How to Wow 'Em Like Steve Jobs

APRIL 6, 2006
News and Features
By Carmine Gallo

How to Wow 'Em Like Steve Jobs

The Apple CEO is well known for his electrifying presentations. Here are five
tips to make your next talk just as mesmerizing -- or close

Apple Computer (AAPL), now celebrating 30 years of innovation, has
revolutionized the way we use computers and listen to music. Now its
charismatic co-founder, Steve Jobs, has transformed the corporate pitch.
Anyone who has watched a Jobs keynote will tell you he is one of the most
extraordinary speakers in Corporate America. Jobs learned a long time ago
that a leader must be a company evangelist and brand spokesperson.

As a communications coach and former business journalist, I have spent plenty
of time with Apple executives and have watched my share of Jobs'
presentations. He is magnificent. But whether you are pitching a hot gizmo,
such as the iPod, or a hot sub sandwich, a story is a story and your goal is
to win customers. Here are Jobs' five keys to a dazzling presentation.

Sell the Benefit
Steve Jobs does not sell bits of metal; he sells an experience. Instead of
focusing on mind-numbing statistics, as most technologists tend to do, Jobs
sells the benefit. For example, when introducing a 30 GB iPod, he clearly
explains what it means to the consumer -- users can carry 7,500 songs, 25,000
photos, or up to 75 hours of video. In January when Jobs introduced the first
Intel (INTC)-based Mac notebook he began by saying, ""What does this mean?""

He went on to explain the notebook had two processors, making the new product
four to five times faster than the Powerbook G4, a ""screamer"" as he called
it. He said it was Apple's thinnest notebook and comes packed with ""amazing""
new features like a brighter wide-screen display and a built-in camera for
video conferencing. It's not about the technology, but what the technology
can do for you.

Practice, Practice, and Practice Some More
Jobs takes nothing for granted during product launches. He reviews and
rehearses his material. According to a Business Week article on February 6,
2006, ""Jobs unveils Apple's latest products as if he were a particularly hip
and plugged-in friend showing off inventions in your living room. Truth is,
the sense of informality comes only after grueling hours of practice."" The
article goes on to say that it's not unusual for Jobs to prepare for four
hours as he reviews every slide and demonstration (see BW, 2/6/06, ""Steve
Jobs' Magic Kingdom"").

Keep It Visual
Speaking of slides, there are very few bullet points in a Jobs presentation.
Each slide is highly visual. If he's discussing the new chip inside a
computer, a slide in the background will show a colorful image of the chip
itself alongside the product. That's it. Simple and visual.

Apple's presentations are not created on PowerPoint, as the vast majority of
presentations are. But PowerPoint slides can be made visual as well. It's a
matter of thinking about the content visually instead of falling into the
habit of creating slide after slide with headlines and bullet points. I once
worked with the vice-president of a public company who planned to show more
than 80 data-heavy slides in a 40-minute presentation. Imagine how quickly
his audience would have tuned out.

After I showed him just how visual his message could be, he went back to the
drawing board, dismantled his existing presentation, and reduced it to about
10 image-rich slides. The next day a newspaper reporter wrote that my client
had ""wowed"" analysts and investors. The stock rose 17% in the days that
followed. Take a cue from Jobs and help your listeners visualize the message.

Exude Passion, Energy, and Enthusiasm
Jobs has an infectious enthusiasm. When launching the video iPod, Jobs said,
""It's the best music player we've made,"" ""It has a gorgeous screen,"" ""The
color is fantastic,"" and ""The video quality is amazing.""

The first time I watch my clients present, I often have to stop them to ask
if they are sincerely passionate about their message. They usually assure me
they are, but they tend to lose energy and enthusiasm when they fall into
""presentation mode."" Jobs carries his enthusiasm into his presentations.

There is no better example of Jobs' passion than the famous story of how he
convinced John Sculley to lead Apple in the mid '80s by asking him, ""Do you
want to sell sugared water all your life or do you want to change the world?""
The former Pepsi executive chose the latter and, although the pairing
ultimately failed to work out, it reflects Jobs' sense of mission -- a
mission that he conveyed consistently in the early years of Apple and
continues to today.

""And One More Thing...""
At the end of each presentation Jobs adds to the drama by saying, ""and one
more thing."" He then adds a new product, new feature, or sometimes introduces
a band. He approaches each presentation as an event, a production with a
strong opening, product demonstrations in the middle, a strong conclusion,
and an encore -- that ""one more thing!""

It's Your Turn
Thank you for supporting these columns and passing them along to your
colleagues. It's very gratifying to hear from many of you. If you have ideas
for future columns or suggestions for profiles of great business leaders,
please contact me directly at carmine@gallocommunications.com. I would enjoy
hearing from you.

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每次讓人最期待的那句 ""and one more thing""....


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Reference:
http://www.businessweek.com/smallbiz/content/apr2006/sb20060406_865110.htm