Steve Jobs Key Secrets

    imageCarmine Gallo is a specialist in communication training. To prepare his new book, he spent many hours studying the reports and presentations of Steve Jobs. And now he will share with all of us the secrets of the success of a true public speaking master, and concurrently, Apple's CEO.

    Five elements present in all Apple presentations.


    First of all, it’s worth understanding that Steve Jobs does not sell computers. He sells impressions. The same can be said about his presentations, which are designed to inform, educate and entertain. Apple's presentations are very similar to theatrical productions: an excellent plot, heroes and opponents, the necessary stage props, exciting visual effects and the fact that in full justifies the price of an admission ticket.

    Here they are - 5 elements of each Steve Jobs presentation.
    Try to include them in your speech when you present your product or idea - just like Jobs does.

    1. Key phrase (headline).
    Steve Jobs can describe each product with a key phrase that will fit into a post on Twitter. For example: Jobs described the MacBook Air as "the thinnest laptop in the world." This phrase appeared on his slide in a presentation on the Apple website in a press release. Most importantly, do you want people to know about your product? This headline should be included in all your marketing material and all presentations.

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    2. The enemy.
    In every classic story, the hero defeats the enemy. In 1984, the adversary for Apple was IBM. Before Jobs first introduced the famous television commercial in 1984 to a sales team, he told them the story of how IBM aimed to dominate the computer industry."IBM wants to take over everything, and now directs its weapon to its main obstacle to control the entire industry - Apple . " Today, Microsoft plays the role of the “adversary” in Apple stories. Some might even recall the popular “I'm a Mac” ad . This idea of ​​defeating a common enemy is a very powerful motivational factor, and it turns buyers into ardent preachers of the idea.

    3. Simple slides.
    Apple products are simple because they have removed everything superfluous. The same approach applies to slides in Steve Jobs' presentations. They are strikingly simple, intuitive, and devoid of bulleted lists. These are mostly pictures. When Jobs introduced the MacBook Air, no words could replace a photograph where a hand takes a laptop out of a thin office envelope. Think about this - on average, a PowerPoint slide contains 40 words. In some presentations, Steve Jobs used just 7 words on 10 slides. So why are you piling up your slides with so many words?

    4. Demo version.
    Neuropathologists have concluded that the brain is easily tired. Steve Jobs will not let you lose interest. During the presentation, he usually every 10 minutes shows the possibilities of a new product or a new interesting feature of the product, gives the floor to invited guests, and he himself enjoys it. When Jobs introduced the iPhone to Macworld in 2007, he demonstrated how Google Maps worked on the phone. He disclosed a list of Starbucks stores (an American coffee company and a coffee chain of the same name - approx.) And said, “Let's call someone.” When they answered him, Jobs said "I would like to order 4 thousand coffee lattes with me, please ... No, I'm just joking."

    5. The moment "well, wow!" (original - “A holy smokes moment” - approx.)
    Each Steve Jobs presentation has a moment that neuropathologists call an “emotional event.” Such an emotional event is a kind of sticker that tells the brain - remember this! For example, at Macworld in 2007 , Jobs could start the presentation by telling the audience that Apple is introducing for the first time a new mobile phone that plays music, games and videos. Instead, he created an intrigue. “Today we are introducing three revolutionary products. The first is a widescreen iPod with a touch screen. The second is a revolutionary mobile phone. And the third is a brand new device for accessing the Internet. iPod, telephone, Internet communicator. iPod, phone, do you understand? These are not three devices. This is just one device! ”The audience burst into applause because it was so unexpected and at the same time interesting. By the way, the moment “wow!” September 9 did not apply to Apple products. It was Steve Jobs himself, who appeared on the scene for the first time after a liver transplant operation.

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    And a few more tips.


    Focus on the virtues. Your listeners ask themselves one question: why do I need this? Steve Jobs inspires us with the merits of a new product before it even appears - and makes it very clear. Why buy an iPhone 3G? Because "it is twice as fast at half price." What is special about Time Capsule? “All your permanently stored photos, videos and documents are automatically protected and easy to recover if they are lost.” The Apple website also focuses on merit by presenting articles such as “10 Reasons Why You Love A Mac.” Nobody cares about your product or service. All that matters is how your product or service improves their lives.

    Share the scene.Steve Jobs almost personifies Apple, but his presentations are rarely single-player. Jobs shares the stage with business partners, musicians, regular employees. In October 2008, Jobs invited Apple's chief design guru, Jonathan Eve, to give the audience a brief overview of how Apple created the computer frame from a single piece of aluminum. Jobs could tell about this himself, but he prefers to invite those who played an irreplaceable role, or persons respected by the public, to the stage.

    Create a widely talked moment.The presentations of Steve Jobs always contain a moment that will then be discussed and told to others for a long time. Such moments are always fully spelled out in time. for example, when Jobs represented the MacBook Air, he pulled out a computer from an office envelope to demonstrate its subtlety. This is the only episode from Macworld 2008 that everyone remembers. Plan for such moments.

    And one more ... Sell ​​your dream.
    Charismatic speakers - such as Steve Jobs - work with almost the zeal of a preacher to create new experiences. When Jobs launched the iPod in 2001, he said, "We are following our humble path to make the world a better place." Although most people see the iPod as just a music player, Jobs recognized it as a potential tool for enriching people's lives. Develop a sense of great Mission. Passion, emotions and enthusiasm are extremely underestimated in professional business communication. In addition, passion and emotions motivate others. Steve Jobs once said that his goal is not to die and become the richest person in the cemetery. There is always a feeling that he and his team have done something wonderful. Do something wonderful! Make your head think of something meaningful.

    Translated from here

    And from myself I’ll add - Steve Jobs’s secret is the constant use of epithets in relation to their products! The clip, which became a hit on Habr.

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