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Anyone who has watched the Steve Jobs keynote will tell you he is one of the
most extraordinary speakers in corporate America.
While most presenters simply convey information, Jobs inspires.
I'm Carmine Gallo and today I will walk you through several key techniques that
Steve Jobs uses to electrify his audience.
The elements you can adopt to your very next presentation.
Jobs: Welcome to the Mac World 2008.
We've got some great stuff for you. There is clearly "something in the air" today.
With those words, Jobs opened Mac World 2008,
setting the theme for his presentation and hinting at the major announcement of the day:
the launch of the ultra-thin MacBook Air. Whether it's a new notebook or
the iPhone, Jobs unveils a single headline that sets the theme.
Jobs: Today, Apple is going to reinvent the phone.
Once you identify a theme, make sure it's clear and consistent throughout the presentation.
Think of a staff meeting as a presentation.
So let's say you're a sales manager, introducing a new software tool to help your team generates track
and shares sales leads.
You might kick off your meeting this way:
Good morning. Thanks for coming. I know you will be really excited about this.
Today we make it easier for you to make your quota.
That's the headline: "easier to make quota"
It's memorable and it sets direction for the rest of your meeting.
It gives your audience a reason to listen.
Jobs: So, I've got four things I'd like to talk about with you today.
So, let's get started. Steve Jobs always provides an outline for his presentation
and then verbally opens and closes each section
with a clear transition in between. Here is an example.
Jobs: And that's Time Capsule.
A perfect companion of our lab work
and that's the first thing I want to share with you this morning.
The point is make it easy for your listeners to follow your story.
Your outline will serve as guidepost along the way.
You also notice that during his presentations, Jobs uses words like
extraordinary, amazing and cool.
He is passionate, enthusiastic, and it shows.
Incredible, unbelievable, amazing,
awesome, extraordinary year for Apple.
You know your audiences want to be wowed,
not put to sleep.
Too many people fall into this presentation mode.
It's stiff. It's formal. It lacks of zest.
We, your listeners, are giving you permission to have fun
and to be excited about your company, your products or your service.
If you're not passionate about it,
we're not going to be.
Remember
Jobs isn't selling hardware, he is selling an experience.
If you offer numbers and statistics,
make them meaningful.
Jobs: We've sold
4 million iPhones to date.
Divide 4 millions by 200 days, that's twenty thousand iPhones everyday on average.
Numbers don't mean much unless they're placed in context.
Managers, connect the dots for your listeners.
Recently I work with a company that launched with 12 gigabit memory card.
Twelve gigabits!!!
That number doesn't mean much to most people. So we put it in a context.
We say that's enough memory to listen to your music while traveling to the moon and back.
Now, 12 gigs mean something to me.
Make numbers meaningful.
One of the most effective elements in the Steve Jobs presentations is that they are easy on the eyes.
His presentations are visual and simple.
While most speakers filled their slides for mind-numbing data, text and charts
Jobs does just the opposite. He uses very little text
and usually one
or maybe two images per slide.
You see you want to paint a picture for your audience without overwhelming them.
Inspiring presentations are short on bullet points and big on visuals.
If you really want your presentation to pop,
treat it like a show. When adding flows, themes and transitions
Jobs includes video clips, demonstrations and guest. He also has a knack for dramatic flare.
That's very effective.
For example, when introducing the MacBook air, Jobs drew cheers by opening
a Manila inter-office envelop and holding the laptop out
for everyone to see.
Jobs: This is the
new MacBook air.
You can get a feel for how thin it is.
What is the one memorable moment of your presentation?
Identify it ahead of time and build up to it.
Steve Jobs: It will help a friend who has more work today.
And finally rehearse, rehearse and rehearse some more.
Steve Jobs: Let me show you
how easy that is now.
Steve Jobs makes it look easy because he spends hours rehearsing.
You can't not pull off an integrated presentation with video clips and demonstrations
and outside speakers without practice.
The result, the presentation that is perfectly synchronized and looks,
yes, effortless.
Now, the average business person does not have the resources to create
a Steve Jobs extravaganza
but you do have time to rehearse.
The greatest presenters do it and so should you.
Oh, and one more thing.
At the end of the most presentations, Jobs adds to the drama by saying "and one more thing."
Jobs: And one last thing.
You can add a new product or feature sometime
just introduces a band.
It's not only heighten the excitement and also leaves your audience feeling
they've been given an added bonus
The point is Steve Jobs approaches each presentation as an event.
A production with a strong opening,
product demonstrations in the middle, and a strong conclusion
and yes, even an encore "that one more thing".
I wish you a dazzling presentation.
For more information,
go to BNET.com
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スティーブ・ジョブズに学ぶプレゼン術 (Present Like Steve Jobs)

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Vita 2014 年 7 月 9 日 に公開

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