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Bi Quyet Thuyet Trinh Cua Steve Jobs PDF
Bi Quyet Thuyet Trinh Cua Steve Jobs PDF
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,
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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.
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
Hi 1: TO RA CU CHUYN
6|Page
Cnh 16: Trang phc ph hp
CH THCH
7|Page
LI NGI DCH
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.
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.
10 | P a g e
LI CM N
un sch ny l mt cng trnh hp tc. Ni dung ca n c hnh thnh
11 | P a g e
LI NI U
Lm th no
tr nn tuyt vi khc thng
trc bt k i tng no?
GREGORY BERNS
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.
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]
Tro ln bc thang
PETER DRUCKER
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
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).
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.
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
21 | P a g e
CNH 1
Lp k hoch
Theo k thut tng t
JOHN SCULLEY
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.
23 | P a g e
Th nghim 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:
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:
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
N D V LOI SUY
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 BIU DIN
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.
NHNG I TC
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.
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
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.
31 | P a g e
cng ca Aristotle
v cc lp lun thuyt phc
32 | P a g e
CH THCH CA NH O DIN
33 | P a g e
CNH 2
Tr li cu hi
quan trng nht
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:
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
.
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
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,
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.
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).
45 | P a g e
Lm nhng g bn yu thch
46 | P a g e
TM RA MC TIU CA CHNH BN
47 | P a g e
Trong s in r y, chng ti nhn ra cc thin ti
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.
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]
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]
50 | P a g e
Tp hp mi ngi hng n mt tng lai
xn ln
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]
OPRAH WINFREY
52 | P a g e
My tnh v c ph c g ging nhau
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.
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]
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
57 | P a g e
CNH 4
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
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
Tiu Ngun
My tnh xch tay mng nht th gii Li ca Jobs trn hnh chiu
[3]
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.
Mt nghn bi ht trong ti bn
My tnh xch tay xanh nht trong ngnh (Dng my tnh MacBook mi,
tung ra th trng thngMi, 2008)
Apple pht minh in thoi tr li. (Gii thiu iPhone, thng Ging, 2007)
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).
CH THCH CA NH O DIN
Phc ha mt l trnh
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.
Ba l con s thn k.
- 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:
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:
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?
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.
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:
STEVE JOBS
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]
Bng 6.1
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.
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?
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.
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.
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
STEVE JOBS
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):
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]
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?
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.
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
GII LAO LN 1
Hy tun th quy lut Mi Pht
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.
n gin l tt im ca tinh t
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.
mc
Bullet
o Bullet ph
Bullet ph-ph
Bullet
o Bullet ph
Bullet ph-ph
Bullet
o Bullet ph
Bullet ph-ph
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.
cm n i vi qu v. Chng ti nhn
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.
HNH 8.2
NGUYN TC LIN K
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.
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.
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]
BNG 8.4
" 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."
Nt bm kim loi
Mn hnh 3-ins
Camera gn km
m thanh ci tin
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
Hng triu mu
C cc phn gii
- 1280 trn 800 (gc)
1066 MGz
bus trc
2GB c 1066
MGz DDR 3
SDRAM
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.
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
BNG 8.6
C TH NI V 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."
BNG 8.7
Trc Sau
T im
cho cc con s ca bn
STEVE JOBS
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.
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.
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
750 T LA CU GIP
GIM 13 T LA
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
CH THCH CA NH O DIN
Dng nhng t
"Sng ng mt cch l k"
Cm vo. Wirrrrrr.Xong.
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.
BNG 10.1
BNG 10.2
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]
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.
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]
BNG 10.3
CU C TRNG, C TH V GY XC CM
S kin Cu ch
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:
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.
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
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.
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]
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,
mnh
Nm 1999, ngi sao in nh ng trong ER Noah Wyle thay b phu thut bng
Valley. vui ci ti Trin lm Macworld nm 1999 New York, chnh Wyle xut
ngi xa), anh rt ging Jobs qun b, o c l en, v giy th thao. Wyle cng c
mt Macworld
mn kch nhi. Jobs ch cho Wyle cch din, cch ni, cch i nu tht s mun nhi
mun chnh li mi vic cho ng, anh phi cho ti din trong ER [8].
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
LEANDER KAHNEY
BNG 12.1
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!
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.
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 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
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
vui thch nhiu khi tung ra nhng sn phm mi v nhit tnh ca ng nhy t sn
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
.
Thm phn hp dn
cho cc cuc hp 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
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.
Ngi ng la ca ng TG
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
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.
TI MACWORLD 2007
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.
-
GII LAO LN 2
Schiller hc t nhng iu hay nht
HON CHNH
V DIN TP
ho n lc ny, chng ta thy Jobs ln k hoch cc bi thuyt trnh ca
CNH 14
Lm ch s hin din trn sn khu
GIL AMELIO
BNG 14.1
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."
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.
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.
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.
BNG 14.2
Vng, hm nay chng ti gii thiu ba sn phm cch mng Ngt ging
thuc loi ny. Th nht
V th ba Ngt ging
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]
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]
BNG 14.3
Bueller? Bueller?
CH THCH CA NH O DIN
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.
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.
Qung i 25,000 la
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.
teve Jobs l ngi ngc li vi ca s Cher. Trong bui ha nhc Las Vegas,
STEVE JOBS
BNG 17.1
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.
BNG 17.2
3 Ph u t quan trng
Su ln nhiu hn
BN
Ty Moscone
Tng i Washington
Xem v tinh
CH THCH CA O DIN
STEVE JOBS
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]
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.
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]
C i i, c in i.
STEVE JOBS
Cu chuyn th ba ca ti l v ci cht.
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.
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).
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.
8. Alan Deutshman, The Second Coming of Steve Jobs (New York: Broadway
Books, 2001), 127
3. Cliff Atkinson, Beyond Bullet Points (Redmond, WA: Microsoft Press, 2005),
14.
4. Nh trn, 15.
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).
9. Leander Kahney, Inside Steves Brain (New York: Penguin Groups, 2008), 29.
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).
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).
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.
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).
6. Jim Collins and Jerry Porrars, Build to Last: Successful Habits of Visionary
Companies (New York: Harper Business, 1994), 48.
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).
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).
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).
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).
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
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).
2. YouTube, The Lost 1984 Video (The Original 1984 Macintosh Introduction),
YouTube, youtube.com/watch?v=2B-XwPjn9YY (accessed January 30, 2009).
5. Edward Baig, Windows 7 Gives Hope for Less-Bloadted Operating System, USA
Today sex. 6B, January 22, 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).
6. Ibid.
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).
6. Apple, Why youll Love a Mac, Get a Mac page, Apple website,
apple.com/getamac/whymac (accessed January 30, 2009).
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.
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).
10. Leander Kahney, Inside Steves Brain (New York: Penguin Group, 2008), 61.
14. Apple, Aplle Special Event September 2008 Apple Pre-Holiday Season
Presentation, apple.com/quicktime/qtv/letsfrock (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.
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).
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.
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).
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.
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
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).
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).
9. Ibid., 116-117.
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).
16. Triumph of the Nerds, PBS documentary written and hosted by Robert X.Cringely
(1996: New York).
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).
20. Gregory Berns, Iconoclast (Boston: Harvard Business Press, 2008), 36.
5. Ibid.
2. Guy Kawasaki, The Macintosh Way (New York: HarperCollins, 1990), 149.
3. Ibid.
4. Ibid.
5. Ibid.
6. Ibid.
13. YouTube, Steve Jobs Introduces Garage Band 1.0 (Assisted by John Mayer),
YouTube, youtube.com/watch?v=BVXWFgQvdLK (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).
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).
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.
7. Ibid.
3. Ibid.
4. Ibid.
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).
3. Ibid.
6. Ibid.
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.
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).