The Presentation Secrets of Steve Jobs: How to Be Insanely Great in Front of Any Audience.

Gallo, C. (2010) The Presentation Secrets of Steve Jobs: How to Be Insanely Great in Front of Any Audience. NY: McGraw Hill

The content of this book is organised like a movie with acts and scenes. It is divided into three sections namely Act 1: Create the Story; Act 2: Deliver the Experience and; Act 3: Refine and Rehearse; with respectively relevant scenes.

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.

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.

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.

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.”

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.

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.

SCENE 8: “Channel Their Inner Zen.”

Simplification is a key feature in all of Apple’s designs. Jobs applies the same approach to the way he creates his slides. Every slide is simple, visual, and engaging.

SCENE 9: “Dress Up Your Numbers.”

Data is meaningless without context. Jobs makes statistics come alive and, most important, discusses numbers in a context that is relevant to his audience.

SCENE 10: “Use ‘Amazingly Zippy’ Words.”

The “mere mortals” who experience an “unbelievable” Steve Jobs presentation find it “cool,” “amazing,” and “awesome.” These are just some of the zippy words Jobs uses frequently. Find out why Jobs uses the words he does and why they work.

SCENE 11: “Share the Stage.”

Apple is a rare company whose fortunes are closely tied to its cofounder. Despite the fact that

Apple has a deep bench of brilliant leaders many observers say Apple is a one-man show. Perhaps. But Jobs treats presentations as a symphony.

SCENE 12: “Stage Your Presentation with Props.”

Demonstrations play a very important supporting role in every Jobs presentation. Learn how to deliver demos with pizzazz.

SCENE 13: “Reveal a ‘Holy Shit’ Moment.”

From his earliest presentations, Jobs had a flair for the dramatic. Just when you think you have seen all there is to see or heard all there is to hear, Jobs springs a surprise. The moment is planned and scripted for maximum impact.

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.

SCENE 14: “Master Stage Presence.”

How you say something is as important as what you say, if not more so. Body language and verbal delivery account for 63 to 90 percent of the impression you leave on your audience, depending upon which study you cite. Steve Jobs’s delivery matches the power of his words.

SCENE 15: “Make It Look Effortless.”

Few speakers rehearse more than Steve Jobs. His preparation time is legendary among the people closest to him. Researchers have discovered exactly how many hours of practice it takes to achieve mastery in a given skill. In this chapter, you’ll learn how Jobs confirms these theories and how you can apply them to improve your own presentation skills.

SCENE 16: “Wear the Appropriate Costume.”

Jobs has the easiest wardrobe selection in the world: it’s the same for all of his presentations. His attire is so well known that even “Saturday Night Live” and “30 Rock” poked some good natured fun at him. Learn why it’s OK for Jobs to dress the way he does but it could mean career suicide if you follow his lead.

SCENE 17: “Toss the Script.”

Jobs talks to the audience, not to his slides. He makes strong eye contact because he has practiced effectively. This chapter will teach you how to practice the right way so you, too, can toss the script.

SCENE 18: “Have Fun.”

Despite the extensive preparation that goes into a Steve Jobs presentation, things don’t always go according to plan. Nothing rattles Jobs, because his first goal is to have fun!