jody fransch

There are many people out there that have really mastered the art of presenting. Steve Jobs is definitely up there with the best of them. He is one of the worlds most admired presenters, with legions of Apple fans waiting for his next appearance. He is definitely one person who can inspire change through presentations.

In his new book, Carmine Gallo reveals to us Steve Job’s presentation secrets. Here is a basic summary of some of the points mentioned in the book.

1. A headline. Steve Jobs positions every product with a headline that fits well within a 140-character Twitter post. For example, Jobs described the MacBook Air as “the world’s thinnest notebook.” That phrase that he coined appeared on his presentation slides, the Apple Web site, and Apple’s press releases at the same time. What is that one thing you want people to know about your product or service? This headline must be consistent in all of your marketing and presentation material.

2. A villain. In every classic story, the hero fights the villain.  There’s nothing to rally the troops like a common enemy. In 1984 Apple’s enemy was IBM. More recently it’s been Microsoft. Even in the light-hearted “I’m a Mac” commercials, you clearly know who the good guy is. This idea of conquering a shared enemy is a powerful motivator and turns customers into evangelists.

3. Simplify your slides. Very rarely does Steve Jobs resort to bullet points. His slides tend to be simple yet powerful. They are dominated with striking photography and not with text. Often times, more is less.

4. A demo. Neuroscientists have discovered that the brain gets bored easily (I know mine does!). In other words, no matter how engaging the speaker, audiences will tend to tune out after approximately 10 minutes. A Steve Jobs presentation lasts about 1.5 hours but every 10 to 15 minutes, he breaks up the content with video, demonstrations or guest speakers. He doesn’t give his audience time to get bored.

5. Focus on benefits. Your listeners are asking themselves one question: why should I care? Steve Jobs sells the benefit behind every new product or feature—and he’s very clear about it. Why buy an iPhone 3G? Because “it’s twice as fast at half the price.” The Apple Web site also keeps the focus on the benefit, with features like “10 Reasons Why You’ll Love a Mac.” Nobody cares about your product or service. They only care about how your product or service will improve their lives.

6. Sell dreams, not products. Steve Jobs doesn’t sell computers. He sells the promise of a better world. True evangelists are driven by a messianic zeal to create new experiences. When Jobs introduced the iPod in 2001, he said, “In our own small way, we’re going to make the world a better place.” Where most people see the iPod as a music player, Jobs presents it as tool to enrich people’s lives. Of course, it’s important to have great products. But passion, enthusiasm, and a sense of purpose beyond the actual product will set you and your company apart.

7. Create visual slides. Apple products are easy to use because they eliminate clutter. It’s a design philosophy that applies to every Steve Jobs presentation. There are no bullet points in his presentations. Instead Jobs relies on photographs and images. Where the average PowerPoint slide has 40 words, it’s difficult to find seven words on 10 of Jobs’ slides. The technique is based on the idea that information is more effectively recalled when text and images are combined. For example, when Steve Jobs unveiled the Macbook Air, Apple’s ultra-thin notebook computer, he showed a slide of the computer fitting inside a manila envelope. That image was worth a thousand words. “Simplicity is the ultimate sophistication,” Jobs once said. Be sophisticated. Keep it simple.

8. Use cool, catchy words. Steve Jobs described the speed of the new iPhone 3G as “amazingly zippy.” Where most business presenters use words that are too technical, vague, or confusing, Jobs’ language is remarkably simple. He rarely, if ever, will use jargon that cloud most presentations like “best of breed” or “synergy.” His language is simple, clear, and direct. Legendary GE CEO Jack Welch once said, “insecure managers create complexity.” Exude confidence: speak simply.

9. Use props and stuff. In addition to stunning visual backdrops (his slides), Steve Jobs brings props for show and tell. After introducing new products or features, Jobs will often sit down at a computer or pick up an iPhone and demonstrate how it works. These demos are simple, but often very dramatic. When Jobs introduced Macintosh in 1984, he walked to the center of a darkened stage and slowly pulled the computer from inside a black bag. He pulled a floppy disk out of his pocket, slowly inserted it into the computer, and walked away as the computer came to life.

10. Practice makes perfect. Steve Jobs spends hours rehearsing every facet of his presentation. Every slide is written carefully, every presentation staged like a theatrical experience. Steve Jobs makes a presentation look effortless, but that polish comes after hours and hours of grueling practice. I don’t believe Steve Jobs is a natural presenter. If you watch video clips of his presentations going back 20 years, you will see that he improves significantly every decade. The Steve Jobs of 1984 had a lot of charisma but the Steve Jobs of 1997 was a far more polished speaker. The Steve Jobs who introduced the iPhone in 2007 was even better.

Related posts:

1. Inspiring Change Through Presentations