Read Online Steve Jobs by Presentation Secrets - Free Book Online
Authors: Presentation Secrets
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23
Those ads touched Jobs deeply because they reflected every-
thing that pushed Jobs to innovate, excel, and succeed. He saw
himself in the faces of those famous people who advanced the
human race and changed the world.
As a journalist, I learned that everyone has a story to tell. I
realize we are not all creating computers that will change the
way people live, work, play, and learn. Notwithstanding, the
fact is that most of us are selling a product or working on a proj-
ect that has some benefit to the lives of our customers. Whether
you work in agriculture, automobiles, technology, finance, or
any number of other industries, you have a magnificent story
to tell. Dig deep to identify that which you are most passionate
about. ‘Once you do, share that enthusiasm with your listeners.
People want to be moved and inspired, and they want to believe
in something. Make them believe in you.
“There’s an old Wayne Gretzky quote that I love,” Steve Jobs
once said: “ ‘I skate to where the puck is going to be, not where it
38 CREATE THE STORY
has been.’ We’ve always tried to do that at Apple. Since the very,
very beginning. And we always will. ”24
D IR EC TO R ’ S N OT E S
Dig deep to identify your true passion. Ask yourself,
“What am I really selling?” Here’s a hint: it’s not the
widget, but what the widget can do to improve the lives
of your customers. What you’re selling is the dream of a
better life. Once you identify your true passion, share it
with gusto.
Develop a personal “passion statement.” In one sen-
tence, tell your prospects why you are genuinely excited
about working with them. Your passion statement will
be remembered long after your company’s mission
statement is forgotten.
If you want to be an inspiring speaker but you are not
doing what you love, consider a change. After interview-
ing thousands of successful leaders, I can tell you that,
while it’s possible to be financially successful in a job
you hate, you will never be considered an inspiring com-
municator. Passion—a messianic zeal to make the world
a better place—makes all the difference.
SCE
SCENNEE 4
4
Create Twitter-Like
Headlines
Today Apple reinvents the phone!
STEVE JOBS, MACWORLD 2007
“Welcome to Macworld 2008. There is something
clearly in the air today. ”1 With that opening line, Steve Jobs set the theme for what would
ultimately be the big announcement of his
keynote presentation—the introduction of an ultrathin note-
book computer. No other portable computer could compare to
this three-pound, 0.16-inch-thin “dreambook,” as some observ-
ers called it. Steve Jobs knew that everyone would be searching
for just the right words to describe it, so he did it for them:
“MacBook Air. The world’s thinnest notebook.”
The MacBook Air is Apple’s ultrathin notebook computer.
The best way to describe it is as, well, the world’s thinnest note-
book. Search for “world’s thinnest notebook” on Google, and the
search engine will return about thirty thousand citations, most
of which were written after the announcement. Jobs takes the
guesswork out of a new product by creating a one-line descrip-
tion or headline that best reflects the product. The headlines
work so well that the media will often run with them word for
word. You see, reporters (and your audience) are looking for a
category in which to place your product and a way of describing
the product in one sentence. Take the work out of it and write
the headline yourself.
39
40 CREATE THE STORY
140 Characters or Less
Jobs creates headlines that are specific, are memorable, and, best
of all, can fit in a Twitter post. Twitter is a fast-growing social
networking site that could best be described as your life between
e-mail and blogs. Millions of users “tweet” about the daily hap-
penings in their lives and can choose to follow the happenings
of others.
Those ads touched Jobs deeply because they reflected every-
thing that pushed Jobs to innovate, excel, and succeed. He saw
himself in the faces of those famous people who advanced the
human race and changed the world.
As a journalist, I learned that everyone has a story to tell. I
realize we are not all creating computers that will change the
way people live, work, play, and learn. Notwithstanding, the
fact is that most of us are selling a product or working on a proj-
ect that has some benefit to the lives of our customers. Whether
you work in agriculture, automobiles, technology, finance, or
any number of other industries, you have a magnificent story
to tell. Dig deep to identify that which you are most passionate
about. ‘Once you do, share that enthusiasm with your listeners.
People want to be moved and inspired, and they want to believe
in something. Make them believe in you.
“There’s an old Wayne Gretzky quote that I love,” Steve Jobs
once said: “ ‘I skate to where the puck is going to be, not where it
38 CREATE THE STORY
has been.’ We’ve always tried to do that at Apple. Since the very,
very beginning. And we always will. ”24
D IR EC TO R ’ S N OT E S
Dig deep to identify your true passion. Ask yourself,
“What am I really selling?” Here’s a hint: it’s not the
widget, but what the widget can do to improve the lives
of your customers. What you’re selling is the dream of a
better life. Once you identify your true passion, share it
with gusto.
Develop a personal “passion statement.” In one sen-
tence, tell your prospects why you are genuinely excited
about working with them. Your passion statement will
be remembered long after your company’s mission
statement is forgotten.
If you want to be an inspiring speaker but you are not
doing what you love, consider a change. After interview-
ing thousands of successful leaders, I can tell you that,
while it’s possible to be financially successful in a job
you hate, you will never be considered an inspiring com-
municator. Passion—a messianic zeal to make the world
a better place—makes all the difference.
SCE
SCENNEE 4
4
Create Twitter-Like
Headlines
Today Apple reinvents the phone!
STEVE JOBS, MACWORLD 2007
“Welcome to Macworld 2008. There is something
clearly in the air today. ”1 With that opening line, Steve Jobs set the theme for what would
ultimately be the big announcement of his
keynote presentation—the introduction of an ultrathin note-
book computer. No other portable computer could compare to
this three-pound, 0.16-inch-thin “dreambook,” as some observ-
ers called it. Steve Jobs knew that everyone would be searching
for just the right words to describe it, so he did it for them:
“MacBook Air. The world’s thinnest notebook.”
The MacBook Air is Apple’s ultrathin notebook computer.
The best way to describe it is as, well, the world’s thinnest note-
book. Search for “world’s thinnest notebook” on Google, and the
search engine will return about thirty thousand citations, most
of which were written after the announcement. Jobs takes the
guesswork out of a new product by creating a one-line descrip-
tion or headline that best reflects the product. The headlines
work so well that the media will often run with them word for
word. You see, reporters (and your audience) are looking for a
category in which to place your product and a way of describing
the product in one sentence. Take the work out of it and write
the headline yourself.
39
40 CREATE THE STORY
140 Characters or Less
Jobs creates headlines that are specific, are memorable, and, best
of all, can fit in a Twitter post. Twitter is a fast-growing social
networking site that could best be described as your life between
e-mail and blogs. Millions of users “tweet” about the daily hap-
penings in their lives and can choose to follow the happenings
of others.
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