stevejobspresentationskills-1262514380799-phpapp01

7/31/2019 stevejobspresentationskills-1262514380799-phpapp01

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T ispresentationisgiven ive yCarmineGa o

butsotheknowledgecanbesharedinthis

format,

weve

created

notes

for

you

to

read.


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,presentations will never be the same again.

Martin Lindstrom, bestselling author of Buyology


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person can ave t e greatest ea n t eworld. But if that person cant convince

enou h other eo le, it doesnt matter.

Gregory Berns


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SteveJobsisthemost

onthe

world

stage.

Ifyouadoptjustsomeofhis

techni ues ourideasand

presentationswillstandout

inaseaofmediocrity.


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Act1:CreatetheStory

Act2:DelivertheExperience


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ACT 1


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Develop a Messianic Sense of Purpose


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o s

as

eeng v ng

awe

nsp r ng

presentationsfordecades.

In1984,JobsunveiledthefirstMacintosh.

e aunc rema nsoneo t emost

dramaticpresentations

in

corporate

history.


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Do you want to spend the rest of your life sellingsu ared water or do ou want a chance to chan e the

world?Steve Jobs & John Sculley


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SteveJobssecrettosuccess:

Youvegottofindwhatyoulove.

GoingtobedatnightsayingIve

donesomethingwonderful.

Thatswhatmattered.

He

was

inspired

by

a

purpose

beyond

makingmoney.Trueevangelistsare

drivenbyamessianiczealtocreate

newexperiencesan toc anget e

world.

Find What You Love


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Some managers are uncomfortable with expressingemotion about their dreams, but its the passion and

emotion that will attract and motivate others.

Jim Collins, Built to Last


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Plan in Analog


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The sin le most im ortant thin ou can do todramatically improve your presentations is to have a

story to tell before you work on your PowerPoint file. Cliff Atkinson, Beyond Bullet Points


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TrulygreatpresenterslikeSteveJobs

visualize,planandcreateideason

paper(or

whiteboards)

well

before

theyopenthepresentationsoftware.


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Designexpertsrecommendthatpresentersspendthe

majorityoftheirtimethinking,sketchingandscripting.

THINKING

NancyDuarterecommendsthatapresenterspend90

hourscreatinganhourlongpresentationwith30slides.

Butonlyonethirdofthattimeisspentbuildingslides.

SKETCHING

,

collectingideas,

organizing

ideas,

and

sketching

the

story.

SCRIPTINGBUILDING

SLIDESREHEARSING

90

30SLIDES


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@Laura:Thispresentationisawesome!

@Bob:ROTFL

@Carol:Iheartthis.

reate w tter- e ea nes

@Ben:Didueatm sandwich?

@Tom:I m

stea ing

t is

i ea

Samm : Whens lunch?


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MacBook Air.The

worlds

thinnest

notebook.


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iPod.Onethousandsongsinyourpocket.


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Stick to the Rule of 3


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Act1:CreatetheStory

Act2:DelivertheExperience


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SteveJobsdoesmostofhisdemos.Youdonthaveto.In

fact,inmanycases,itmakesmoresensetobringin

someonew o

as

par cu ar

pro uc

now e ge.


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Introduce the Antagonist


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Ineveryclassicstory,theherofightsthevillain.Thesame

storytellingprincipleappliestoeverySteveJobspresentation.


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In1984whenheintroducedtheMacintosh,Big

Blue,IBMrepresentedthevillain.


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Introducinganantagonist(theproblem)

ralliestheaudiencearoundthehero.


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ACT 2


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ASteveJobspresentationisstrikingly

simple,highlyvisualandcompletely

.

Eliminate clutter


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Simplicity is the ultimate sophistication.Steve Jobs


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Thatsright nobulletpoints.Ever.New

researchintocognitivefunctioninghow

bulletpointsaretheleasteffectivewayto

deliverimportantinformation.


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JohnMedinasaystheaveragePPTslide

hasfortywords.

Average PPT Slide:

40 words


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Researchershavediscoveredthatideas

aremuchmorelikelytoberemembered

ofwordsorpicturespairedwithwords.

BIRD


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Psychologistscallit:PictureSuperiorityEffect(PSE)

Picture Superiority Effect (PSE)


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Ifinformationispresentedorally,people

rememberabout10%ofthecontent72hourslater.

.

10% 65%


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AccordingtoJohnMedina,yourbraininterprets

everyletterasapicturesowordyslidesliterally

.

B


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LetstakealookathowSteveJobssimplifies

complexinformation.

Simplifies Complex Information


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Hereisanexampleofhowamediocrepresenter

.

squeezeeverypieceofinformationontooneslide

alongwith

different

font

styles,

colors,

etc.


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HereisSteveJobss slide.Whatsthedifference?First,nowords.

Whyusewordswhenyouresimplytryingtoshowthatthe

computer

sso

t n,

t

ts

nan

o ce

enve ope

a enge

yourse

tousefewerwordsandmorevisuals.Itdoestakemorethought,but

youllneverdeliveranAppleworthypresentationifdont.


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Lexical Density-

SeattlePostIntelligencerrantranscriptsthroughasoftware

SimplerLess Abstract

,

easyit

was

to

understand

the

language.

They

ran

two

piecesoftextthroughthetool:SteveJobsMacworld2007

andBillGatesCES2007.Jobss wordsaresimpler,phrases

Fewer Words lessabstract,andusesfewerwordspersentence.Hewasmucheasiertounderstand.


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Numbersdontresonatewithpeopleuntilthosenumbers

areplacedintoacontextthatpeoplecanunderstand.The

bestway

to

help

them

understand

is

to

make

those

numbersrelevanttosomethingwithwhichyouraudienceis

alreadyfamiliarwith.

Dress Up Numbers

F l h S J b i d d h iP d i 2001


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ForexamplewhenSteveJobsintroducedtheiPodin2001,

hesaiditcamewitha5GBofmemory.Hebrokeitdown

pocket.

Jobsalwaysbreaksdownnumberstomakethemmore

interestingandmeaningful.

5GB 1,000 songs


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Our market share is greater than BMW or Mercedes

and nobody thinks they are going away. As a matter offact, theyre both highly desirable products and brands.

Steve Jobs

.

askedJobs

what

he

thought

of

Apples

market

share

being

stuckat5%.Jobsresponded,Ourmarketshareisgreater

thanBMWorMercedesandnobodythinkstheyaregoing

away.Asamatteroffact,theyrebothhighlydesirable

productsandbrands.


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IBM and Roadrunner SupercomputerIBM and Roadrunner Supercomputer

n une , , ssue apressre ease ou ng s

superfastsupercomputercalledRoadrunner.Itoperatesat

onepetaflop per

second.


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Whatsapetaflop?Onethousandtrillioncalculationsper

. .

simplytoobig.SoIBMaddedthefollowingdescriptionto

itspressrelease

Whats a petaflop?


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petaflop=

1,000 of todays fastest laptops

1.5 MILESHIGHER


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Reveal a Holy Shit Moment


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eop e w orget w at you sa , peop e wforget what you did, but people will never forget

how ou made them feel.Maya Angelou


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Introduceareally

thin,

light

notebook

computer

.

Backlitkeyboard

n e

rocessor

Lets return to MacBook Air. In Januar 2008 Steve Jobs

couldhave

described

it

as

most

people

would:

Were

really

excitedtointroduceareallythin,lightnotebookcomputer.

Ithasa13.3incwidescreendisplay,backlitkeyboardand

n e processor a a a .


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Instead,hecreatedanexperience.Theonemomentinthe

presentationthatheknewpeoplewouldbetalkingabout.

HeintroducedtheWorldsThinnestNotebook


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Bytheway,theHolyShitmomentwascompletelyplanned

pressreleaseshadbeenwritten,websitelandingpages

createdandadvertisementsreadytorun.Jobsraisesa

pro uct aunc toart orm


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Hisflairfordramacanbetracedbacktwentyfiveyears

.

heunveiledtheMacintosh,heremoveditfrominsidea

drapedbox,andletitspeakforitself.


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EMOTIONALDOPAMINE

CHARGEDEVENT

toboring

things.

When

the

brain

detects

an

emotionally

chargedevent,theamygdala releasesdopamineintothe

systemdopaminegreatlyaidsmemoryandinformation

process ng. t s eamenta post tnotet atte syour

brain,rememberthis.


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EMOTIONALLY

EVENT

.

theonethingyouwantyouraudiencetorememberandtotalk

about

long

after

your

presentation

is

over.


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ACT 3


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Ever slide was written like a iece of oetrPaul Vais


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Master Stage Presence


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SteveJobshasacommandingpresence.Hisvoice,gesturesand

bodylanguage

communicate

authority,

confidence

and

energy.


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Eye contact

Open posture

Hand gestures


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Body LanguageVocal Tone

Bodylanguage,delivery,allveryimportant.Ciscodidsome

studiesandfoundthatbodylanguageandvocaltoneaccount

forabout

63%

of

communication.

That

confirms

other

studies

thatfoundthemajorityoftheimpressionwemakehaslittleto

. ,

bodylanguageandvocaldeliveryunlessyou..


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Practice

SteveJobsrehearsesformanyhoursovermanydays.A


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y y y

BusinessWeek re orterwho rofiledJobswrote,Hissenseof

informalitycomes

after

grueling

hours

of

practice.

Whenisthelasttimeyoudevotedhoursofgruelingpracticeto

practice. BusinessWeek

Fortwofulldaysbeforeapresentation,Jobswillpracticethe


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entirepresentation,askingforfeedbackfromproduct

managersin

the

room.

For

48

hours,

all

of

his

energy

is

directedatmakingthepresentationtheperfectembodiment

ofApplesmessages.


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Buttheactualprocessbeginsweeksinadvanceandheisvery

demanding.OneemployeenotedSteveJobshaslittleorno

patiencefor

anything

but

excellence.

He

is

single

minded,

almostmanic,inhispursuitofqualityandexcellence.

10 000 HOURS


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10,000 HOURS

SteveJobsisnotanatural.Heworksatit.MalcolmGladwell

writesinOutliersthatpeopleattheverytopdontworkharderthan

everyone

else.

They

work

much,

much

harder.

In

fact,

Gladwell quotesneuroscientistswhobelievethat10,000hours

skillwhetheritssurgery,shootingbaskets,orpublicspeaking.

Lets do the math and Ill show you


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Let sdothemathandI llshowyou

whyIdont

think

Steve

Jobs

is

abornspeaker.

1974 1984 1997 2007


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Ibelieveheimprovedsubstantiallyasaspeakereverytenyears. In1974,SteveJobsand

s r en , eve ozn a wou a en mee ngso e ome rewc u ,acompu er

hobbyistclubinSiliconValley.TogethertheystartedsharingtheirideasandApplewas

soonformed.

1974 1984 1997 2007


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Ten earslater 1984 Jobs aveama nificent resentationwhenhelaunchedthefirst

Mactintosh.ButhisstylewasstiffcomparedtotheSteveJobsoftoday hestoodbehind

alecternandreadfromascript.

1974 1984 1997 2007


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Adecadelater,in1997,JobsreturnedtoAppleafteran11yearabsence.Hewasmore

polishedandmorenaturalthaninpreviousyears.Hebegantocreatemorevisually

engagingslides.

1974 1984 1997 2007


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Tenyearslater,2007,JobstookthestageatMacworldtointroducetheiPhone.Itwas

withoutquestionhisgreatestpresentationtodate fromstarttofinish.Hehitahome

run.Buthewasavastlymorecomfortablepresenterthanhewastwentyyearsearlier.

The

more

he

presents,

the

better

he

gets.


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Wear the Appropriate Costume


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eve o s s ean er. ere erw c angecos umes mes nones ow, o s

hasone

costume

that

he

wears

for

every

presentation

a

black

mock,

blue

jeans

and

runningshoes.

, . ,

revolutionarycomputers,musicplayersandSmartPhones,youraudiencewillgiveyou

permissiontodressanywayyouwant.


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One More Thing


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Have Fun

HAVEFUN!

Mostpresenterslosesightofthefactthataudienceswanttobeinformedand

entertained.AJobspresentationisinfotainment heteacheshisaudiencesomething

new,revealsnewproductsandhasfundoingit.


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Duringatechnical

glitch

at

Macworld

2007,

Jobspausedandtoldafunnystoryabouta

collegebuddies.TheglitchwasfixedandJobs

movedon.Thatscoolconfidence.


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Youre time is limited so dont waste it living someone elseslife. Dont be trapped by dogmawhich is living with the

result of other peoples thinking. Dont let the noise ofothers opinions drown out your own inner voice.


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Stay Hungry. Stay Foolish. Steve Jobs

e

oen

w

ap ece

o

a v ce

a

eve

JobsofferedStanfordgraduatesduringa

commencementspeechin2005.Hewas

talkingaboutthelessonshelearnedafter

doctorsdiscoveredthathehadpancreatic

cancer.Youre

time

is

limited

so

dont

waste

it

livingsomeoneelseslife.Dontbetrappedby

peoplesthinking.Dontletthenoiseofothers

opinionsdrownoutyourowninnervoice.Stay

hungry,stay

foolish.


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