Presentation Secrets Of Steve Jobs

232 NOTES 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 Bloopers!!” 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, October 16, 2003, youtube.com/watch?v=-YtR-DKDKiI (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. Bob Dylan, “Mr. Tambourine Man,” Bringing It All Back Home, Sony, 1965. Encore: One More Thing 1. Stanford University, “ ‘You’ve 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).

II NN DD EE XX Advertising, 36–37, 78–79 Arden, Paul, 103 app ads, 80 Aristotle, 13 hero-villain, 63–64 Audience iPod, 83–84 (See also iPod) iTunes, 83–84 (See also iTunes) giving credit to, 134 selling an experience, 80–82 participation, 142 simplicity, 90 rapport, 134, 199 ten-minute rule, 83–84 Altair, 30 Auditory learners, 147 Amelio, Gil, 13, 167 Analog, 3–14 badpitch.blogspot.com, 123 Analogies, 108–12, 122–25 Baig, Ed, 54, 133 Anaphora, 217 Ballmer, Steve, x, 45, 55–57 Angelou, Maya, 151 Barton, John, 109 Antagonists, 63–73 Bashford, Wilkes, 196 Berns, Gregory, 124 big picture, 68–69 Bishop, Todd, 114 religious dimension, 68 Black Hawk Down, 196 storytelling tool, 71–73 Body language, 168–69, 170–73, 187 AOL, 212 App Store, 80 eye contact, 170–71, 186–87 Apple Computers, 76, 102 gestures, 168–69, 172–73 comprehensible technology, 87 posture, 171–72 employees, 133–34 Bourne, Scott, 169 market share, 106 Brain, 83. See also Cognitive mission of, 68 rumors, 145 functioning without Jobs, 213 Post-it notes, 154 Worldwide Developers Conference, variety and, 129 Brain Rules (Medina), 68–69 113 (See also WWDC Brands, 68 [Worldwide Developers Branson, Richard, x, 212 Conference]) Brin, Sergey, 45 Apple TV, 83–84, 157 Brokaw, Tom, 190 Apple II, 76 Bucket method, 190–93 233

234 INDEX Buckingham, Marcus, 32–33 DuPont, 56 Built to Last: Successful Habits of Dylan, Bob, 213 Visionary Companies (Collins and EDGE, 106, 139, 140 Porras), 30 Einstein, Albert, 102 Bullet points, 4–5, 89. See also Employees, crediting, 133–34 PowerPoint Energy, 187–88 note taking, 89 Environmental issues, 71–73, 102, BusinessWeek, 179 Buyology (Lindstrom), 68 110 –11 Buzzwords, 22–24, 117–18, 123 Ericsson, K. Anders, 181 Evangelist, Mike, 180 Case studies, 132 Eversmann, Matt, 196 CD players, 77 Experience, delivering, 85–104 Chambers, John, xvi, 148, 175 Charan, Ram, 56 channeling inner Zen, 87–104 Charisma, 34. See also Jobs, Steve “holy shit” moments, 151–60 partners on stage, 127–35 definition, xi props, 137–49 Churchill, Winston, 182 statistics, 105–12 Cisco Systems, 20, 148 zippy words, 113–25 ClimateCrisis.org, 111 Eye contact, 170–71, 186–87 Clinton, Hillary, 190 Clow, Lee, 34 Feedback, 189 Clutter elimination, 89–90 Fleiss, Kevin, 70–71 CNBC, 67–68 Fortt, Jon, x Cognitive functioning, 83, 88, 92 Fortune magazine, 113 Coherence principle, 94–95 Fun demonstrations, 141–44, 207–13 Collins, Jim, 30 Comfort zones, 188 bloopers, 208–11 Consumer Electronics Show, 55, 185 infotainment, 211–13 Contiguity principle, 94 3G, 140 Costume, 195–97 Cranium, 124–25 GarageBand, 42, 145–46 Customers. See also Audience Gardner, Chris, 29–30 Gates, Bill, 31–32, 45, 128 concerns question that matters, 15–25 language complexity, 114–17 scenarios, 18–19 Gestures, 168–69, 172–73 selling the benefit, 20–21 Gianopulos, Jim, 130–31 Gladwell, Malcolm, 30–31, 179, giving credit to, 134 testimonials, 132 182–83 Godin, Seth, 89 Da Vinci, Leonardo, 87, 103 Goldman, Jim, 67–68 Deliberative practice, 181–82 Golf, 52 DEMO, 70–71 Goodell, Jeff, 106 Demonstrations, 138–40, 138–44. See Google, 45, 69 Google Maps, 141 also Presentations Gore, Al, xi, 71–73, 111 Design, 35–36 Gretzky, Wayne, 37 Grubb, Jim, 148 mobile computers, 129–30 Guardian, 180 presentation design, xiii, 3 Guest speakers. See Partners on stage slide design, 59–60, 88–89, 88–92, Harris, Scott, 110 10 0 –101 Headlines, twitter-like, 39–47, 161, 218 Deutsch, Donny, xiv Deutschman, Alan, xvi, 28, 37 GarageBand, 42 Diet, 111–12 iMac, 42–43 Drucker, Peter, xiii iPhone, 41–42 Duarte, Nancy, xi, 3, 97

INDEX 235 iPod, 43–44 generational considerations, MacBook Air, 39–40 30 –31 Hero, 75–86 mission, 76–78 health issues, x, 211, 212, 215 Hodgman, John, 78–79 keynote presentations, x, xii, 64–67, Hofmann, Hans, 90 Holliday, Chad, 56 90–91, 93, 96–97, 131, 137, “Holy shit” moments, 151–60, 163 144–45, 157–59, 180–81 bombshells, 155–57 language complexity, 114–17 memorable stories, 156 motivation, 30, 33 one theme, 154–55 quotations, 15, 27, 28, 29, 30, 31, 32, revolutionary products, 157–60 34, 35–36, 39, 46, 49, 63, 81, Hyperbole, 122 105, 113, 121, 195, 199, 215 Stanford University commencement IBM, 64, 75–76, 109–10 speech, 215–18 IBM-Motorola PowerPC, 146 Jukebox player, 77–78 IDG World Expo, ix iDVD, 180 Kahney, Leander, 13, 28, 90, 137 iLife suite, 145 Kanso, 89 iMac, 15, 42–43, 181, 199 Kawasaki, Guy, 24, 138–40 iMac G5, xiv Kelleher, Herb, 5 Improvisation, 199–206 Kennedy, John F., 58 Inconvenient Truth, An, xi, 71–73 Kessler, Michelle, 54 Inside Steve’s Brain (Kahney), 13, 90 Keynote software, 12, 44–47, 89, 204 Inspiration, xvi Kinesthetic learners, 147 Intel processor, 16–17, 54, 81, 127–28, Kinesthetics, 137–38 King, Rollin, 5 146–48, 199, 201 Kissinger, Henry, 193 Internet Explorer, 69 Krantz, Michael, 181 Introductions, 17, 20 iPhone, 41–42, 49–51, 53, 64–67, 106, Langberg, Mike, 78 Language issues 113, 140–41, 149, 157–60, 184, 205 analogies, 108–12, 122–25 data transfers, 106 concrete language, 118, 121 market share, 107–8 emotional language, 118, 121 3G, 98–99, 106, 113 filler words, 187, 189 iPod, xiv, 34, 43–44, 49–51, 53, 77, jargon, 113, 117–20, 122 105, 155 language complexity, 114–17 advertising, 83–84 plain English, 102–4, 114–17 simplicity, 87 simplicity, 118–20, 121 slogan, 105 speaking style, 173–76 storage, 107 vocal delivery, 187 iTunes, xv, 53, 212 zippy words, 113–25 advertising, 83–84 Leadership, 33, 176–77, 192–93 films, 130–31 simplicity, 94 Ive, Jony, 87, 129–30 Leadership in the Era of Economic Jargon, 113, 117–20, 122 Uncertainty (Charan), 56 Jobs, Steve, 37–38, 199. See also Specific Learners, types of, 147 Leopard, 57, 131–33, 144 topics “Let’s Rock” presentation, 93, 96–97 bloopers, 208–11 Lindstrom, Martin, 68 body language, 168–69, 170–73 Long, Justin, 78–79 CEO announcement, 155–57 Lyons, Daniel, x charisma, xi, 34, 167 dressing style of, 195–97 Mac OS 9, 207–8 explaining statistics, 105–9 Mac OS X, 207–8. See also OS X operating system

236 INDEX MacBook Air, 31, 39–40, 98–100, Obama, Barack, 58–59, 177 151–52, 199 Odyssey (Sculley), 27 Off-the-cuff remarks, 188–93 MacBook laptops, 129–30 Online meetings, 144 MacBook Pro, 80 Orman, Suze, xvi, 119 MacBooks, 12 OS X operating system, 113, 131–33, aluminum frame, 129–30, 144, 146–48, 207–8 137–38 Osteen, Joel, 204 Otellini, Paul, 127–28, 132 Macintosh, 50–53, 153–54 Outliers (Gladwell), 30, 182 advertising, 63–64, 78–79 Page, Larry, 45 Macintosh Way, The (Kawasaki), Partners on stage, 127–35, 142–43, 138–40 162 Macworld Expo, ix, x, 57, 83, 90–91, Gates, Bill, 128 107, 127, 134, 140–41, 157–60, Gianopulos, Jim, 130–31 161, 167, 180, 184, 199, 205 Ive, Jony, 129–30 Mayer, John, 146 Macworld magazine, 196 Otellini, Paul, 127–28 Madonna, 10 teenagers, 146 Maps, 205 Wyle, Noah, 134–35 Marketing, 40 Passion, 32–34, 35 PC magazine, 133 case studies, 132 PC World, 213 product launch, 152–54, 179 Persuasive argument, 13 selling an experience, 80–82 Petaflop, 109–10 as theater, 3 Phelps, Michael, 193–94 Markoff, John, 31 Photo Booth, 143–44 Marsalis, Wynton, xv Photography, 97–100, 143–44 Mayer, John, 146 Picture superiority effect (PSE), Mayer, Marissa, 179 Mayer, Richard, 92–95 97–98 McNeill, David, 172 Pirates of Silicon Valley, 134–35 Media, 131–33, 137 Pitches, 123 Medina, John, 68–69, 83, 91, 154 Pixar, 156–57 Mehrabian, Albert, 176–77 Pogue, David, 123, 133 Mendelson, Ed, 133 Porras, Jerry, 30 Microsoft Internet Explorer, 128 Posture, 171–72 Microsoft Office, 129 Pour Your Heart into It (Schultz), 35 Miller, George, 51 Powell, Lauren, 89 Mission, 68, 76–78. See also Purpose PowerPoint, 89 statements, 118 Montemagno, Marco, 142–43 bullet points, 4–5, 89 Mossberg, Walt, 8–9, 32, 133 Presentation design, xiii MP3 CD player, 77 Multimedia presentation principle, on paper, 3 Presentation Zen (Reynolds), 3 92–97 Presentations. See also Refine and Music, 77, 212. See also iPod; iTunes rehearse Napkin test, 5 compared to plays, xiv–xv National Oceanic and Atmospheric as experience, 85–104 importance of, xi Administration (NOAA), 111 “one more thing,” 215–18 Netscape, 69 preparation time, 3–4 Networks, 142–43 recordings, 189–90 New York Times, 109, 133, 155 techniques, xiii NeXt, 195, 196 ten-minute rule, 83–84 Note taking, 89 time limits, 70–71 notes as cue cards, 199 using notes, 204–6 Numbers. See Statistics

INDEX 237 Press releases, 22–24 Simplicity, 87–88 Problem articulation, 70–71, 80. See advertising, 90 Buddhism, 89 also Antagonists demonstrations, 139 Props, 137–49, 162 language, 118–20 leadership, 94 demonstrations, 138–44 slide design, 88–89 focusing, 144–46 kinesthetics, 137–38 “Simpsons, The,” 195 surprise element, 146–49 Singh, Vijay, 193 Public relations pitches, 123 6 GB hard-drive player, 78 Purpose, 27–38, 68 Slide:ology, xi Pursuit of Happyness, The, 29 Slides, 140, 162–63 Ray, Rachael, 188 cluttered, 100–101 Red Hot Chili Peppers, 149 coherence principle, 94–95 Refine and rehearse, 165–66 contiguity principle, 94 design, 59–60, 88–92, 100–101 bucket method, 190–93 multimedia presentation principle, case study, 185 deliberative practice, 181–82 92–94 effortlessness, 179–94 number of words, 91 feedback, 189 one theme per slide, 200–201 off-the-cuff remarks, 188–93 perfecting, 182 recordings, 189–90 pictures, 97–100 stage fright, 193–94 prompts, 203 stage presence, 167–78 resources, 104 tap-the-glass technique, simplicity, 59–60, 88–92, 189–90 10 0 –101 ten-thousand-hours theory, split-attention principle, 94 white space, 97 182–84 Smith, Will, 29 videos, 185–87 Solomon, Susan, 111 Reynolds, Garr, 3, 89 Sorenson, Ted, 58 Road map, 49–62, 161–62 Southwest Airlines, 5 as agenda, 57–60 Speaking style, 173–76 rule of three, 51–62 conversational, 199 Roadrunner, 109–10 inflection, 174 Robbins, Tony, 188 pauses, 174–76 Rolling Stone, 34, 106 rate, 176 Rule of three, 50, 51–57, 216 tap-the-glass technique, application, 60–62 189–90 Safari, 69, 144–45 volume, 176 San Jose Mercury, 110 Speechwriting, 58–59 SanDisk, 108–9 Spielberg, Steven, 159–60 Schiller, Phil, x, 149, 161–63 Split-attention principle, 94 Schultz, Howard, xvi, 35 Stage fright, 193–94 Scott, Ridley, 63–64 Stage presence, 167–78 Scripts, 199–206 Stanford University commencement key words, 202 speech, 215–18 preparing, 202–4 Starbucks, 141, 143, 205 Sculley, John, 3, 27–28, 33 Statistics, 105–12, 162 Seattle Post Intelligencer, 114 Second Coming of Steve Jobs analogies and, 108–12 contextual, 107–12 (Deutschman), xvi, 37, 182 relevant, 107–12 Sigman, Stan, 167–70 specificity, 107–12 Silent Messages (Mehrabian), 176 Stein, Ben, 178 Simon, William, 89 “Stevenotes,” x

238 INDEX Story creation, 1–14. See also U.S. government bailout, Experience, delivering 110 analog, 3–14 USA Today, 54, 95, 133 analogies, 7–9 (See also Analogies) UsingEnglish.com, 114 antagonists, 63–73 customer evidence, 10 Vais, Paul, 182 demonstrations, 9 Valvano, Jimmy, 61 emotional stories, 156 (See also Van Der Veer, Jeroen, 94 Vance, Ashlee, 20 Language issues) Video rehearsals, 185–87 endorsements, 10 Virtualization, 20 flip charts, 12–13 Vision, xvi–xvii, 68. See also headlines, 6–7, 39–47 hero, 75–86 Purpose key messages, 7 Visual learners, 147 metaphors, 7–9 Visual thinking, 13 narrative, 4–5 partners, 10 (See also Partners on Walker, Diana, 90 Wall Street Journal, 133 stage) Washington Monument, 205 passion statement, 7 Webcam, 81 props, 12–13 Weber, Max, xi purpose, 27–38 Welch, Jack, x, 120 road map, 49–62 White space, 97 scenes, 1–2 Windows 7, 54 scripting, 6, 12–13 Winfrey, Oprah, 33 show-and-tell, 12–13 Wozniak, Steve, xvi, 208–9, 212 video clips, 10–12 Wu, Shaw, 213 Swisher, Kara, 32 WWDC (Worldwide Developers Tait, Richard, 5, 124–25 Conference), 53, 98–100, 113, TechCrunch 50, 70–71 140, 144, 146, 211 Ten-minute rule, 83–84 Wyle, Noah, 134–35 Tesler, Larry, 36 “Think Different” ad campaign, Young, Jeffrey, 89 YouTube, x, 132, 142 36 –37 Time magazine, 181 commencement speeches, Titles, business, 124–25 215–18 TravelMuse, 70–71 Tribble, Bud, 28 Zen Buddhism, 89 Triumph of the Nerds, 30 Zen, inner, 87–104 Trump, Donald, 32 Zimmer, George, 196 Twitter. See Headlines, twitter-like Zippy words, 113–25