Steve Jobs

The Presentation Secrets of

Steve Jobs
Carmine Gallo
Columnist, BusinessWeek.com

Table of Contents
10 Ways to Sell Your Ideas the Steve Jobs Way! ............................................................................................................................ 1 Plan in Analog.......................................................................................................................................................................................... 2 Create a Twitter-Friendly Description .............................................................................................................................................. 3 Introduce the Antagonist...................................................................................................................................................................... 4 Focus on the Benefits ............................................................................................................................................................................ 5 Stick to the Rule of Three.................................................................................................................................................................... 6 Sell Dreams, Not Products................................................................................................................................................................... 7 Create Visual Slides................................................................................................................................................................................ 7 Make Numbers Meaningful ................................................................................................................................................................... 8 Use Zippy Words................................................................................................................................................................................... 8 Reveal a “Holy Smokes” Moment ....................................................................................................................................................... 9 One More Thing: Practice, aLot......................................................................................................................................................... 10 About Carmine Gallo............................................................................................................................................................................. 11

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10 Ways to Sell Your Ideas the Steve Jobs Way!
In The Presentation Secrets of Steve Jobs: How to be Insanely Great in Front of Any Audience, communications coach and BusinessWeek.comcolumnist Carmine Gallo reveals the techniques that have turned the Apple CEO into one of the world’s most extraordinary corporate storytellers. For more than three decades, Jobs has transformed product launches into an art form. Whether you’re a CEO, manager, entrepreneur, small business owner, or sales or marketing professional, Steve Jobs has something to teach you. Above all, a Steve Jobspresentation is intended to do three things: inform, educate and entertain. Here are ten steps to accomplishing them.

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Plan in Analog
Steve Jobs made his mark in the digital world of bits and bytes, but he plans presentations in the old world of pen and paper. A Steve Jobs presentation has all the elements of a great movie—heroes and villains, stunning visuals and a supporting cast. And, like amovie director, Steve Jobs “storyboards” the plot. Before you go digital and open PowerPoint, spend time brainstorming, sketching or whiteboarding in the early stages. Remember, you’re delivering a story, the narrative. Slides complement the story. Neuroscientists have found the brain gets bored easily. Steve Jobs doesn’t give his audience time to get distracted. His presentations include...