nhc. Mi hnh chiu c mt
tng chnh v ch mt m thi.

Sau khi rt ra t mt phong b mu nu chic MacBook Air mi trong khonh

khc gy ngc nhin ca MacWorld 2008, Jobs khm ph chic my tnh mi trong
chi tit. Nh ta thy trn Bng 17.1, cc hnh chiu ca ng c rt t ch nhng c y
thng tin nhc ng mt tng mi hnh chiu c mt ch .
 Hnh 17.1
Jobs t ra
nhit tnh
tht s khi
gi ln mt
b x l Intel
ca
MacBook
Air.

Jobs tip tc gii thch rng MacBook Air c cng b x l nh tt c cc my tnh

xch tay khc ca Apple v cc iMac. ng ngc nhin v vic Intel c th ng u
vi th thch, to ra mt con chip c cng cng sut nhng trong mt th tch nh hn
60 phn trm. Ri Jobs gii thiu Paul Otellini, TG Intel, ng ny a cho Jobs mt
b x l mu. Con chip ny khng ai thy c tr khi ngi hng u, nhng Jobs
mm ci lm cho c hi trng bng sng ln. ng ni: y l mt k thut ng
s v cng khng giu gim lng nhit tnh ca mnh. Xem Hnh 17.1.

BNG 17.1

MT CH CHO MT HNH CHIU TRONG

BI THUYT TRNH CA JOBS MACWORLD 2008

Li ni ca Steve Hnh chiu ca Steve

y l my tnh xch tay mng nht th Ch vit My tnh xch tay mng
gii. nht th gii.
M n ra, n c mt nam chm; khng c nh chic my tnh vi dng ch
mc lm rch qun o bn. np nam chm trn ba tri mn
nh.

N c mn hnh rng 13,3 ins. nh chic my tnh vi dng ch

mn hnh rng 13,3 ins gia
mn nh en.

Mn hnh tuyt p. N c mn hnh LED nh chic my tnh vi dng ch

chiu t pha sau. N tit kim nng lng, n LED chiu t sau trn ba tri
sng v bt ln ngay lc bn m np ra. mn nh.

Pha trn mn hnh cn c mt camera iSight nh my tnh m dn, hin ln

gn km lm hi ngh qua video ngay sau camera iSight pha trn mn hnh.
khi m hp.

Lt n xung, ta c mt bn phm c ln; C nh bn phm vi dng ch Bn

l y l bn phm xch tay chng ti cha phm c ln trn ba tri mn
bao gi bn ra. Tht l mt bn phm phi nh.
thng.

Chng ta c mt chut phng trackpad rt nh chut phng ca my vi

ln, nh vy l kh hay. Chng ti c sn dng ch ng tc cm ng a
trong my ph tr cm ng a im. im trn ba tri ca mn nh.

Mt ln na, cc bn hy xem sn phm ny, nh chic my tnh nhn nghing

n p v mng lm sao. By gi chng ta vi dng ch Lm sao nht mt
lm th no nht mt chic Mac vo y? chic Mac vo y?
Ti vn cn kinh ngc lm sao n nhm k
thut ca chng ti lm c.

S k diu tht l trong in t. y l mt nh bng mch chnh vi mt

chic Mac hon chnh vi bng mch ca n. chic bt ch t bn cnh, bng
N c g c bit khng? Hy xem bng mch mch cn ngn hn bt ch.
ca n ln nh th no [khng ni n bt
ch; chng ta hy cho hnh nh t ni ln]
N tht b t hon. Nht c mt chic Mac vo
y tht l mt thnh tu k thut k l.

Chng ti khng h nhng b v c tnh nh b vi x l Intel Core 2 Duo.

ca my. C Intel Core 2 Duo. y l b x
l tht s nhanh mt th git gn.
 Nm bc qung kch bn i
Cc din vin ni ting thng tp dt hng thng trc bui cng din khai mc.
Khn gi s b v nu mt din vin ln sn khu trong tay cm kch bn. Chng ta
mong din vin ni t nhin, khng phi nh h hc thuc lng v kch, ngay c khi
h lm ng nh vy. Khn gi ca bn cng mong nh vy mt din gi ln ni
chuyn cn chnh xc tng cu tng ch. Sau y l nm bc gip bn nh kch
bn trong khi lm cho bn c v t nhin nh mt din vin ti ba hay mt din gi ti
ba nh Steve Jobs:

Vit kch bn y cu ko trong phn ghi ch ca PowerPoint. y

khng phi lc bin tp di dng. Ch vit cc tng ca bn trong nhng cu
y . Hy th i, tuy nhin, khng gi tng ca mnh trong nhiu hn bn
hoc nm cu.

Nhn mnh hay gch di t chnh trong mi cu, v tp dt bi ni

chuyn. c ht kch bn m khng s vp vp hay qun cu ch. Lic nhn
cc t chnh luyn tr nh.

Loi b nhng t tha trn cc cu ca kch bn, ch li nhng t

chnh. Tp dt li bi ni chuyn, ln ny dng cc t chnh nhc nh.

Nh mt chnh trn mi hnh chiu. T hi mnh, iu c nht m ti

mun khn gi nh trn hnh chiu l g? Hnh nh trn hnh chiu phi b
sung cho ch c nht y. Trong trng hp ny, hnh nh thay cho ngi
nhc. Th d nh khi Jobs ni rng Intel Core 2 Duo l b x l chun trn
MacBook Air, hnh chiu ca ng ch cho thy nh ca b x l y. iu c
nht m ng mun khn gi bit l Apple ch to mt my tnh siu mng
m khng phi chm chc trn mt cht lng.

Tp dt ton b bi thuyt trnh khng cn phiu ghi nh, ch dng cc

hnh chiu nhc nh. Sau khi i c nm bc ny, bn phi tp dt
li mi hnh chiu bn ln, nh vy l tn nhiu th gi hn mt din gi bnh
thng tp dt cho c bi thuyt trnh.

By gi chng ta hy i vo thc hnh phng php nm bc trn. Ti c ln c

mt qung co cho qu h tng Vanguard khng thu ph bn. [2] N c hnh hai cc
nc, cc bn tri c mt t nc, v cc bn phi y nc. Tiu vit Ph tn
cng thp, bn cng gi c nhiu. Qung co nh th ny cho ta mt th d rt hay
v cch to ra nhng hnh chiu thuyt phc bt mt. Gi th qung co l mt hnh
chiu: Bng 17.2 cho thy mt kch bn gi nh vit theo nm bc c trong u (Ti
to ra ni dung da trn ti liu qung co ca Vanguard.)
 Khi bn tht s c bi thuyt trnh cui cng, nu phiu ghi nh lm bn yn tm,
hy bng mi cch duy tr chng s dng. Mt li ch ca phn mm thuyt
trnh Keynote ca Apple l n cho din gi c cc ghi nh trn mn hnh my tnh
trong khi khn gi xem hnh chiu trn mn nh. C th kh hn, nhng khng phi
bt kh thi nu bn dng PowerPoint. Tuy nhin, bt k phn mm bn dng, nu tp
dt y , bn s thy khng phi da vo cc phiu ghi nh.

BNG 17.2

P DNG PHNG PHP NM BC QUNG KCH BN I

Bc Kch bn ca thuyt trnh

1 u t ca bn chu ph tn bao nhiu l mt nhn t quan trng v c th tc

ng n s tin bn thu c v lu v di. Nhn chung, ph tn cng thp,
tin bn gi li cng nhiu. Nhiu cng ty u t ni l h thu ph thp, nhng
tht ra h thu ph nhiu hn chng ti n su ln. Nh vy bn c th mt i
hng nghn la. Th d nh bn u t 10.000 la cho hai mi nm vi 8
phn trm li tc, bn s gi li c nhiu hn 58.000 la vi qu ca
chng ti khi so snh trung bnh trong ngnh.

2 Ph u t ca bn rt quan trng v c th c tc ng ln s tin bn thu

c v lu v di. Nhn chung, ph cng thp, tin bn gi li cng nhiu.
Nhiu hng u t ni l h thu ph thp, nhng tht ra h thu hn chng ti
n su ln. Bn c th mt i hng nghn la. Th d nh bn u t 10.000
la cho hai mi nm vi 8 phn trm li tc, bn s gi li c nhiu hn
58.000 la vi qu ca chng ti khi so snh vi trung bnh trong ngnh.

3 Ph u t quan trng

Ph cng thp, bn cng gi li c nhiu tin

Su ln nhiu hn

Gi c 58.000 la nhiu hn.

4 Ph cng thp, tin gi li c cng nhiu.

5 Tp dt thuyt trnh khng phiu ghi nh. Hnh chiu hai cc nc mt vi

mt y phi nhc nh bn a ra thng tin: bn u bullet trong bc
3.

S dng cc phiu ghi nh cch no

nu bt buc phi dng
Cc phiu ghi nh chnh chng khng phi l iu xu. Nhn qua xem Jobs tht s s
dng phiu ghi nh nh th no, mt blogger chp nh c mt tp phiu ghi nh
lm biu din trong Macworld 2007, ni ting v n gii thiu iPhone. Cc phiu c
ng thnh mt tp sch s, c nhng t giy mu phn tch cc on. Bc nh ca
ngi blogger cho thy mt tp sch nh m ra trang Jobs biu din cc kh nng
Internet ca iPhone. C bn loi c ghi bng ch m c to: Th t, Safari, Cng
c v Bn . [3] Di mi loi hnh chnh cn c t hai n nm im ph. Ta hy
xem mt loi c bit, phn Bn . Sau y l nhng g c in chnh xc trn trang
y.

BN

Ty Moscone

t hng 4.000 ly c ph sa Starbucks mang n

Tng i Washington

Xem v tinh

Thp Eiffel, Colise

Nh th y. Cc phiu ghi nh y l nhng li nhc nh m Jobs cn dn khn

gi i qua mt phn c bit ca bi biu din.

Jobs bt u ni vi khn gi l ng mun cho h xem mt th g tht s ng

ghi nh, Google Maps trn iPhone. Lc u, ng m chng trnh ng dng v
phng to nh n mt ng ph San Francisco v khu Ty Moscone, a im ca
Macworld.

Vic th hai ng lm l nh ch Starbucks tm ca hng c ph gn nht.

Ri ng dng iPhone gi Starbucks v chi tr a nh ta thy Cnh 12, t mua
bn nghn ly c ph sa mang n. (Ti khng cho l tr a ny c trong kch bn
cho n khi thy c bc nh ca phiu ghi nh ca Jobs trn sn khu. ng a ra
nh th l t pht, nh th mt ln na cho thy Jobs khng cho bt k th g l c
sn.)

Vic th ba ng lm l i thm tng i Washington, nhp hai ln trn mn hnh

n gn li. Th t, ng la phng n thay bn bng nh v tinh. ng chiu ln
mt bc nh tng i Washington. ng ni: Khng th tng tng c, ngay
trn in thoi ca ti? Cui cng ng cho i thm thp Eiffel v Colise Rome, c
hai dng nh v tinh. ng kt lun: nh v tinh ngay trn in thoi ca chng ta.
Tht khng th tin c. Kh lng tng tng ni. Jobs da vo kch bn trong
biu din, nhng n c vit ra v tp dt nhiu ln cho nn ng ch cn vi t
chnh nhc mnh.

Vng, Steve Jobs c v nh ni chuyn, nhng by gi bn bit l ni chuyn

cng cn tp dt rt nhiu. V cch bn tp dt c th lm ra iu khc bit. S
dng cc hnh chiu nh my nhc nh ca bn. Nu bn qun vi im ph, t nht
bn cng nm c ch chnh. Trn ht l hy qung kch bn i. Cc phiu ghi
nh s lm nh hng n mi lin h trn mt cm xc m bn cn thit lp vi khn
gi, lm gim gi tr bi thuyt trnh. Ngh thut sn khu c th bin mt bi thuyt
trnh tm thng thnh mt s kin khc thng. Mt kch bn c th gy cn tr.

CH THCH CA O DIN

ng c trn cc phiu ghi nh tr nhng trng hp c bit

trong y bn phi i theo tng bc mt qu trnh nh trong cc
bi biu din.

Khi bt buc phi c trn cc phiu ghi nh, ng to ra qu ba

hay bn im bullet ln trn mt phiu ghi nh hay trn mt t
giy. To mt phiu ghi nh cho mi hnh chiu. Nu dng cc ghi
nh cho din gi trn cc phn mm trnh din Keynote hay
PowerPoint, hy gi cho cc im c du bullet ng qu ba hay
bn. Nu ch c mt th cng hay.

S dng cc nh trn hnh chiu nhc bn ch ni v mt ch

chnh mt thng ip chnh cho mi hnh chiu. Hy ngh n
Mt ch cho mt hnh chiu.
 CNH 18
Vui nhn

Ai ai cng mun c mt chic MacBook Pro,

bi v h hay than vn.

STEVE JOBS

m 2002, h iu hnh Mac OS 10 mi ra i, v Apple mun c khch hng

N v cc nh thit k phn mm s dng n. Jobs quyt nh cho vn ny

ngh, ti Hi ngh Ton cu ca cc nh thit k phn mm.

Khi cuc trnh din bt u, Jobs khng c mt trn sn khu. Thay vo y l

mt ci quan ti c khi trng bao ph xung quanh. Nn nhc l mt bi n orgue m
m. Cui cng, Jobs xut hin sau bc mn, bc n bc mn, m np v li ra mt
bn OS 9 c kch thc ln, y l h iu hnh trc ca Apple. Khn gi hiu ngay
tr a v bt u ci r ln v v tay.

Jobs tip tc cu chuyn a. Vi mt bn OS 9 nm trong quan ti, Jobs li ra

mt mnh giy v c iu vn cho h iu hnh. ng bt u: Mac OS 9 lc sinh
thi l bn ca tt c chng ta,

Bn y lm vic khng mt mi cho chng ta, lun lun chy cc ng

dng, khng bao gi khc t mnh lnh no ca chng ta, lun lun
phc tng chng ta, tr khi bn y qun mnh l ai v bt chng ta khi
ng li. Bn y ra i vo thng Mi nm 1998 Hm nay, chng ta
thng khc bn OS 9 va qu c. Bn y ang trn tri trong mt ci
thng ln ng cc bit, c l ang nhn xung chng ta vi n ci mi
khi bn y khi ng. Mac OS 9 sng mi trong cc th h sau nh Mac
OS 10. Yu cu cc v cng ti c mt pht mc nim tng nh
ngi bn c Mac OS 9. [1]

Jobs bc tr li n ci quan ti, t ci hp vo trong, y np li, nh nhng

t mt bng hoa hng ln np. Khn gi c nh ngi i ang n ngu nghin, Jobs
thnh cng, v lm nh th, ng li c mt cuc a vui.

Jobs thch vui nhn, v ngi ta thy r. Mc d phi b nhiu th gi ln k

hoch v chun b, phi tp dt gi ny qua gi khc, v chm ch gn nh cung
tn cho tng hnh chiu, tng bi biu din khng phm li nh, i khi c trc trc
nhng Jobs khng chu cho cc chuyn nh quy ry ng. ng phi c a vui, cho
d bi biu din c thnh cng hay khng.

Chng ta hy xem th trng ln nh th no, Jobs ni khi ng m t c hi th

trng cho iPhone Macworld 2007. Bt thnh lnh, hnh chiu ca ng khng chu
tin ti. Ci iu khin t xa ca ti khng hot ng, ng ni. V ng bc sang
bn phi ca sn khu kim tra my tnh, hnh chiu c v tin ln c. , c th
l n hot ng. Khng. N khng chy. Jobs ly mt ci iu khin khc nhng n
cng khng hot ng. ng mm ci ri ni Ci iu khin khng hot ng. By
gi h ang chy o in sau hu trng. [2] Khn gi ph ln ci v sau vi giy
na c gng cha ci iu khin, Jobs ngng li, mm ci ri k cu chuyn sau:

Cc bn thy khng, vic ny lm ti nh li khi chng ti cn hc trung

hc, Steve Wozniak v ti ch yu l Steve c sng ch ra mt thit
b mang tn my lm nhiu TV. N l mt b to dao ng nh c th
pht ra nhng tn s lm nhiu TV. Woz hay b n trong ti. Chng ti
n mt k tc x Berkeley, ni anh ang hc, c mt nhm sinh vin
ang xem Star Trek. Anh lm TV chy lon x, c ngi n sa,
nhng khi h ng ln, anh li cho n chy li, v TV b nhiu li.
Trong vng nm pht, c ngi thn hnh xin xo nh th ny [ng vn
vo thn hnh, xem Hnh 18.1] , xem ny, c v nh n chy li ri.
[3]

Trong cu chuyn mt pht ny, Jobs cho thy mt b mt ca c tnh ca

mnh m t ngi c thy. N lm cho ng c nhn tnh, hp dn v t nhin. ng
cng cha bao gi b bi ri. Ti tng thy ngay c mt vi din gi c kinh
nghim cng b mt phng hng v nhng chuyn nh.

Mt ngi s dng YouTube c a ln mng mt on phim nm pht cho

thy khong mt chc chuyn kh x ca Jobs [4] S v vic gy lng tng nh vy
tht ng ngc nhin khi ta thy mc tp dt trong chi tit ca bi thuyt trnh
chnh ca Jobs. Cc chuyn kh x ny cho thy nhng k hoch chu o nht i khi
cng b chch choc: mt hnh chiu khng tin ti, mt hnh chiu xut hin khng
ng ch, mt biu din khng thnh cng. Nhng chuyn y xy ra cho nhng din
gi c chun b tt nht, v chng c th, v chc chn l s xy ra vi bn mt lc
no .

S khc bit gia mt din gi xong v mt bc thy tht s nh Jobs l khi

c mt biu din khng theo ng k hoch, Jobs phn ng li vi mt lng t tin
bnh tnh. Khn gi thy mt ti t hon ton nm c quyn kim sot ca thit b
ca mnh. Nu c g khng chy, Jobs khng dng li y hay gy ch mt cch
khng cn thit n vn . ng mm ci, a vui, gii thch cho khn gi nhng g
h thy v tip tc tin ti.

Hnh 18.1
Jobs biu
din mt
tr a
m ng
cng
ngi
ng sng
lp ra
Apple l
Steve
Wozniak
nh la
nhng
sinh vin
khng
nghi ng.

ng m hi v chuyn nh nht
Trong mt bi biu din cho Apple TV ti Macworld 2008, Jobs cho kt ni
trc tip vi Flickr, mt trang web trao i tranh nh. Jobs la ra nhiu chng loi
cho khn gi thy tranh nh c th ly t trang web nh th no v chiu ln mt mn
nh rng trong phng khch. Khng may l mn hnh vn ti en. Sau khong hai
mi pht c gng ly hnh nh, Jobs gin d quay mt v khn gi, mm ci, v ni:
, ti s l Flickr khng pht hnh nh trn trang ny. [5]

Jobs khng cho bt c mt th g lm ng mt bnh tnh trn sn khu. Thay

vo y, ng cng nhn l c vn , tip tc bi biu din, tm tt cc ti liu v t
thy thch th. ng kt thc bi biu din Apple TV bng cch ni, Tt c nhng ci
ny trn mn nh rng ca cc bn, phim, chng trnh TV, m nhc, thu thanh, nh
t dot-Mac v t Flickr khi n pht cho hnh nh! y chnh l nhng g ti mun
trnh by hm nay. C phi l thng khng ? [6] Khng bao gi Jobs b mt i
lng nhit tnh. Biu din c th khng c hon ho, nhng nh th khng lm ng
gim i s vui thch ca ng vi sn phm.

D bn c chun b nh th no i na, s c mt ci g c th v chc l s

khng theo ng k hoch ca bn. Ch l ti khng ni v chuyn sai lm xy ra.
Ch l sai lm khi bn ch n vn hay l bn cho n lm hng phn cn li
ca bi thuyt trnh. Ngi ta n nghe bn ni, bit nhng g v mt sn phm,
mt dch v, hay mt sng kin c th ci thin i sng ca h.

Khi mt bi biu din khng c sun s nh lc Jobs tp dt, ng khng

bao gi mt bnh tnh. Ni mt cu nh Oops, khng phi l ci ti mun. Hay
Cc bn i, ti cn gip y, ci ny khng chy. ng s mt mt t th gi cho
n chy, v ng lm vy rt bnh tnh.

Trong mt bi thuyt trnh, Jobs khng cho mt my nh s chy c, v vy

ng lm tr vi n, nm cho mt nhn vin Apple ngi dy gh u v ni: Ti cn
mt chuyn gia sa cha n. N qu k thut i vi ti. Khi n chy th tht l
tuyt vi. [7] Nh vy y, khi n chy th tht l tuyt vi.

Bn hy tng tng ang xem mt ngi trt bng ang biu din mt ng
tc ma rt phc tp. Bn bit l ch mt sai st nh cng lm cho ngi trt bng
ng xung. Khi vic ny xy ra, bn cau mt, nhng hy vng l ngi y s ng dy
tip tc biu din hay hn na. Khn gi ca bn cng vy. Khng ai tr bn li
mong mun s hon m. Khn gi s tha th cho nhng chuyn kh x nu bn c th
bt dy.

Trong thi gian Jobs ngh vic ghp gan, c nhiu iu c vit v nhng
g ng tit l, ng phi tit l chng no v phi lm sm hn ra sao. R rng l Jobs
kh chu vi bo gii, gi vi phng vin n la ry h v vit v nhng vn m
ng mun gi trong ch ring t. Trong khi cc blogger v phng vin chen ln nhau
c bi vit v bnh tnh tht s ca ng, ti rt n tng bi vic Jobs gi c tm
trng vui v.

Thng Chn nm 2008, Jobs ln sn khu WWDC v ni: Xin cho. Cm n

cc bn n y sng nay. Chng ti c vi chuyn rt th v chia s vi cc
bn. Nhng trc ht, ti mun nhc n chuyn ny. ng ch ln hnh chiu sau
lng mnh, trn ch c dng ch Cc bo co v ci cht ca ti tht s phng
i qu mc. Jobs ni vi khn gi: Ni nh th ri v ng tip tc bi thuyt
trnh. [8] Khn gi ci r v hoan h. Gii truyn thng v cc nh u t l tt
nhin mun c nhiu thng tin hn nhng y l tt c m Jobs mun cho h bit vo
lc y, v ng vui v ch giu h
By gi l thng tin gii tr
Phn ln cc nh truyn thng doanh nghip qun rng khn gi ca h mun
c thng tin v c gii tr. Jobs tip cn cc thuyt trnh nh thng tin gii tr;
ng dy cho ngi ta nhng ci mi v thch th lm vic y. l nhng iu hay
nht trn i dnh cho khn gi ca ng. Phn ln cc chuyn gia kinh doanh khng
mm ci hay thng thc khonh khc y nh ng ra h phi lm. H b mc su
vo cch thuyt trnh v mt i nhit tnh m h c tht s i vi cng ty, sn
phm, hay dch v ca h. Jobs lun lun bc ln sn khu vi n ci trn mi,
ci ni d dng, v mt hai cu chuyn hi hc (thng nhm vo Microsoft).

Ngy 16 thng Mi, 2003, Jobs hon tt cuc tho lun v mt hp tc mi

vi AOL trong lnh vc m nhc v mt gii thch v chc nng iTunes mi. Khn gi
tng l xong, nhng Jobs c thm mt chc nng mi na trnh by. ng ni
l mt chc nng m nhiu ngi tng l chng ti khng thm vo cho n khi
n xy ra. ng ch vo hnh chiu, trn y c ch Cho n khi a ngc tr thnh
bng gi. ng ni: Hm nay ti n y bo co vi qu v l iu ny xy ra.
[9] V vi li m u nh th, Jobs gii thiu iTunes dng cho Windows. Khn gi
ci to khi Jobs ni iTunes cho Windows c l l chng trnh p dng hay nht ca
Windows t xa n nay! Khn gi phn khi, v r rng l chnh Jobs cng thch
th vi phn ng ca khn gi.

Ngi ng sng lp Apple, Steve Wozniak c ni l ng v Jobs c cng hai

iu yu thch: in t v tr a tinh nghch. T u thp k by mi khi Jobs v
Woz cng nhau ch to cc my tnh trong nh xe ca b m h, Jobs c lng
ham mun mang k thut my tnh n cho i chng. Tinh thn y tr li trong
mi bi thuyt trnh ca Jobs. Bi thuyt trnh no ca Jobs cng m ui, phn
chn, y thng tin, v, trn ht, l vui nhn. Bng nhiu cch, n n t nhin v y
l cch ng sng i sng ca mnh.

Khi Jobs ngh vic nm 2009, c phiu ca Apple ri tt xung v c nhng

bn tn v sc khe ca Jobs, c th v thiu nhng sn phm mi v hay, v kh nng
c s thay i lnh o. Cc nh quan st t hi, liu Apple khng c Jobs c cn
thnh cng khng? Mt nh phn tch, Shaw Wu, li c ngh khc v tt c mi vic
ny. ng l lun, Apple khng c Jobs s phn thnh, v tinh thn ca Jobs c
th ch ha. Wu ni rng Apple c mt kh nng k l thu ht nhng doanh
nhn cn c tm cch lm thay i th gii.

Richard tm a vui
 Ti khng c b mt no c. Khng c quy lut no phi tun th trong kinh doanh.
Ti ch lm vic cn c, nh t trc n nay, tin l ti c th lm c. Tuy nhin,
trn ht, ti c gng c vui nhn.
RICHARD BRANSON
PC World, ni rng Jobs, mt din vin xut sc nng vic thuyt trnh gii
thiu sn phm mi ln mt hnh thc ngh thut v h cu mong cho ng nhanh
chng bnh phc Jobs c th tr li lnh o cng ty v ln sn khu mt ln na.
[10]

Trong hn ba thp k, Jobs lm say m ton th gii. D l Mac hay l

PC, chng ta tt c chu n Jobs v cho chng ta c hi theo ng trn con
tu o in thn k, nh li ca Bob Dylan, ca s m ng a thch nht. y l mt
chuyn du hnh tuyt vi, v nu bn chu kh , Jobs s gip bn bn nhng
tng ca mnh mt cch thnh cng hn m bn cha bao gi tng l thc hin
c.
 CH THCH CA NH O DIN

Phi xem mi bi thuyt trnh l mt thng tin gii tr. Khn gi ca bn

mun hc hi v gii tr. Hy vui nhn. Ngi ta s thy.

ng bao gi xin li. Bn khng c li g khi li ko s ch n vn

. Nu bi thuyt trnh ca bn khng sun s, hy chp nhn n, mm
ci v tip tc. Nu ch mnh bn thy r, ng cho ngi ta ch .

Thay i khung tiu chun. Nu c g khng ng nh k hoch, n

khng phi l sai lm tr khi bn cho n lm hng ht phn thuyt trnh
cn li. Gi trong u i th, vui nhn ln v vt b cc chuyn nh i.
 DIN TIP
Cn mt chuyn ny na

C i i, c in i.

STEVE JOBS

teve Jobs c bt khn gi mnh phi on m. Rt thng xuyn, nhng khng

S phi lc no cng th, khi kt thc bi thuyt trnh, ng thng ni vi khn gi

cn mt chuyn ny na. Th d nh khi Jobs thng bo l ng s tr li lm
TG Apple (b ch lm thi trong chc danh ca mnh) nh cn mt chuyn ny
na trong kt lun ca bi thuyt trnh Macworld ngy 5 thng Ging, 2000. y l
mt yu t bt ng m khn gi trng ch v yu thch. V khn gi trng ch thm
mt chuyn na m Jobs khng phi lc no cng cho ra. Mt bt ng khng cn l
bt ng nu ai ai cng bit l n s ti.

Nh vy, theo ng kiu cch ca Steve Jobs, ti s cn mt chuyn ny na

cho cuc tho lun ca chng ta. Ngy 12 thng Su, 2005, ngay sau mt cuc vt ln
vi mt th ung th ty tng him thy v cha khi c, Jobs c bi din vn
trong l tt nghip ca trng i hc Stanford. N tr thnh mt s kin no ng
trn Internet. N l mt trong nhng bi din vn nhn dp tt nghip c a thch
nht trn YouTube, cn c ngng m hn cc bi ni chuyn khc ca nhng din
gi ni ting nh Oprah, Randy, Pausch, tc gi cun The Last Lecture, hay J.K.
Rowling ca cc truyn Harry Potter.

Jobs to ra bi ni chuyn c s dng nhiu k thut lm cho cc bi thuyt

trnh ca ng tr nn si ng. Ch c mt th vng mt trong ngy y, l cc hnh
chiu. Phn cn li l Steve Jobs rt c in. Ti trch ra vi on minh ha cch
ng p dng ti nng truyn ti v trnh by khc thng ca ng vo bi ni chuyn
nay tr thnh ni ting. Ti ngh cc bn c ton vn bi ny trn trang mng
ca Stanford. [1]

Hm nay, ti mun k cho cc bn ba cu chuyn ca i ti. Nh th y.

Khng c g to tt. Ch l ba cu chuyn.

y chng ta thy quay li quy lut s ba (xem Cnh 5) n ng mt vai tr

quan trng trong thng ip ca Jobs. ng vch ra mt l trnh cho ngi nghe bng
cch mong i ba cu chuyn khng l mt hay l bn m l ba. Cu trc ca chnh
bi ni chuyn tht n gin ng ch : m u, ba cu chuyn, kt lun.
 Cu chuyn th nht l v ni cc chm chm.

y, Jobs k li cu chuyn th nht trong ba giai thoi. Chuyn ny l v

vic ng b hc ti trng Reel ch sau su thng. Jobs ni rng lc u c s nhng
cui cng mi vic n c, v n cho ng c th gi theo cc lp m ng thch, nh th
php. Mi nm sau, ng ghp cc kiu ch th php vo Macintosh, ni cc du
chm chm.

Tht l p, c tnh lch s, tinh t trong m thut mt cch m khoa hc khng

bt c, v ti thy tht quyn r.

Jobs tm ra tnh am m ca ng v nhng g n gin v c thit k ngay t

tui thanh nin. ng pht hin ra mc tiu c bn ca mnh l cu nhn th lm
thay i th gii v khng bao gi quay u nhn li. Hy chia s mi am m ca bn
v ch ca bn, v nhit tnh ca bn s ly lan ra chung quanh.

Cu chuyn th hai ca ti l v tnh yu v mt mt.

Trong phn ny, Jobs ni v tnh yu ca ng i vi cc my tnh tui hai

mi v chia s tnh yu y vi anh bn Woz ca mnh. ng ni n vic lp ra
cng ty gi 2 t la trong mi nm, ri, tui ba mi, b hi ng gim c ca
Apple sa thi.

Ti chc chn rng iu c nht lm ti tip tc l v ti yu iu ti lm. Cc

bn phi tm ra mnh yu ci g.

Mt ln na, lng am m li l ch trung tm ca cuc i ca Jobs. Jobs

tin chc rng ng thnh cng v ng i theo ting gi ca tri tim. C nhiu chn l
trong vic ny. Cc bn hy nh li xem, khng mt k thut thuyt trnh no ca ng
li hot ng c nu ngi ta khng c lng am m i vi thng ip mnh a
ra. Hy tm ra mt iu m bn thch lm n ni bn khng th i cho tri sng
lm li tt c. Mt khi lm nh vy, bn tm thy thin chc ca mnh.

Cu chuyn th ba ca ti l v ci cht.

Cu ny m u cho phn cm ng nht ca bi ni chuyn. Jobs nh li ngy

cc bc s bo cho ng bit l ng b ung th ty tng. ng cho rng mnh ch cn
sng c t ba n su thng. Bnh ung th ny v sau c bit l mt th rt him
gp v c th cha khi, nhng tri nghim ny li cho Jobs mt n tng khng
bao gi phai nht.

Khng ai mun cht c. Ngay nhng ngi mun ln thin ng cng khng
mun cht c ln trn y.
 Jobs lun lun vui a. ng tm c cch a hi hc vo mt ch v
bnh tt.

Cuc i ca bn c hn, vy ng lng ph n khi sng cuc i ca mt

ngi khc. ng b vo by ca gio iu ngha l sng vi cc kt qu ca
t tng ca nhng ngi khc. ng ting n ca quan im ca nhng
ngi khc lm t i ting ni bn trong ca bn.

Chng ny l mt th d ca mt cng c hng bin mnh m gi l php

trng lp, nhc li cng mt (hay nhiu) ch trong nhng cu ni tip nhau. Ta hy
xem cu ni ca Martin Luther King: Ti c mt gic m rng... Ti c mt gic
m... Ti c mt gic m hm nay. Cc nh hng bin chnh tr t Churchill n
King, t Reagan n Obama, s dng php trng lp cu to nhng lp lun
mnh. Nh Jobs thy, cu trc c in ca cu ni ny khng ch dnh cho cc lnh
o chnh tr. N sn sng cho bt k ai mun iu khin mt khn gi.

V quan trng hn ht, hy c can m theo tri tim v linh cm ca bn.

Chng bng mt cch no bit c bn tht s mun bn thnh g... c i
i, c in i.

Jobs kt thc bi ni chuyn vi tiu ca ng, ch v li khuyn chnh

c i i, c in i. Nh chng ta bn n, Jobs nhc li ch chnh ca ng
nhiu ln trong mt bi thuyt trnh. Trong trng hp ny, ng nhc li c i i, c
in i ba ln trong chng kt lun.

Bi ni chuyn ca Jobs tit l b quyt ca s thnh cng ca ng vi t cch

l mt lnh o doanh nghip v mt nh truyn thng: hy lm nhng g bn thch,
hy xem tht bi nh mt c hi, v cng hin i mnh cho s am m theo ui
nhng g tuyt ho. D l thit k mt my tnh mi, gii thiu nhng dng c mi,
thao tc trn Apple, lnh o Pixar, hay c mt bi thuyt trnh, Jobs tin vo cng
vic trong i ng. y l bi hc cui cng v quan trng nht m Jobs c th dy
chng ta sc mnh ca vic tin tng vo chnh mnh v vo cu chuyn ca mnh.
Sut i ng, Jobs i theo ting gi ca tri tim mnh. Hy i theo tri tim ca bn
cho khn gi m say. Bn s tin thm mt bc n gn vic to ra mt bi
thuyt trnh tuyt vi khc thng.
 CH THCH
Li ni u

1. Jon Fortt, Steve Jobs, Techs Last Celebrity CEO, Fortune, December 19
2008, http://money.cnn.com/2008/12/19/technology/fortt_tech_ceos.
fortune/?postversion=2008121915 (accessed January 30, 2009).

2. Wikipedia, Charisma, c trch li ca Max Weber,

http://en.wikipedia.org/wiki/charisma (accessed January 30, 2009).

3. Nancy Duarte, Slidecology(Sebastopol, CA: OReilly Media, 2008), xviii.

4. Michael Hiltzik, Apples Condition linked to Steve Jobs Health, Los

Angeles Times, January 5, 2009, latimes.com/business/la-fi-hiltzik5-
2009jan05,0,7305482, story (accessed January 30, 2009).

5. Stephen Wilbers, Good Writing for Good Results: A Brief Guide for Busy
Administrators, The College Board Review, no. 154 (1989-90), via Willbers,
willbers.com/cbr%20article.htm.

6. The big Idea with Donny Deustsch, pht ln u 28 thng By, 2008, bn
quyn ca CNBC.

7. Wikipedia, Steve Jobs, c trch li ca Jobs http://en.wikiquote.org/wiki

/steve_jobs (accessed January 30, 2009).

8. Alan Deutshman, The Second Coming of Steve Jobs (New York: Broadway
Books, 2001), 127

Cnh 1: Ln k hoch bng k thut tng t

1. Garr Reynolds, Presentation Zen (Berkeley: New Riders, 2008) 45.

2. Nancy Duarte, Slidecology (Sebastopol, CA: OReilly Media, 2008).

3. Cliff Atkinson, Beyond Bullet Points (Redmond, WA: Microsoft Press, 2005),
14.

4. Nh trn, 15.

5. Apple, Macworld San Francisco 2007 Keynote Address, Apple,

apple.com/quicktime/qtv/mwsf07 (accessed January 30, 2009).

6. Youtube, Steve Jobs, Computer Are Like a Bicycle for Our Minds,
YouTube, youtube.com/watch?v=ob_GX50Za6c (accessed January 30, 2009).
7. John Paczkowski, Apple CEO Steve Jobs, DS Highlights from D: All Things
Digital, May 30, 2007, http://d5.allthingsd.com/20070530/steve-jobs-ceo-of-apple
(accessed January 30, 2009).

8. Apple, WWDC 2008 Keynote Address, Apple,

apple.com/quicktime/qtv/wwdc08 (accessed January 30, 2009).

9. Leander Kahney, Inside Steves Brain (New York: Penguin Groups, 2008), 29.

Cnh 2: Tr li cu hi quan trng nht

1. Youtube, The First iMac Introduction, YouTube,

youtube.com/watch?v=0BHPtoTctDy (accessed January 30, 2009).

2. YouTube, Apple WWDC 2005 - The Intel Switch Revealed, YouTube,

youtube.com/watch?v=ghTqnYnFyg (accessed January 30, 2009).

3. Wikipeida, Virtual Private Server,

http://en.wikipedia.org/wiki/server_virtualization (accessed January 30, 2009).

4. Ashlee Vance, Cisco Plans Big Push into Server Marker, New York Times,
Janary 19, 2009,
nytimes.com/2009/01/20/technology/companies/20cisco.html?scp=1&sq=cisco%20+v
irtualization&st=search (accessed January 30, 2009).

5. Youtube, Macworld 2003 Keynote Introduction (Part 1), YouTube,

youtube.com/watch?v=ZZqYn77dT3s&feature=related (accessed January 30, 2009).

6. Apple, Apple Introduces the New iPod Nano: Worlds Most Popuar Digital
Music Player Features New Aluminum Design in Five Colors and Twenty-Four-Hour
Battery Life, Apple press release, September 12,2006,
apple.com/pr/library/2006/sep/12nano.html (accessed January 30, 2009).

7. Apple, Apple Announces Time Capsule: Wireless Backup for All Your
Macs. Thng co bo ch Apple 15 thng Ging, 2008,
apple.com/pr/library/2008/01/15timecapsule.html (accessed January 30, 2009).

8. Youtube, 3G iPhone WWDC Keynote 6/9/08, YouTube, June 9, 2008,

youtube.com/watch?v=mA9Jrk16K14 (accessed January 30, 2009).

9. Youtube, Steve Jobs Annouonces iTunes 8 with Genius, YouTube,

September 9, 2008, youtube.com/watch?v=6XsgEHSHMvl (accessed January 30,
2009).

10. Youtube, Steve Jobs CNBC Interview: Macworld 2007, YouTube, CNBC
phng vin Jim Goldman,
youtube.com/watch?v=0my4eis82jw&feature=playlist&p=0520CA6271486D5B&pla
ynext=1&index=13 (accessed January 30, 2009).

11. Guy Kawasaki. The Macintosh Way (New York: HarperCollins, 1990), 100.

Cnh 3: Pht trin mt nim cu nhn th cho mc tiu ca mnh

1. John Sculley, Odyssey (New York: Harper & R, 1987), 90.

2. Alan Deutschman, Inside Steves Brain (New York: Penguin Group, 2008, 168.

3. Stanford University, Youve Got to Find What You Love, Jobs Says
Stanford Report, June 14, 2005, Steve Jobs bi ni chuyn tt nghip ca Steve Jobs,
12 thng Su, 2005, http://news-service.stanford.edu/news/2005/june15/jobs-
061505.html (accessed January 30, 2009).

4. YouTube, Macworld, Boston 1997-Full Version, YouTube,

youtube.com/watch?v=PEHNrqPkefl (accessed January 30, 2009).

5. Carmine Gallo, From Homeless to Multimillionaire, BusinessWeek, July 23,

2007, businessweek.com/smallbiz/content/jul2007/sb20070723_608918.html
(accessed January 30, 2009).

6. Jim Collins and Jerry Porrars, Build to Last: Successful Habits of Visionary
Companies (New York: Harper Business, 1994), 48.

7. Triumph of the Nerds, PBS documentary written and hosted by Robert

X.Cringely (1996: New York).

8. Wikipedia, Steve Jobs, c trch li ca Jobs,

http://en.wikiqoute.org/wiki/steve_jobs (accessed January 30, 2009).

9. Malcolm Gladwell, Outliers (New York: Little, Brown and Company, 2008,
64.

10. John Markoff, The Passion of Steve Jobs, New York Times, January 15,
2008, http://bits.blogs.nytimes.com/2008/01/15/the-of-steve-jobs (accessed January
30, 2009).

11. John Paczkowski, Bill Gates and Steve Jobs, DS Highlights from D: All
Things Digital, May 20, 2007, http://d5.allthingsd.com/20070530/d5-gates-jobs-
interview (accessed January 30, 2009).

12. Oprah, pht ln u 23 thng Mi, 2008, bn quyn ca Harpo Productions.

13. Marcus Buckingham, The One Thing You Need to Know (New York: Free
Press, 2005), 59.
14. Ibid., 61-62

15. John Sculley, Odyssey (New York: Harper & Row, 1897), 65.

16. Smithsonian Institution, Oral History Interview with Steve Jobs, Smithsonian
Institution Oral and Video Histories Steve Jobs, April 20, 1995,
http://americanhistory.si.edu/collections/comphist/sj1.html (accessed January 30,
2009).

17. BusinessWeek, Steve Jobs: He Think Different, BussinessWeek, November

1, 2004, businessweek.com/magazine/content/04_44/b3906025_mz072.html
(accessed January 30, 2009).

18. Jeff Goodell, Steve Jobs: The Rolling Stone Interview, Rolling Stone,
December 3, 2003,
rollingstone.com/new/story/5939600/steve_jobs_the_rolling_stone_interview/
(accessed January 30, 2009).

19. Jim Collins and Jerry Porras, Build to Last: Successful Habits of Visionary
Companies (New York: HarperBusiness, 1994), 234.

20. Triumph of the Nerds, PBS documentary written and hosted by Robert X.
Cringely (1996, New York).

21. Gary Wolf, Steve Jobs: The Next Insanely Great Thing, Wired, 1996, via
Wikipedia, wired.com/wiired/archive//4.02/jobs_pr.html (accessed January 30, 2009).

22. Wikipedia, Think Different, http://en.wikipeida.org/wiki/think_different

(accessed January 30, 2009).

23. Allan Deutschman, The Second Coming of Steve Jobs (New York: Broadway
Books, 2001), 242.

24. Apple, Macworld San Francisco 2007 Key note Address, Apple,
apple.com/quicktime/qtv/mwsf07 (accessed January 30, 2009).

Cnh 4: To ra nhng tiu kiu Twitter

1. Apple, Macworld 2008 Keynote Address Apple,

apple.com/quicktime/qtv/mswf08 (accessed January 30, 2009).

2. Ibid

3. Ibid.

4. CNBC, Steve Jobs Shows off Sleek Laptop, CNBC interview after 2008
Macworld keynote,
http://video.nytimes.com/video/2008/01/15/technology/1194817476407/steve-jobs-
shows-off-sleek-laptop.html (accessed January 30, 2009).

5. Ibid.

6. Apple, Apple Introduces MacBook Air The Worlds Thinnest Notebook, Apple
press release, January 15, 2008, apple.com/pr/libraly/2008/01/15mbair.html (accessed
January 30, 2009).

7.Ibid

8. Apple, Macworld San Francisco 2007 Keynote Address, Apple,

apple.com/quicktime/qtv/mwsf07 (accessed January 30, 2009).

9. YouTube, Steve Jobs Introduces GarageBand 1.0 (Assisted by John Mayer),

YouTube, youtube.com/watch?v=BVXWFgQvdlK (accessed January 30, 2009).

10. YouTube, Apple Music Event 2001 The First Ever iPod Introduction,
YouTube, youtube.com/watch?v=0BHPtoTctDY (accessed January 30, 2009).

11. YouTube, Apple Music Event 2001 The First Ever iPod Introduction,
YouTube, youtube.com/watch?v=kN0SVBCJqLS&feature=related (accessed January
30, 2009).

12. Matthew Fordahl, Apples New iPod Player Puts 1,000 Songs in Your Pocker,
Associated Press at seattlepi.com, November 1, 2001,
http://seattlepi.nwsource.com/business/44900_ipod01.shtml (accessed January 30,
2009).

13. YouTube, Macworld 2003 The Keynote Introduction (Part 1), YouTube,
youtube.com/watch?v=ZZqYn77dT3s &feature=related (accessed January 30, 2009).

14. Apple, Apple Unveils Keynote, Apple press release, January 7, 2008,
apple.com/pr/library/2003/jan/07keynote.html (accessed January 30, 2009).

Cnh 5: Phc ha mt l trnh

1. Apple, Macworld San Francisco 2007 Keynote Address, Apple,

apple.com/quicktime/qtv/mwsf07 (accessed January 30, 2009).

2. YouTube, The Lost 1984 Video (The Original 1984 Macintosh Introduction),
YouTube, youtube.com/watch?v=2B-XwPjn9YY (accessed January 30, 2009).

3. YouTube, Apple WWDC 2005 The Intel Switch Revealed, YouTube,

youtube.com/watch?v-ghTqnYnFyg (accessed January 30, 2009).
4. Michelle Kessler, Better Computer Chips Raise Laptopss Abilities, USA Today,
usatoday.com/printedition/money/20080715/1b_chips15.art.html?loc= interstitialskip
(accessed January 30, 2009).

5. Edward Baig, Windows 7 Gives Hope for Less-Bloadted Operating System, USA
Today sex. 6B, January 22, 2009).

6. Apple, WWWDC 2008 Keynotes Address, apple.com/quicktime/qtv/wwwdc08

(accessed January 30, 2009).

7. CESweb.org, Steve Ballmer and Robbie Bach Keynote: International Consumer

Electronics Show 2009, remarks by Steve Ballmer and Robbie Bach at International
CES 2009, January 7, 2009, cwesweb.org/docs/microsoft-steveballmer_robbiebach-
transript.pdf (accessed January 30, 2009).

8. Apple, Macworld 2008 Keynote Address, Apple,

apple.com/quicktime/qtv/mwsf08 (accessed January 30, 2009).

9. John F.Kennedy Presidential Library and Museum, Special Message to the

Congress on Urgent National Needs pages Page 4, President John F.Kennedy speech,
May 25, 1961,
jfklibrary.org/historical+resources/archives/reference+desk/speedches/jfk/urgent+nati
onal+needs+page+4.htm (accessed January 30, 2009).

10. American Rhetoric, Barack Obama 2004 Democratic National Convention

Keynote Address: The Audacity of Hope, July 27,2004,
americanrhetoric.com/speedches/convention2004/barackobama2004dnc.html
(accessed January 30, 2009).

11. American Rhetoric, Barack Obama Presidential Inaugural Address: What is

Required: The Price and Promise of Citizenship, January 20, 2009,
americanrhetoric.com/speedches/barackobama/barackobamainauguraladress.htm
(accessed January 30, 2009).

12. YouTube, Apple Music Event 2001 The First Ever iPod Introduction,
YouTube, youtube.com/watch?v=kN0SVBCJqLS&feature=related (accessed January
30, 2009).

13. Stanford University, Youve Got to Find What You Love, Jobs Says, Stanford
Report, June 14, 2005, Steve Jobs commencement address, delivered on June 12,
2005, http://news-service.stanford.edu/news/2005/june15/jobs-061505.html (accessed
January 30, 2009).
14. American Rhetoric, Jim Valvano Arthur Ashe Courage & Humanitarian Award
Acceptance Address, March 4, 1993,
americanrhetoric.com/speedches/jimvalvanoespyaward.html (accessed January 30,
2009).

Cnh 6: Gii thiu ngi phn din

1. Wikipedia, 1984 (Advertisement), http://en.wikipedia.org/wiki/1984)ad (accessed

January 30, 2009).

2. YouTube, 1983 Apple Keynote = The 1984 Ad Introduction, YouTube,

youtube.com/watch?v=lSiQA6KKyJo (accessed January 30, 2009).

3. YouTube, Macworld 2007 Steve Jobs Introduces iPhone Part 1, YouTube,

youtube.com/watch?v=PZoPdBh8KUS&feature=related (accessed January 30, 2009).

4. YouTube, Steve Jobs CNBC Interview: Macworld 2007, YouTube,

youtube.com/watch?v=0mY4EIS82Jw (accessed January 30, 2009).

5. Martin Lindstrom, Buyology (New York: Doubleday, 2008), 107.

6. Ibid.

7. John Medina, Brain Rules (Seattle: Pear Press, 2008), 84.

8. YouTube, Macworld SF 2003 Part 1, YouTube,

youtube.com/watch?v=IsiQA6KKyJo (accessed January 30, 2009).

9. Demo.com, TravelMuse, Inc., pitch, DEMO 2008,

demo.com/watchlisten/videolibrary.html?bcpid=1127798146&bclid=1774292996&bc
tid=1778578857 (accessed January 30, 2009).

10. An Inconvenient Truth, DVD, directed by Davis Guggengelm (Hollywood:

Paramount Picture, 2006).

Cnh 7: Tit l ngi hng chinh phc

1. YouTube, 1983 Apple Keynote, YouTube, youtube.com/watch?v=lsiQA6KKyJo

(accessed January 30, 2009).

2. YouTube, Apple Music Event 2001 The First Ever iPod Introduction,
YouTube, youtube.com/watch?v=kN0SVBCJqLs&feature=related (accessed January
30, 2009).

3. Mike Langberg, Sweet & Low: Well-Designed iPod Upstarts Are Music for the
Budget, Seattle Times, sec. C6, August 9, 2003.
4. Apple, Out of the Box, 2006 television ad, Apple website,
apple.com/getamac/ads (accessed January 30, 2009).

5. YouTube, New iPhone Shazam Ad, YouTube,

youtube.com/watch?v=P3NSsVKcrnY (accessed January 30, 2009).

6. Apple, Why youll Love a Mac, Get a Mac page, Apple website,
apple.com/getamac/whymac (accessed January 30, 2009).

7. YouTube, Macworld San Francisco 2006 The MacBook Pro Introduction,

YouTube, youtube.com/watch?v=l6JWqllbhXE (accessed January 30, 2009).

8. Simithsonian Institution, Oral History Interview with Steve Jobs, Simithsonian

Institution Oral and Video Histories Steve Jobs, April 20, 1995,
http://americanhistory.si.edu/collections/comphist/sj1.html (accessed January 30,
2009).

Gii lao ln 1: Hy tun th quy lut Mi Pht

1. John Medina, Brain Rules (Seattle: Pear Press, 2008), 74.

2. Apple, Macworld San Francisco 2007 Keynote address, Apple,

apple.com/quicktime/qtv/mwsf07 (accessed January 30, 2009).

Cnh 8: M ng cho tm thin ni ti ca h

1. Bor Walker, The Guts of a New Machine, New York Times, November 30, 2003,
nytimes.com/2003/11/30/magazine/30ipod.html?pagewanted=1&ei=5007&en=750c9
021e58923d5&ex=1386133200 (accessed January 30, 2009).

2. Ibid.

3. Nancy Duarte, Slidecology (Sebastopol, CA: OReilly Media, 2008), 93.

4. Gregory Berns, Iconoclast (Boston: Harvard Business Press, 2008), 36.

5. Garr Reynolds, Presentation Zen (Berkeley: New Riders, 2008), 68.

6. Ibid, 12.

7. Carrie Kirby and Matthew Yi, Apple Turns Thirty: The Man Behind the Mac, SF
Gate, March 26, 2006, sfgate.com/cgi-
bin/article.cgi?file=/c/a/2006/03/26/mgn7ehuq51.dtl (accessed January 30, 2009).

8. Garr Reynolds, Presentation Zen (Berkeley: New Riders, 2008), 113.

9.Seth Godins Blog, Nine Steps to PowerPoint Magic, October 6, 2008,
http://sethgodin.typepad.com/seths_blog/2008/10/nine-steps-to-p.html (accessed
January 30, 2009).

10. Leander Kahney, Inside Steves Brain (New York: Penguin Group, 2008), 61.

11. Ibid., 60.

12. Ibid., 131.

13. Apple, Macworld 2008 Keynote Address, Apple,

apple.com/quicktime/qtv/mwsf08 (accessed January 30, 2009).

14. Apple, Aplle Special Event September 2008 Apple Pre-Holiday Season
Presentation, apple.com/quicktime/qtv/letsfrock (accessed January 30, 2009).

15. Richard Mayer and Roxana Moreno, A Congnitive Theory of Multimedia

Learning: Implications for Design Principles, University of California, Santa
Barbara, unm.edu/~moreno/pdfs/chi.pdf (accessed January 30, 2009).

16. BusinessWeek, The Best Managers of 2008, BusinessWeek.com slide show,

http://images.businessweek.com/ss/09/01/0108_best_worst/14.html (accessed January
30, 2009).

17. Richard Mayer and Roxana Moreno, A Congnitive Theory of Multimedia

Learning: Implications for Design Principles, University of California, Santa
Barbara, unm.edu/~moreno/pdfs/chi.pdf (accessed January 30, 2009).

18. Ibid.

19. Ibid.

20. Apple, Aplle Special Event September 2008 Apple Pre-Holiday Season
Presentation, apple.com/quicktime/qtv/letsfrock (accessed January 30, 2009).

21. Garr Reynolds, Presentation Zen (Berkeley: New Riders, 2008), 105.

22. Nancy Duarte, Slidecology (Sebastopol, CA: OReilly Media, 2008), 106.

23. Wikipedia, Picture Superiority Effect,

http://en.wikipedia.org/wiki/picture_superiority_effect (accessed January 30, 2009).

24. John Medina, Brain Rules (Seattle: Pear Press, 2008), 234.

25. Ibid.
26. YouTube, WWDC 2008 Steve Keynote-iPhone 3G, YouTube,
youtube.com/watch?v-40YW7Lco0og (accessed January 30, 2009).

27. Apple, WWDC 2008 Keynote Address, apple.com/quickitem/qtv/wwdc08

(accessed January 30, 2009).

28. Plain English Campaign, Before and After, section of site with before-and-after
examples, http://s190934979.websitehome.co.uk/examples/before_and_after.html
(accessed January 30, 2009).

29. Paul Arden, Its Not How Good You Are, Its How Good You Want to Be
(London: Phaido Press, 2003), 68.

Cnh 9: T im cho cc con s ca bn

1. YouTube, Apple Music Event 2001-The First Ever iPod Introduction, YouTube,
youtube.com/watch?v=kN0SVBCJqLs&feture=related (accessed January 30, 2009).

2. Jeff Goodell, Steve Jobs: The Rolling Stone Interview, Rolling Stone, December
3, 2003,
rollingstone.com/news/story/5939600/steve_jobs_the_rolling_stone_interview
(accessed January 30, 2009).

3. Apple, WWDC 2008 Keynote Address, apple.com/quickitem/qtv/wwdc08

(accessed January 30, 2009).

4. Apple, WWDC 2008 Keynote Address, apple.com/quickitem/qtv/mwsf08

(accessed January 30, 2009).

5. John Markoff, Burned Once, Intel Prepares New Chip Fortifiled by Constant
Test, New York Times, November 16, 2008,
nytimes.com/2008/11/17/technology/companies/17chip.html?_r=1&scp=1&sq=barton
%20+%20intel%20&st=cse27 (accessed January 30, 2009).

6. IBM, Fact Sheet and Background: Roadrunner Smashes the Petaflop Barrier,
IBM press release, June 9, 2008, -03.ibm.com/press/us/en/pressrelease/24405.wws27
(accessed January 30, 2009).

7. Scott Duke Harris, What Could You Buy for $700 Billion? San Jose Mercury
News, sec. E, Octorber 5, 2008.

8. ClimateCrisis.org, What is Global Warning? Climate Crisis website,

http://climatecrisis.org (accessed January 30, 2009).

9. Cornelia Dean, Emissions Cut Wont Bring Quick Relief, New York Times, sec.
A21, January 27, 2009.
Cnh 10: Dng nhng t sng ng mt cch l k

1. Apple, WWDC 2008 Keynote Address, apple.com/quickitem/qtv/wwdc08

(accessed January 30, 2009).

2. Brent Schlender and Christine Chen, Steve Jobss Apple Gets Way Cooler,
Fortune, January 24, 2000,
http://money.cnn.com/magazines/fortune/fortune_archive/2000/01/24/272281/index.ht
m (accessed January 30, 2009).

3. UsingEnglish.com, Text Content Analysis Tool, usingenglish.com/resources/text-

statistics.php (accessed January 30, 2009).

4. Todd Bishop, Bill Gates and Steve Jobs: Keynote Text Analysis, The Mocrosoft
Blog, January 14, 2007,
http://blog.seattlepi.nwsource.com/microsoft/archives/110473.asp (accessed January
30, 2009).

5. Microsoft, Bill Gates, Robbie Bach: 2007 International Consumer Electronics

Show (CES), Microsoft Corporation, Ces, LasVegas, January 7, 2007,
microsoft.com/presspass/exe/billg/speeches/2007/01-07ces.mspx (accessed January
30, 2009).

6. Apple, WWDC 2008 Keynote Address, apple.com/quickitem/qtv/mwsf08

(accessed January 30, 2009).

7. Apple, What is Apples Mission Statement? Apple website: Investor Relations:

FAQs: Apple Corporate Information, apple.com/investor (accessed January 30, 2009).

8. Carmine Gallo, Ten Simple Secrets of the Worlds Greatest Business

Communicators (Naperville, IL: Sourcebooks, 2005), 116.

9. Ibid., 116-117.

10. Apple, Macworld 2008 Keynote Address, Apple,

apple.com/quicktime/qtv/mwsf08 (accessed January 30, 2009).

11. Jack Welch, jack: Straight from the Gut (New York: Warner Books, 2001), 70.

12. YouTube, Apple Music Event 2001 The First Ever iPod Introduction,
YouTube, youtube.com/watch?v=kN0SVBCJqLS&feature=related (accessed January
30, 2009).

13. YouTube, Macworld San Francisco 2003 PowerBook 17 + 12 Intro(Pt.1),

YouTube, youtube.com/watch?v=3iGTDE9XqJU (accessed January 30, 2009).
14. Ibid.

15. YouTube, Macworld SF 2003 Part 1, YouTube,

youtube.com/watch?v=Xac6NWT7EKY (accessed January 30, 2009).

16. Triumph of the Nerds, PBS documentary written and hosted by Robert X.Cringely
(1996: New York).

17. BusinessWeek, February 6, 2006,

businessweek.com/magazine/content/06/06/b3970001.htm (accessed January 30,
2009).

18. Aplle, Apple Introduces New iPod Touch, Apple press release, September 9,
2008, apple.com/pr/library/2008/09/09touch.html (accessed January 30, 2009).

19. YouTube, Macworld San Francisco 2003 PowerBook 17 + 12 Intro(Pt.1),

YouTube, youtube.com/watch?v=3iGTDE9XqJU (accessed January 30, 2009).

20. Gregory Berns, Iconoclast (Boston: Harvard Business Press, 2008), 36.

Cnh 11: Chia s sn khu

1. YouTube, Macworld San Francisco 2006 The MacBook Pro Introduction,

YouTube, youtube.com/watch?v=l6JWqllbhXE (accessed January 30, 2009).

2. YouTube, Macworld Boston 1997 The Microsoft, YouTube,

youtube.com/watch?v=WxOp5mBY9lY (accessed January 30, 2009).

3. Apple, Apple Special Event October 2008, Apple,

apple/quicktime/qtv/specialevent1008 (accessed January 30, 2009).

4. Apple, Macworld 2008 Keynote Address, apple.com/quickitem/qtv/mwsf08

(accessed January 30, 2009).

5. Ibid.

6. Apple, Macworld San Francisco 2007 Keynote Address,

apple.com/quickitem/qtv/mwsf07 (accessed January 30, 2009).

7. Apple, Macworld 2008 Keynote Address, apple.com/quickitem/qtv/mwsf08

(accessed January 30, 2009).

8. YouTube, Noah Wyle as Steve EpicEmpire.com, YouTube,

youtube.com/watch?v=_KROSHxv_No (accessed January 30, 2009).

12. Dn cnh bi thuyt trnh vi nhiu dng biu din.

1. Apple, Apple Special Event October 2008, Apple,
apple/quicktime/qtv/specialevent1008 (accessed January 30, 2009).

2. Guy Kawasaki, The Macintosh Way (New York: HarperCollins, 1990), 149.

3. Ibid.

4. Ibid.

5. Ibid.

6. Ibid.

7. Apple, WWDC 2008 Keynote Address, Apple, apple.com/quicktime/qtv/wwdc08

(accessed January 30, 2009).

8. YouTube, Macworld 2007-Part 4-Steve Jobs Demos the iPhone (Video),

YouTube,
http://macblips.dailyradar.com/video/macworld_2007_part_4_steve_jobs_demos_the_
iphone (accessed January 30, 2009).

9. Apple, Macworld San Francisco 2007 Keynote Address,

apple.com/quickitem/qtv/mwsf07 (accessed January 30, 2009).

10. YouTube, Demo of PhotoBooth (From All About Steve), YouTube,

youtube.com/watch?v=h4AI6Mt4jQc (accessed January 30, 2009).

11. YouTube, Safari on Windows (WWDC 2007), YouTube,

youtube.com/watch?v=46HDMaCbdxc (accessed January 30, 2009).

12. YouTube, Steve Jobs Demos GarageBand, YouTube,

youtube.com/watch?v=E03Bj2R749c (accessed January 30, 2009).

13. YouTube, Steve Jobs Introduces Garage Band 1.0 (Assisted by John Mayer),
YouTube, youtube.com/watch?v=BVXWFgQvdLK (accessed January 30, 2009).

14. YouTube, Apple WWDC-The Intel Switch Revealed, YouTube,

youtube.com/watch?v=ghdTqnYnFYg (accessed January 30, 2009).

Cnh 13: M ra mt pht giy kinh ngc

1. Apple, Macworld 2008 Keynote Address, Apple,

apple.com/quicktime/qtv/wwdc08 (accessed January 30, 2009).

2. Sasha Cavender, Thinnest Laptop: Fits into Manila Envelope, ABC News,
January 15, 2008, http://abcnews.go.com/print?id=4138633 (accessed January 30,
2009).
3. YouTube, Steve Jobs Showcases Mactonish 24-Jan-1984, YouTube,
youtube.com/watch?v=4KkENSYkMgs (accessed January 30, 2009).

4. Johm Medina, Brain Rules (Seattle: Pear Press, 2008), 81.

5. YouTube, Apple Music Event 2001 The First Ever iPod Introduction,
YouTube, youtube.com/watch?v=kN0SVBCJqLS&feature=related (accessed January
30, 2009).

6. YouTube, Macworld San Francisco 2000, Steve Jobs Become ICEO of Apple,
YouTube, January 5, 2000, youtube.com/watch?v=JgHtKFuY3be YouTube, Apple
Music Event 2001 The First Ever iPod Introduction, YouTube,
youtube.com/watch?v=kN0SVBCJqLS&feature=related (accessed January 30, 2009).

7. Apple, Macworld San Francisco 2007 Keynote Address,

apple.com/quickitem/qtv/mwsf07 (accessed January 30, 2009).

Gii lao ln 2: Schiller hc t nhng iu hay nht

1. Apple, Macworld San Francisco 2007 Keynote Address,

apple.com/quickitem/qtv/macworld-san-francisco-2009 (accessed January 30, 2009).

2. Slideshare, Phill Schillers Mac World 2009 Keynote Address, Slideshare,

slideshare.net/kangaro10a//phil-schillers-mac-world-2009-keynote-presentation
(accessed January 30, 2009).

Cnh 14: Lm ch s hin din sn khu.

1. YouTube, Macworld SF 2003 Part 1, YouTube,

youtube.com/watch?v=Xac6NWT7EKY (accessed January 30, 2009).

2. Dan Moren, Stan Sigman Say Sayonara, Macworld.com, October 12, 2007,
http://iphone.macworld.com/2007/10/stan_sigman_says_sayonara.php (accessed
January 30, 2009).

3. Gil Amelio, ON the Firing Line: My Five Hundred Days at Apple (New York:
Colliins Business, 1999), 199.

4. Apple, Macworld San Francisco 2007 Keynote Address, Apple,

apple.com/quicktime/qtv/mwsf07 (accessed January 30, 2009).

5. Apple, Macworld San Francisco 2008 Keynote Address, Apple,

apple.com/quicktime/qtv/mwsf08 (accessed January 30, 2009).
6. YouTube, Apple Music Event 2001 The First Ever iPod Introduction,
YouTube, youtube.com/watch?v=kN0SVBCJqLS&feature=related (accessed January
30, 2009).

7. Ibid.

8. Albert Mehrabian, Silent Messages (Stamford, CT: Wadsworth, 1980).

Cnh 15: Lm nh v khng mt nhc g c

1. BusinessWeek, Steve Jobss Magic Kingdom, BusinessWeek cover story,

February 6, 2006, businessweek.com/magazine/content/06_06/b3970001.htm
(accessed January 30, 2009).

2. Mike Evangelish, Behind the Magic Curtain, Guartain, for Guardian.co.uk,

January 5, 2006, guardian.co.uk/technology/2006/jan/05/newmedia.media1 (accessed
January 30, 2009).

3. Ibid.

4. Ibid.

5. Michael Krantz, Steves Two Jobs, Time, October 18, 1999,

time.com/time/magazine/article/0,9171,992258-1,00.html (accessed January 30,
2009).

6. Ibid.

7. Celia Sandys and Jonathan Littman, We Shall Not Fail (New York: Penguin Group,
2003), 55.

8. Alan Deutschman, The Second Coming of Steve Jobs (New York: Broadway Book,
2001), 82.

9. Malcolm Gladwell, Outliers (New York: Little, Brown and Company, 2008), 39.

10. Daniel Levitin, This is Your Brain on Music (New York: Plume-Penguin, 2007),
97.

11. Malcolm Gladwell, Outliers (New York: Little, Brown and Company, 2008), 48.

12. New York Times, Senate Confirmation Hearing: Hillary Clinton, January 13,
2009, New York Times transcrip, nytimes.com/2009/01/13/us/politics/13text-
clinton.html?pagewanted=all (accessed January 30, 2009).

Cnh 16: Trang phc ph hp

1. Alan Deutschman, The Second Coming Steve Jobs (New York: Broadway Books,
2001), 22.

Cnh 17: Qung kch bn i

1. Apple, Macworld San Francisco 2008 Keynote Address, Apple,

apple.com/quicktime/qtv/mwsf08 (accessed January 30, 2009).

2. Vanguard, ad on website, vanguard.com (accessed January 30, 2009).

3. Spymac, Steves Notes Closeup-Four Thousand Latted to Go, Spymac, January

11, 2007, sypmac.com/details/?1793780 (accessed January 30, 2009).

4. Apple, Macworld San Francisco 2007 Keynote Address, Apple,

apple.com/quicktime/qtv/mwsf07 (accessed January 30, 2009).

Cnh 18: Vui nhn

1. YouTube, Apple WWDC 2002-The Death Mac OS9, YouTube,

youtube.com/watch?v=C17xQ8i3fc0&feature=playlist&p=72CF29777B67F776&play
next=1&index=9 (accessed January 30, 2009).

2. YouTube, Steve Jobs, TV Jammer Story, YouTube,

youtube.com/watch?xiSBSXrQ8D0 (09).

3. Ibid.

4. YouTube, Apple Bloopers, YouTube, youtube.com/watch?v=AnVUvW42CUA

(accessed January 30, 2009).

5. Apple, Macworld 2008 Keynote Address, Apple,

apple.com/quicktime/qtv/mwsf08 (accessed January 30, 2009).

6. Ibid.

7. YouTube, Apple Keynote Boopers!! YouTube,

youtube.com/watch?v=KsKKQNZG3rE&feature=related (accessed January 30,
2009).

8. Apple, WWDC 2008 Keynote Address, Apple, apple.com/quicktime/qtv/wwdc08

(accessed January 30, 2009).

9. YouTube, Apple Announces iTunes for Windows, YouTube, youtube 16, 2003,
youtube.com/watch?v=YtR-DKDKil (accessed January 30, 2009).
10. Nick Mediati, Jobs Has Been an Extraordinary Spokesman, PC World, January
14, 2009, pcworld.com/article/157114/jobs_has_been
an_extraordinary_spokesman.html (accessed January 30, 2009).

11. Bod Dylan, Mr. Tambourne Man, Bring it All Back Home, Sony, 1965.

Din tip: Cn mt chuyn ny na

1. Stanford University, Youve Got to Find What You Love, Jobs Says Stanford
Report, June 14, 2005, Steve Jobs bi ni chuyn tt nghip ca Steve Jobs, 12 thng
Su, 2005, http://news-service.stanford.edu/news/2005/june15/jobs-061505.html
(accessed January 30, 2009).