Present Like Hollywood: April 2017

A person can have the greatest idea in the world—completely different and novel—but if that person can't convince enough other people, it doesn't matter.

— GREGORY BERNS, ix

[Be careful about] what you say, how you say it, and what your audience sees when you say it. X

What you'll learn is that Jobs is a magnetic pitchman who sells his ideas with a flair that turns prospects into customers and customers into evangelists. He has charisma, defined by the German sociologist Max Weber as “a certain quality of an individual personality, by virtue of which he is set apart from ordinary people and treated as endowed with supernatural, superhuman, or at least specifically exceptional powers or qualities." Jobs has become superhuman among his most loyal fans. But Weber got one thing wrong. Weber believed that charisma was not “accessible to the ordinary person." Once you learn exactly how Jobs crafts and delivers one of his famous presentations, you will realize that these exceptional powers are available to you as well. If you adopt just some of his techniques, yours will stand out from the legions of mediocre presentations delivered on any given day. Your competitors and colleagues will look like amateurs in comparison. Xi

Since the launch of the Macintosh in 1984. In fact, the Macintosh launch, which you will read about in the pages to follow, is still one of the most dramatic presentations in the history of corporate.

I find it amazing that Jobs has actually improved his presentation style in the twenty-five years since the launch. Xi

Jobs has transformed the typical, dull, technical, plodding slide show into a theatrical event complete with heroes, villains, a supporting cast, and stunning backdrops. Xi

Whether you are a CEO launching a new product, an entrepreneur pitching investors, a sales professional closing a deal, or an educator trying to inspire a class, Jobs has something to teach you. Most business professionals give presentations to deliver information. Not Jobs. A Steve Jobs presentation is intended to create an experience—“a reality distortion field"—that leaves his audience awed, inspired, and wildly excited. Xii

Jobs is a complicated man who creates extraordinary products, cultivates intense loyalty, and also scares the shit out of people… Jobs does all of the following: » Crafts messages » Presents ideas » Generates excitement for a product or feature » Delivers a memorable experience » Creates customer evangelists xiii

Why can't I energize my listeners like Jobs?" The answer is, “You can." As you'll learn, Jobs is not a natural. He works at it. Although he always had a theatrical flair, his style has evolved and improved over the years. Jobs is relentlessly focused on improvement, laboring over every slide, every demo, and every detail of a presentation. Each presentation tells a story, and every slide reveals a scene. Jobs is a showman and, as with all great actors, he rehearses until he gets it right. Xiv

PERFORMANCE IN THREE ACTS

The Presentation Secrets of Steve Jobs is structured like one of Jobs's favorite presentation metaphors: a three-act play. In fact, a Steve Jobs presentation is very much like a dramatic play—a finely crafted and well-rehearsed performance that informs, entertains, and inspires. When Jobs introduced the video iPod on October 12, 2005, he chose the California Theatre in San Jose as his stage. It was an appropriate setting as Steve divided the product introductions into three acts, “like every classic story." In act 1, he introduced the new iMac G5 with built-in video camera. Act 2 kicked off the release of the fifth-generation iPod, which played video content for the first time. In act 3, he talked about iTunes 6, with the news that ABC would make television shows available for iTunes and the new video iPod. Xiv-xv

» Act 1: Create the Story. The seven chapters—or scenes—in this section will give you practical tools to craft an exciting story behind your brand. A strong story will give you the confidence and ability to win over your audience.

» Act 2: Deliver the Experience. In these six scenes, you will learn practical tips to turn your presentations into visually appealing and "must-have" experiences.

» Act 3: Refine and Rehearse. The remaining five scenes will tackle topics such as body language, verbal delivery, and making "scripted" presentations sound natural and conversational. Even your choice of wardrobe will be addressed. You will learn why mock turtlenecks, jeans, and running shoes are suitable for Jobs but could mean the end of your career.

Short intermissions divide the acts. These intermissions contain nuggets of great information culled from the latest findings in cognitive research and presentation design. Xv

WHAT ARE YOU REALLY SELLING?

Jobs is "the master at taking something that might be considered boring—a hunk of electronic hardware—and enveloping it in a story that made it compellingly dramatic," writes Alan Deutschman in The Second Coming of Steve Jobs. Only a handful of leaders whom I have had the pleasure of meeting have this skill, the ability to turn seemingly boring items into exciting brand stories. Cisco CEO John Chambers is one of them. Chambers does not sell routers and switches that make up the backbone of the Internet. What Chambers does sell is human connections that change the way we live, work, play, and learn.

The most inspiring communicators share this quality—the ability to create something meaningful out of esoteric or everyday products. Starbucks CEO Howard Schultz does not sell coffee. He sells a "third place" between work and home. Financial guru Suze Orman does not sell trusts and mutual funds. She sells the dream of financial freedom. In the same way, Jobs does not sell computers. He sells tools to unleash human potential. Throughout this book, ask yourself, "What am I really selling?" Remember, your widget doesn't inspire. Show me how your widget improves my life, and you've won me over. Do it in a way that entertains me, and you'll have created a true evangelist.

Along the way, you'll also discover that Steve Jobs is motivated by a messianic zeal to change the world, to put a "dent in the universe." In order for these techniques to work, you must cultivate a profound sense of mission. If you are passionate about your topic, you're 80 percent closer to developing the magnetism that Jobs has. From the age of twenty-one when Jobs cofounded Apple with his friend Steve Wozniak, Jobs fell in love with the vision of how personal computing would change society, education, and entertainment. His passion was contagious, infecting everyone in his presence. That passion comes across in every presentation. Xvi

As Jobs often says to kick off a presentation, “Now let's get started." Xvi [Let’s continue the story]

ACT I

CREATE THE STORY

Creating the story, the plot, is the first step to selling your ideas with power, persuasion, and charisma. Succeeding at this step separates mediocre communicators from extraordinary ones. Most people fail to think through their story. Effective communicators plan effectively, develop compelling messages and headlines, make it easy for their listeners to follow the narrative, and introduce a common enemy to build the drama. The seven chapters—or scenes—in Act 1 will help set the foundation for presentation success. Each scene will be followed by a short summary of specific and tangible lessons you can easily apply today. Let's review the scenes here:

» SCENE 1: "Plan in Analog." In this chapter, you will learn how truly great presenters such as Steve Jobs visualize, plan, and create ideas well before they open the presentation software.

Marketing is really theater. It's like staging a performance. —JOHN SCULLEY

» SCENE 2: "Answer the One Question That Matters Most." Your listeners are asking themselves one question and one question only: "Why should I care?" Disregard this question, and your audience will dismiss you.

» SCENE 3: "Develop a Messianic Sense of Purpose." Steve Jobs was worth more than $100 million by the time he was twenty-five, and it didn't matter to him. Understanding this one fact will help you unlock the secret behind Jobs's extraordinary charisma. P1.

» SCENE 4: "Create Twitter-Like Headlines." The social networking site has changed the way we communicate. Developing headlines that fit into 140-character sentences will help you sell your ideas more persuasively.

» SCENE 5: "Draw a Road Map." [without revealing the end] Steve Jobs makes his argument easy to follow by adopting one of the most powerful principles of persuasion: the rule of three.

» SCENE 6: "Introduce the Antagonist." Every great Steve Jobs presentation introduces a common villain that the audience can turn against. Once he introduces an enemy, the stage is set for the next scene.

» SCENE 7: "Reveal the Conquering Hero." Every great Steve Jobs presentation introduces a hero the audience can rally around. The hero offers a better way of doing something, breaks from the status quo, and inspires people to embrace innovation [problem: Jobs presentations introduce a hero whom the audience needs and may identify with. This makes a passive audience. But, the better way is making the audience partners of the hero. Make the heroic journey interactive] 2.

Steve Jobs has built a reputation in the digital world of bits and bytes, but he creates stories in the very old- world tradition of pen and paper. His presentations are theatrical events intended to generate maximum publicity, buzz, and awe. They contain all of the elements of great plays or movies: conflict, resolution, villains, and heroes. And, in line with all great movie directors, Jobs storyboards the plot before picking up a “camera” (i.e., opening the presentation software). It's marketing theater unlike any other.

Jobs is closely involved in every detail of a presentation: writing descriptive taglines, creating slides, practicing demos, and making sure the lighting is just right. Jobs takes nothing for granted. He does what most top presentation designers recommend: he starts on paper. “There's just something about paper and pen and sketching out rough ideas in the 'analog world' in the early stages that seems to lead to more clarity and better, more creative results when we finally get down to representing our ideas digitally," writes Garr Reynolds in Presentation Zen. Design experts, including those who create presentations for Apple, recommend that presenters spend the majority of their time thinking, sketching, and scripting. Nancy Duarte is the genius behind Al Gore's An Inconvenient Truth. Duarte suggests that a presenter spend up to ninety hours to create an hour-long presentation that contains thirty slides. [=15 hours for a 10 minutes presentation.] However, only one- third of that time should be dedicated to building the slides, says Duarte.² The first twenty-seven hours are dedicated to researching the topic, collecting input from experts, organizing ideas, collaborating with colleagues, and sketching the structure of the story. 3-4

BULLETS KILL

Think about what happens when you open PowerPoint. A blank-format slide appears that contains space for words—a title and subtitle. This presents a problem. There are very few words in a Steve Jobs presentation. Now think about the first thing you see in the drop-down menu under Format: Bullets & Numbering. This leads to the second problem. There are no bullet points in a Steve Jobs presentation. The software itself forces you to create a template that represents the exact opposite of what you need to speak like Steve! In fact, as you will learn in later scenes, texts and bullets are the least effective way to deliver information intended to be recalled and acted upon. Save your bullet points for grocery lists.

Visually engaging presentations will inspire your audience. And yes, they require a bit of work, especially in the planning phase. As a communications coach, I work with CEOs and other top executives on their media, presentation, and public speaking skills. One of my clients, a start-up entrepreneur, had spent sixty straight days in Bentonville, Arkansas, to score an appointment with Wal-Mart. His technology intrigued company executives, who agreed to a beta test, a trial run. Wal-Mart asked him to present the information to a group of advertisers and top executives. I met with my client over a period of days at the offices of the Silicon Valley venture capital firm that invested in his company. For the first day, we did nothing but sketch the story. No computer and no PowerPoint—just pen and paper (whiteboard, in this case). Eventually we turned the sketches into slide ideas. We needed only five slides for a fifteen-minute presentation. Creating the slides did not take as much time as developing the story. Once we wrote the narrative, designing the slides was easy. Remember, it's the story, not the slides, that will capture the imagination of your audience. 4-5.

NINE ELEMENTS OF GREAT PRESENTATIONS

1. HEADLINE

What is the one big idea you want to leave with your audience? It should be short (140 characters or less), memorable, and written in the subject-verb-object sequence. When Steve Jobs unveiled the iPhone, he exclaimed, “Today Apple reinvents the phone!"⁵ That's a headline. Headlines grab the attention of your audience and give people a reason to listen. Read USA Today for ideas. Here are some examples from America's most popular daily newspaper:

» "Apple's Skinny MacBook is Fat with Features"

» "Apple Unleashes Leopard Operating System"

» "Apple Shrinks iPod" 6.

2. PASSION STATEMENT

Aristotle, the father of public speaking, believed that successful speakers must have “pathos,” or passion for their subject. Very few communicators express a sense of excitement about their topic. Steve Jobs exudes an almost giddy enthusiasm every time he presents. [?] Former employees and even some journalists have claimed that they found his energy and enthusiasm completely mesmerizing. Spend a few minutes developing a passion statement by filling in the following sentence: “I'm excited about this product [company, initiative, feature, etc.] because it ------------." Once you have identified the passion statement, don't be bashful—share it.

3. THREE KEY MESSAGES

Now that you have decided on your headline and passion statement, write out the three messages you want your audience to receive. They should be easily recalled without the necessity of looking at notes. Although Scene 5 is dedicated to this subject, for now keep in mind that your listeners can recall only three or four points in short-term memory. Each of the key messages will be followed by supporting points.

4. METAPHORS AND ANALOGIES

As you develop key messages and supporting points, decide on which rhetorical devices will make your narrative more engaging. According to Aristotle, metaphor is “the most important thing by far." A metaphor—a word or phrase that denotes one thing and is used to designate another for purposes of comparison—is a persuasive tool in the best marketing, advertising, and public relations campaigns. Jobs uses metaphors in conversations and presentations. In one famous interview, Jobs said, “What a computer is to me is the most remarkable tool that we have ever come up with. It's the equivalent of a bicycle for our minds."

Sales professionals are fond of sports metaphors: “We're all playing for the same team"; “This isn't a scrimmage; it's for real"; or “We're batting a thousand; let's keep it up." While sports metaphors work fine, challenge yourself to break away from what your audience expects. I came across an interesting metaphor for a new antivirus suite of applications from Kaspersky. The company ran full-page ads (the one I saw was in USA Today) that showed a dejected medieval soldier in a full suit of armor walking away, with his back toward the reader. The headline read, “Don't be so sad. You were very good once upon a time." The metaphor compared today's Internet security technologies (Kaspersky's competitors) to slow, cumbersome medieval armor, which of course is no match for today's military technology. The company extended the metaphor to the website with an image of a suit of armor and the same tagline. The metaphor was consistent throughout the company's marketing material. 7.

Analogies are close cousins of metaphors and also are very effective. An analogy is a comparison between two different things in order to highlight some area of similarity. Analogies help us understand concepts that might be foreign to us. “The microprocessor is the brain of your computer" is an analogy that works well for companies such as Intel. In many ways, the chip serves the same function in the computer as a brain serves in a human. The chip and the brain are two different things with like features. This particular analogy is so useful that it is widely picked up by the media. When you find a strong analogy that works, stick with it and make it consistent across your presentations, website, and marketing material. Jobs likes to have fun with analogies, especially if they can be applied to Microsoft. During an interview with the Wall Street Journal's Walt Mossberg, Jobs pointed out that many people say iTunes is their favorite application for Windows. “It's like giving a glass of ice water to someone in hell!"

5. DEMONSTRATIONS

Jobs shares the spotlight with employees, partners, and products. Demos make up a large part of his presentations. When Jobs unveiled a new version of the OS X operating system, codenamed Leopard, at Apple's Worldwide Developers Conference (commonly abbreviated WWDC, the annual conference is an Apple event to showcase new software and technologies) in June 2007, he said Leopard had three hundred new features. He chose ten to discuss and demonstrate, including Time Machine (automated backup), Boot Camp (runs Windows XP and Vista on Mac), and Stacks (file organization). Instead of simply listing the features on a slide and explaining them, he sat down and showed the audience how they worked. He also chose the features he wanted the press to highlight. Why leave it to the media to decide which of three hundred new features were the most compelling? He would tell them.

Does your product lend itself to a demonstration? If so, script it into the presentation. Your audience wants to see, touch, and experience your product or service. Bring it to life.

I worked with Goldman Sachs investors to prepare the CEO of a Silicon Valley semiconductor start-up that was about to go public. The company shrinks chips that create audio sound for mobile computers. As we were planning the investor presentation, the CEO pulled out a chip the size of a fingernail and said, “You wouldn't believe the sound that this generates. Listen to this." He turned up the volume on his laptop and played music that impressed those of us who were in the room. It was a no- brainer to use the same demonstration (with a more dramatic buildup) when the executive pitched the company to investors. The IPO went on to become a huge success. An investor who had underwritten the company later called me and said, “I don't know what you did, but the CEO was a hit." I didn't have the heart to say that I stole the idea from the Steve Jobs playbook! 8.

6. PARTNERS

Jobs shares the stage with key partners as well as his products. In September 2005, Jobs announced that all of Madonna's albums would be available on iTunes. The pop star herself suddenly appeared via webcam and joked with Jobs that she had tried to hold out as long as possible but got tired of not being able to download her own songs. Whether it's an artist or an industry partner like the CEOs of Intel, Fox, or Sony, Jobs often shares the stage with people who contribute to Apple's success.

7. CUSTOMER EVIDENCE AND THIRD-PARTY ENDORSEMENTS

Offering "customer evidence" or testimonials is an important part of the selling cycle. Few customers want to be pioneers, especially when budgets are tight. Just as recruiters ask for references, your customers want to hear success stories. This is especially critical for small companies. Your sales and marketing collateral might look great in that glossy four-color brochure, but it will be met with a healthy degree of skepticism. The number one influencer is word of mouth. Successful product launches usually have several customers who were involved in the beta and who can vouch for the product. Incorporate customer evidence into your pitch. Including a quote is simple enough, but try going one step further by recording a short testimonial and embedding the video on your site and in your presentation. Even better, invite a customer to join you in person (or via webcam) at a presentation or an important sales meeting.

Do you have third-party reviews of your product? Always use third-party endorsements when available. Word of mouth is one of the most effective marketing tools available, and when your customers see an endorsement from a publication or an individual they respect, it will make them feel more comfortable about their purchasing decisions.

8. VIDEO CLIPS (p. 9)

Very few presenters incorporate video into their presentations. Jobs plays video clips very often. Sometimes he shows video of employees talking about how much they enjoyed working on a product. Jobs is also fond of showing Apple's most recent television ads. He does so in nearly every major new product announcement and has been doing so since the launch of the famous Macintosh 1984 Super Bowl ad. He's been known to enjoy some ads so much that he showed them twice. Near the end of his presentation at Apple's WWDC in June 2008, Jobs announced the new iPhone 3G, which connects to higher-speed data networks and costs less than the iPhone that was currently on the market. He showed a television ad with the tagline “It's finally here. The first phone to beat the iPhone." When the thirty-second spot ended, a beaming Jobs said, “Isn't that nice? Want to see it again? Let's roll that again. I love this ad."

Including video clips in your presentation will help you stand out. You can show ads, employee testimonials, scenes of the product or of people using the product, and even customer endorsements. What could be more persuasive than hearing directly from a satisfied customer—if not in person, then through a short video clip embedded in your presentation? You can easily encode video into digital formats such as MPEG 1, Windows Media, or Quicktime files, all of which will work for most presentations. Keep in mind that the average viewed clip on YouTube is 2.5 minutes. Our attention spans are shrinking, and video, while providing a great way to keep the audience engaged, can be overused if left to run too long. Use video clips in your presentations, but avoid clips that run much longer than two to three minutes.

Video is a terrific tool for even the most nontechnical of presentations. I was helping the California Strawberry Commission prepare for a series of presentations set to take place on the East Coast. Commission members showed me a short video of strawberry growers expressing their love of the land and the fruit. The images of strawberry fields were gorgeous, and I suggested they create a digital file of the video clip and embed it in the presentation. In the presentation itself, they introduced the video by saying something like this: “We realize that you probably have never visited a California strawberry field, so we decided to bring the farmers to you." The video clip was the most memorable part of the presentation, and the East Coast editors loved it.

9. FLIP CHARTS, PROPS, AND SHOW-AND-TELL

There are three types of learners: visual (the majority of people fall into this category), auditory (listeners), and kinesthetic (people who like to feel and touch). Find ways to appeal to everyone. A presentation should comprise more than just slides. Use whiteboards, flip charts, or the high-tech flip chart—a tablet PC. Bring “props” such as physical products for people to see, use, and touch. In Scene 12, you'll learn much more about reaching the three types of learners. 10.

Most communicators get so caught up in the slides: Which font should I use? Should I use bullets or dashes? Should I include a graph here? How about a picture there? These are the wrong questions to be asking in the planning stage. If you have a tangible product, find other ways outside of the slide deck to show it off. On October 14, 2008, Steve introduced a new line of MacBooks carved out of one piece of aluminum, a “unibody enclosure.” After Jobs discussed the manufacturing process, Apple employees handed out examples of the new frame so audience members could see it and touch it for themselves.

Incorporating all of these elements in a presentation will help you tell a story worth listening to. Slides don't tell stories; you do. Slides complement the story. This book is software agnostic; it avoids a direct comparison between PowerPoint and Keynote because the software is not the main character in an effective presentation—the speaker is. Jobs himself started using Apple's Keynote software in 2002, so what are we to make of the extraordinary presentations Jobs gave dating back to 1984? The software is not the answer. The fact that Steve Jobs uses Keynote instead of PowerPoint does not mean your presentation will look more like his if you make the switch. You will, however, win over your audience by spending more time creating the plot than producing the slides. 11.

When Jobs returned to Apple in 1996, taking over for ousted Gil Amelio, he found a company with more than forty different products, which confused the customer. In a bold move, he radically simplified the product pipeline. In Inside Steve's Brain, Leander Kahney writes that Jobs called senior management into his office. “Jobs drew a very simple two-by-two grid on the whiteboard. Across the top he wrote 'Consumer' and 'Professional,' and down the side, 'Portable' and 'Desktop.' " Under Jobs, Apple would offer just four computers—two notebooks and two desktops—aimed at consumer and professional users. This is one of many stories in which we learn that Jobs does his best thinking when he's thinking visually. Whether you plan best on a whiteboard, a yellow legal pad, or Post-it notes, spend time in analog before jumping to digital. Your ultimate presentation will be far more interesting, engaging, and relevant. 12.

ARISTOTLE'S OUTLINE FOR PERSUASIVE ARGUMENTS

A Steve Jobs presentation follows Aristotle's classic five-point plan to create a persuasive argument:

1. Deliver a story or statement that arouses the audience's interest.

2. Pose a problem or question that has to be solved or answered.

3. Offer a solution to the problem you raised.

4. Describe specific benefits for adopting the course of action set forth in your solution.

5. State a call to action. For Steve, it's as simple as saying, "Now go out and buy one!" 12

TABLE 2.1 JOBS SELLING THE BENEFIT p. 20.

DATE/PRODUCT	BENEFIT

September 12, 2006 iPod nano	“The all-new iPod nano gives music fans more of what they love in their iPods—twice the storage capacity at the same price, an incredible twenty-four-hour battery life, and a gorgeous aluminum design in five brilliant colors."⁶
January 15, 2008 Time Capsule backup service for Macs running Leopard OS	“With Time Capsule, all your irreplaceable photos, movies, and documents are automatically protected and incredibly easy to retrieve if they are ever lost."⁷
June 9, 2008 iPhone 3G	“Just one year after launching the iPhone, we're launching the new iPhone 3G. It's twice as fast at half the price."⁸
September 9, 2008 Genius feature for iTunes	“Genius lets you automatically create playlists from songs in your music library that go great together, with just one click.

Nobody has time to listen to a pitch or presentation that holds no benefit. If you pay close attention to Jobs, you will see that he doesn't “sell" products; he sells the dream of a better future. When Apple launched the iPhone in early 2007, CNBC reporter Jim Goldman asked Jobs, “Why is the iPhone so important to Apple?" Jobs avoided a discussion of shareholder value or market share; instead, he offered the vision of a better experience: “I think the iPhone may change the whole phone industry and give us something that is vastly more powerful in terms of making phone calls and keeping your contacts. We have the best iPod we've ever made fully integrated into it. And it has the Internet in your pocket with a real browser, real e-mail, and the best implementation of Google Maps on the planet. iPhone brings all this stuff in your pocket, and it's ten times easier to use."¹⁰ Jobs explains the “why” before the “how.” 23.

Your audience doesn't care about your product. People care about themselves. According to former Apple employee and Mac evangelist Guy Kawasaki, “The essence of evangelism is to passionately show people how you can make history together. Evangelism has little to do with cash flow, the bottom line, or co-marketing. It is the purest and most passionate form of sales because you are selling a dream, not a tangible object."¹¹ Sell dreams, not products. 23.

» Ask yourself, "Why should my listener care about this idea/information/product/service?" If there is only one thing that you want your listener to take away from the conversation, what would it be? Focus on selling the benefit behind the product.

» Make the one thing as clear as possible, repeating it at least twice in the conversation or presentation. Eliminate buzzwords and jargon to enhance the clarity of your message. 24.

DEVELOP A MESSIANIC SENSE OF PURPOSE

We're here to put a dent in the universe.—STEVE JOBS 27.

THE REALITY DISTORTION FIELD

Sculley had witnessed what Apple's vice president Bud Tribble once described as Jobs's “reality distortion field”: an ability to convince anyone of practically anything. Many people cannot resist this magnetic pull and are willing to follow Jobs to the promised land (or at least to the next cool iPod). 28

In Built to Last: Successful Habits of Visionary Companies, authors Jim Collins and Jerry Porras studied eighteen leading companies. Their conclusion: individuals are inspired by “core values and a sense of purpose beyond just making money.”From his earliest interviews, it becomes clear that Jobs was more motivated by creating great products than by calculating how much money he would make at building those products.

In a PBS documentary, Triumph of the Nerds, Jobs said, “I was worth over a million dollars when I was twenty-three, and over ten million dollars when I was twenty-four, and over a hundred million dollars when I was twenty-five, and it wasn't that important, because I never did it for the money. This phrase holds the secret between becoming an extraordinary presenter and one mired in mediocrity for the rest of your life. Jobs once said that being “the richest man in the cemetery” didn't matter to him; rather, “going to bed at night saying we've done something wonderful, that's what matters to me.” Great presenters are passionate, because they follow their hearts. Their conversations become platforms to share that passion. 31.

Donald Trump once remarked, “If you don't have passion, you have no energy, and if you don't have energy, you have nothing.” It all starts with passion. Passion stirs the emotions of your listeners when you use it to paint a picture of a more meaningful world, a world that your customers or employees can play a part in creating. 33.

True evangelists are driven by a messianic zeal to create new experiences. “It was characteristic of Steve to speak in both vivid and sweeping language,” writes Sculley. “'What we want to do,' he [Steve Jobs] explained, 'is to change the way people use computers in the world. We've got some incredible ideas that will revolutionize the way people use computers. Apple is going to be the most important computer company in the world, far more important than IBM.'” Jobs was never motivated to build computers. Instead, he had a burning desire to create tools to unleash human potential. 34.

Jobs reminds me of another business leader whom I had the pleasure of meeting, Starbucks CEO Howard Schultz. Prior to our interview, I read his book, Pour Your Heart into It. Schultz is passionate about what he does; in fact, the word passion appears on nearly every page. But it soon became clear that he is not as passionate about coffee as he is about the people, the baristas who make the Starbucks experience what it is. You see, Schultz's core vision was not to make a great cup of coffee. It was much bigger. Schultz would create an experience; a third place between work and home where people would feel comfortable gathering. He would build a company that treats people with dignity and respect. Those happy employees would, in turn, provide a level of customer service that would be seen as a gold standard in the industry. When I reviewed the transcripts from my time with Schultz, I was struck by the fact that the word coffee rarely appeared. Schultz's vision had little to do with coffee and everything to do with the experience Starbucks offers. 36.

Source:

Gallo, C. (2010). The presentation secrets of Steve Jobs: How to be insanely great in front of any audience. Prentice Hall.

Saturday, April 29, 2017

Student’s Reports/Feedback/Suggestions

5th Day: Doing your final presentations along with analysing them

4th Day: Working on your final presentations

Dr Susan: Use a dramatic structure in scientific presentations ‎

3rd Day: trump: The person of the year‎

Friday, April 28, 2017

Present Like Hollywood: Presentation lessons from Hollywood, Theatre, and TV ‎

Presentation lessons from Steve Jobs