2 years without Steve: 11 lessons on conducting presentations from Steve Jobs

Famous coach public speaking and journalist named Carmine Gallo (Carmine Gallo) published on the Forbes website conclusions from their observations of the behavior of Steve Jobs during the presentation. The former head of Apple has always had and still have a lot to learn.

"Steve Jobs is still the one of the best corporate storytellers. I know many talented speakers, even wrote about them in this column, but as long as I did not see anyone better than Steve Jobs... His performances presentations continue to gain thousands of hits on YouTube ». Carmine Gallo said that if people want to inspire the world with their ideas, they will need to draw on the legacy of Steve Jobs. In this article, the author talked about the 11 approach, based on one of Jobs' presentations (but some!) - iPhone presentation in 2007.

Burn your idea!
Steve Jobs was obsessed with the design, he loved his new product. "He looks just fucking great," - smiling broadly, he said, showing the iPhone for the first time. Jobs fond of phrases like "cool", "awesome" or "great," because he really believed. If you do not "burn" your idea, then the other will not be able to "light".

Think of his "message in Twitter-style"
Jobs used the technique, which I called "Message in a Twitter-style» (Twitter-friendly headline), when in the same sentence perfectly fits all the most important thing that I wanted to say about the product. Showing a new smartphone, Jobs proudly declaimed: "Today, Apple re-invent the phone." The main idea of ​​«Apple reinvented the phone" was the only proposal on the slide. He repeated this idea several times during the presentation. If her "zaguglit", will be more than 25,000 references, most of which vyvedot you directly to the articles or blog posts, which speaks of this presentation.

Rule number "three".
Jobs knew instinctively that the number "3" - one of the most powerful in the field of communications. List three things captures the attention better than two and three positions are easier to remember than, for example, twenty-two. Jobs iPhone divided his presentation into three parts: iPod function of the new phone, itself a new phone and Internet connections. This trinity amused Jobs, and he joked: "Today we are introducing three revolutionary products. First - iPod with a wide touch screen. The second - a revolutionary mobile phone. And the third - a great device to access the Internet... See? These are not three different devices, and one, and we call it iPhone! »

Playing in the villain and the hero
In all the great stories have a hero and a villain. Steve Jobs' presentation were no exception. Why in 2007, people need another mobile phone, and it is from Apple? Jobs came up with the villain against which Apple looked hero: "Ordinary mobile phones are not so smart and easy to use. Smart phones a bit smarter, but also more difficult to use. They really abstruse... We decided to make the best product to be smarter than any existing mobile device and is extremely easy to use. I turned iPhone ».

Paint advantages.
The villain is revealed, the hero is presented. Now it is necessary to paint his positive qualities in all colors. In this case, the multi-touch user interface. Here's how it filed Jobs: "This is the real magic. You do not need a stylus. The most accurate display of all. It ignores unintended touches. He is super smart. You can perform actions on it a few fingers. "

Make a simple, visual slides.
On average, a single PowerPoint slide fit forty words. In the first three minutes of the presentation of Steve Jobs iPhone uses a total of nineteen words (twenty-one, if we consider the date).

Tell stories.
Before Jobs introduced the new phone, he briefly ran on Apple's history: "In 1984, Apple introduced the first Macintosh. This has changed not only Apple. It changed the whole computer industry. In 2001, we introduced the first iPod. This is not just changed the way we listen to music. This has changed the entire music industry. " This may be the history of the brand, customer history or personal history of the category. It was a funny moment when the clicker [people switching slides], has stalled. While he was in for a few seconds trying to fix the problem, Jobs stopped and began to talk about how they are with Steve Wozniak joked about students in a dormitory Wozniak college. WHO invented the device that interrupted TV signals, and they used it to tease the students as they watched Star Trek. This story defused the atmosphere at the presentation, and Jobs has continued the presentation with no problems.

Well get ready, a lot of practice.
Misunderstanding with clicker teaches another great lesson of all speakers. Jobs joked, told the story, and returned to his speech, as his team solved the issue. It was difficult to lead to confusion. Jobs was famous for his approach to training. He rehearsed the scene for hours for many weeks before the release of the main product. He knew every detail of every demonstration and every font on each slide. As a result, the presentation was impeccable. People often complain about: "I still do not get as smooth as that of Steve Jobs." Of course - hours and hours of practice allowed Jobs to lead presentations naturally, smoothly and without stress.

Avoid reading from a sheet.
For those about 80 minutes, during which lasted for iPhone presentation, Jobs has never read a teleprompter or paper. He mastered the content so well that he did not need the record. The only thing - when he needed a demonstration was a very short list of the major items, hidden from the eyes of the audience.

Have fun!
When Jobs first told the audience that Apple is going to introduce a mobile phone, then said: "Here he is." But instead contemplate iPhone, the audience saw a slide iPod photo with an old-fashioned rotary dial. This caused delight and laughter of the audience. Jobs enjoyed their reaction. There were a lot of funny moments, including Up rally. Jobs decided to demonstrate how easy it is on the cards to find the right location and to call the number. He chose the nearest Starbucks and rang the bell. She picked up the phone and said, "Good morning, Starbucks. How can I help you? "Jobs replied ::" I'd like to order 4,000 lattes to go, please. No, I'm just kidding. Wrong number. Bye Bye". The audience loved it. Perhaps most of all, Jobs got the pleasure of speaking.

Encourage the audience.
Jobs liked to finish his speech inspiring and uplifting words. IPhone presentation he ended with these words: "I did not sleep a wink last night. I am very worried about how things will be held today... There's an old Wayne Gretzky quote [a well-known Canadian hockey player], which I love. "I roll to where the puck will be, not to where it was." We have always tried to do so in the Apple from the beginning. And we will always do so. "

Steve Jobs taught entertain, inform and inspire its audience at every presentation. So you too can. We need to work, plan and create, but if someone is willing to listen to your ideas, it's worth the effort.