Presentation Secrets Of Steve Jobs ( PDFDrive )

232 NOTES

4. YouTube, “Apple Bloopers,” YouTube, youtube.com/watch?v=
AnVUvW42CUA (accessed January 30, 2009).

5. Apple, “Macworld 2008 Keynote Address,” Apple, apple.com/quicktime/
qtv/mwsf08 (accessed January 30, 2009).

6. Ibid.
7. YouTube, “Apple Keynote Bloopers!!” YouTube, youtube.com/watch?v=

KsKKQNZG3rE&feature=related (accessed January 30, 2009).
8. Apple, “WWDC 2008 Keynote Address,” Apple, apple.com/quicktime/qtv/

wwdc08 (accessed January 30, 2009).
9. YouTube, “Apple Announces iTunes for Windows,” YouTube, October 16,

2003, youtube.com/watch?v=-YtR-DKDKiI (accessed January 30, 2009).
10. Nick Mediati, “Jobs Has Been an Extraordinary Spokesman,” PC World,

January 14, 2009, pcworld.com/article/157114/jobs_has_been_an
_extraordinary_spokesman.html (accessed January 30, 2009).
11. Bob Dylan, “Mr. Tambourine Man,” Bringing It All Back Home, Sony, 1965.

Encore: One More Thing
1. Stanford University, “ ‘You’ve Got to Find What You Love,’ Jobs Says,”
Stanford Report, June 14, 2005, Steve Jobs commencement address,
delivered on June 12, 2005, http://news-service.stanford.edu/news/2005/
june15/jobs-061505.html (accessed January 30, 2009).

II NN DD EE XX

Advertising, 36–37, 78–79 Arden, Paul, 103
app ads, 80 Aristotle, 13
hero-villain, 63–64 Audience
iPod, 83–84 (See also iPod)
iTunes, 83–84 (See also iTunes) giving credit to, 134
selling an experience, 80–82 participation, 142
simplicity, 90 rapport, 134, 199
ten-minute rule, 83–84
Altair, 30 Auditory learners, 147
Amelio, Gil, 13, 167
Analog, 3–14 badpitch.blogspot.com, 123
Analogies, 108–12, 122–25 Baig, Ed, 54, 133
Anaphora, 217 Ballmer, Steve, x, 45, 55–57
Angelou, Maya, 151 Barton, John, 109
Antagonists, 63–73 Bashford, Wilkes, 196
Berns, Gregory, 124
big picture, 68–69 Bishop, Todd, 114
religious dimension, 68 Black Hawk Down, 196
storytelling tool, 71–73 Body language, 168–69, 170–73, 187
AOL, 212
App Store, 80 eye contact, 170–71, 186–87
Apple Computers, 76, 102 gestures, 168–69, 172–73
comprehensible technology, 87 posture, 171–72
employees, 133–34 Bourne, Scott, 169
market share, 106 Brain, 83. See also Cognitive
mission of, 68
rumors, 145 functioning
without Jobs, 213 Post-it notes, 154
Worldwide Developers Conference, variety and, 129
Brain Rules (Medina), 68–69
113 (See also WWDC Brands, 68
[Worldwide Developers Branson, Richard, x, 212
Conference]) Brin, Sergey, 45
Apple TV, 83–84, 157 Brokaw, Tom, 190
Apple II, 76 Bucket method, 190–93

233

234 INDEX

Buckingham, Marcus, 32–33 DuPont, 56
Built to Last: Successful Habits of Dylan, Bob, 213

Visionary Companies (Collins and EDGE, 106, 139, 140
Porras), 30 Einstein, Albert, 102
Bullet points, 4–5, 89. See also Employees, crediting, 133–34
PowerPoint Energy, 187–88
note taking, 89 Environmental issues, 71–73, 102,
BusinessWeek, 179
Buyology (Lindstrom), 68 110 –11
Buzzwords, 22–24, 117–18, 123 Ericsson, K. Anders, 181
Evangelist, Mike, 180
Case studies, 132 Eversmann, Matt, 196
CD players, 77 Experience, delivering, 85–104
Chambers, John, xvi, 148, 175
Charan, Ram, 56 channeling inner Zen, 87–104
Charisma, 34. See also Jobs, Steve “holy shit” moments, 151–60
partners on stage, 127–35
definition, xi props, 137–49
Churchill, Winston, 182 statistics, 105–12
Cisco Systems, 20, 148 zippy words, 113–25
ClimateCrisis.org, 111 Eye contact, 170–71, 186–87
Clinton, Hillary, 190
Clow, Lee, 34 Feedback, 189
Clutter elimination, 89–90 Fleiss, Kevin, 70–71
CNBC, 67–68 Fortt, Jon, x
Cognitive functioning, 83, 88, 92 Fortune magazine, 113
Coherence principle, 94–95 Fun demonstrations, 141–44, 207–13
Collins, Jim, 30
Comfort zones, 188 bloopers, 208–11
Consumer Electronics Show, 55, 185 infotainment, 211–13
Contiguity principle, 94 3G, 140
Costume, 195–97
Cranium, 124–25 GarageBand, 42, 145–46
Customers. See also Audience Gardner, Chris, 29–30
Gates, Bill, 31–32, 45, 128
concerns
question that matters, 15–25 language complexity, 114–17
scenarios, 18–19 Gestures, 168–69, 172–73
selling the benefit, 20–21 Gianopulos, Jim, 130–31
Gladwell, Malcolm, 30–31, 179,
giving credit to, 134
testimonials, 132 182–83
Godin, Seth, 89
Da Vinci, Leonardo, 87, 103 Goldman, Jim, 67–68
Deliberative practice, 181–82 Golf, 52
DEMO, 70–71 Goodell, Jeff, 106
Demonstrations, 138–40, 138–44. See Google, 45, 69
Google Maps, 141
also Presentations Gore, Al, xi, 71–73, 111
Design, 35–36 Gretzky, Wayne, 37
Grubb, Jim, 148
mobile computers, 129–30 Guardian, 180
presentation design, xiii, 3 Guest speakers. See Partners on stage
slide design, 59–60, 88–89, 88–92,
Harris, Scott, 110
10 0 –101 Headlines, twitter-like, 39–47, 161, 218
Deutsch, Donny, xiv
Deutschman, Alan, xvi, 28, 37 GarageBand, 42
Diet, 111–12 iMac, 42–43
Drucker, Peter, xiii iPhone, 41–42
Duarte, Nancy, xi, 3, 97

INDEX 235

iPod, 43–44 generational considerations,
MacBook Air, 39–40 30 –31
Hero, 75–86
mission, 76–78 health issues, x, 211, 212, 215
Hodgman, John, 78–79 keynote presentations, x, xii, 64–67,
Hofmann, Hans, 90
Holliday, Chad, 56 90–91, 93, 96–97, 131, 137,
“Holy shit” moments, 151–60, 163 144–45, 157–59, 180–81
bombshells, 155–57 language complexity, 114–17
memorable stories, 156 motivation, 30, 33
one theme, 154–55 quotations, 15, 27, 28, 29, 30, 31, 32,
revolutionary products, 157–60 34, 35–36, 39, 46, 49, 63, 81,
Hyperbole, 122 105, 113, 121, 195, 199, 215
Stanford University commencement
IBM, 64, 75–76, 109–10 speech, 215–18
IBM-Motorola PowerPC, 146 Jukebox player, 77–78
IDG World Expo, ix
iDVD, 180 Kahney, Leander, 13, 28, 90, 137
iLife suite, 145 Kanso, 89
iMac, 15, 42–43, 181, 199 Kawasaki, Guy, 24, 138–40
iMac G5, xiv Kelleher, Herb, 5
Improvisation, 199–206 Kennedy, John F., 58
Inconvenient Truth, An, xi, 71–73 Kessler, Michelle, 54
Inside Steve’s Brain (Kahney), 13, 90 Keynote software, 12, 44–47, 89, 204
Inspiration, xvi Kinesthetic learners, 147
Intel processor, 16–17, 54, 81, 127–28, Kinesthetics, 137–38
King, Rollin, 5
146–48, 199, 201 Kissinger, Henry, 193
Internet Explorer, 69 Krantz, Michael, 181
Introductions, 17, 20
iPhone, 41–42, 49–51, 53, 64–67, 106, Langberg, Mike, 78
Language issues
113, 140–41, 149, 157–60, 184,
205 analogies, 108–12, 122–25
data transfers, 106 concrete language, 118, 121
market share, 107–8 emotional language, 118, 121
3G, 98–99, 106, 113 filler words, 187, 189
iPod, xiv, 34, 43–44, 49–51, 53, 77, jargon, 113, 117–20, 122
105, 155 language complexity, 114–17
advertising, 83–84 plain English, 102–4, 114–17
simplicity, 87 simplicity, 118–20, 121
slogan, 105 speaking style, 173–76
storage, 107 vocal delivery, 187
iTunes, xv, 53, 212 zippy words, 113–25
advertising, 83–84 Leadership, 33, 176–77, 192–93
films, 130–31 simplicity, 94
Ive, Jony, 87, 129–30 Leadership in the Era of Economic

Jargon, 113, 117–20, 122 Uncertainty (Charan), 56
Jobs, Steve, 37–38, 199. See also Specific Learners, types of, 147
Leopard, 57, 131–33, 144
topics “Let’s Rock” presentation, 93, 96–97
bloopers, 208–11 Lindstrom, Martin, 68
body language, 168–69, 170–73 Long, Justin, 78–79
CEO announcement, 155–57 Lyons, Daniel, x
charisma, xi, 34, 167
dressing style of, 195–97 Mac OS 9, 207–8
explaining statistics, 105–9 Mac OS X, 207–8. See also OS X

operating system

236 INDEX

MacBook Air, 31, 39–40, 98–100, Obama, Barack, 58–59, 177
151–52, 199 Odyssey (Sculley), 27
Off-the-cuff remarks, 188–93
MacBook laptops, 129–30 Online meetings, 144
MacBook Pro, 80 Orman, Suze, xvi, 119
MacBooks, 12 OS X operating system, 113, 131–33,

aluminum frame, 129–30, 144, 146–48, 207–8
137–38 Osteen, Joel, 204
Otellini, Paul, 127–28, 132
Macintosh, 50–53, 153–54 Outliers (Gladwell), 30, 182
advertising, 63–64, 78–79
Page, Larry, 45
Macintosh Way, The (Kawasaki), Partners on stage, 127–35, 142–43,
138–40
162
Macworld Expo, ix, x, 57, 83, 90–91, Gates, Bill, 128
107, 127, 134, 140–41, 157–60, Gianopulos, Jim, 130–31
161, 167, 180, 184, 199, 205 Ive, Jony, 129–30
Mayer, John, 146
Macworld magazine, 196 Otellini, Paul, 127–28
Madonna, 10 teenagers, 146
Maps, 205 Wyle, Noah, 134–35
Marketing, 40 Passion, 32–34, 35
PC magazine, 133
case studies, 132 PC World, 213
product launch, 152–54, 179 Persuasive argument, 13
selling an experience, 80–82 Petaflop, 109–10
as theater, 3 Phelps, Michael, 193–94
Markoff, John, 31 Photo Booth, 143–44
Marsalis, Wynton, xv Photography, 97–100, 143–44
Mayer, John, 146 Picture superiority effect (PSE),
Mayer, Marissa, 179
Mayer, Richard, 92–95 97–98
McNeill, David, 172 Pirates of Silicon Valley, 134–35
Media, 131–33, 137 Pitches, 123
Medina, John, 68–69, 83, 91, 154 Pixar, 156–57
Mehrabian, Albert, 176–77 Pogue, David, 123, 133
Mendelson, Ed, 133 Porras, Jerry, 30
Microsoft Internet Explorer, 128 Posture, 171–72
Microsoft Office, 129 Pour Your Heart into It (Schultz), 35
Miller, George, 51 Powell, Lauren, 89
Mission, 68, 76–78. See also Purpose PowerPoint, 89
statements, 118
Montemagno, Marco, 142–43 bullet points, 4–5, 89
Mossberg, Walt, 8–9, 32, 133 Presentation design, xiii
MP3 CD player, 77
Multimedia presentation principle, on paper, 3
Presentation Zen (Reynolds), 3
92–97 Presentations. See also Refine and
Music, 77, 212. See also iPod; iTunes
rehearse
Napkin test, 5 compared to plays, xiv–xv
National Oceanic and Atmospheric as experience, 85–104
importance of, xi
Administration (NOAA), 111 “one more thing,” 215–18
Netscape, 69 preparation time, 3–4
Networks, 142–43 recordings, 189–90
New York Times, 109, 133, 155 techniques, xiii
NeXt, 195, 196 ten-minute rule, 83–84
Note taking, 89 time limits, 70–71

notes as cue cards, 199
using notes, 204–6
Numbers. See Statistics

INDEX 237

Press releases, 22–24 Simplicity, 87–88
Problem articulation, 70–71, 80. See advertising, 90
Buddhism, 89
also Antagonists demonstrations, 139
Props, 137–49, 162 language, 118–20
leadership, 94
demonstrations, 138–44 slide design, 88–89
focusing, 144–46
kinesthetics, 137–38 “Simpsons, The,” 195
surprise element, 146–49 Singh, Vijay, 193
Public relations pitches, 123 6 GB hard-drive player, 78
Purpose, 27–38, 68 Slide:ology, xi
Pursuit of Happyness, The, 29 Slides, 140, 162–63

Ray, Rachael, 188 cluttered, 100–101
Red Hot Chili Peppers, 149 coherence principle, 94–95
Refine and rehearse, 165–66 contiguity principle, 94
design, 59–60, 88–92, 100–101
bucket method, 190–93 multimedia presentation principle,
case study, 185
deliberative practice, 181–82 92–94
effortlessness, 179–94 number of words, 91
feedback, 189 one theme per slide, 200–201
off-the-cuff remarks, 188–93 perfecting, 182
recordings, 189–90 pictures, 97–100
stage fright, 193–94 prompts, 203
stage presence, 167–78 resources, 104
tap-the-glass technique, simplicity, 59–60, 88–92,

189–90 10 0 –101
ten-thousand-hours theory, split-attention principle, 94
white space, 97
182–84 Smith, Will, 29
videos, 185–87 Solomon, Susan, 111
Reynolds, Garr, 3, 89 Sorenson, Ted, 58
Road map, 49–62, 161–62 Southwest Airlines, 5
as agenda, 57–60 Speaking style, 173–76
rule of three, 51–62 conversational, 199
Roadrunner, 109–10 inflection, 174
Robbins, Tony, 188 pauses, 174–76
Rolling Stone, 34, 106 rate, 176
Rule of three, 50, 51–57, 216 tap-the-glass technique,
application, 60–62
189–90
Safari, 69, 144–45 volume, 176
San Jose Mercury, 110 Speechwriting, 58–59
SanDisk, 108–9 Spielberg, Steven, 159–60
Schiller, Phil, x, 149, 161–63 Split-attention principle, 94
Schultz, Howard, xvi, 35 Stage fright, 193–94
Scott, Ridley, 63–64 Stage presence, 167–78
Scripts, 199–206 Stanford University commencement

key words, 202 speech, 215–18
preparing, 202–4 Starbucks, 141, 143, 205
Sculley, John, 3, 27–28, 33 Statistics, 105–12, 162
Seattle Post Intelligencer, 114
Second Coming of Steve Jobs analogies and, 108–12
contextual, 107–12
(Deutschman), xvi, 37, 182 relevant, 107–12
Sigman, Stan, 167–70 specificity, 107–12
Silent Messages (Mehrabian), 176 Stein, Ben, 178
Simon, William, 89 “Stevenotes,” x

238 INDEX

Story creation, 1–14. See also U.S. government bailout,
Experience, delivering 110

analog, 3–14 USA Today, 54, 95, 133
analogies, 7–9 (See also Analogies) UsingEnglish.com, 114
antagonists, 63–73
customer evidence, 10 Vais, Paul, 182
demonstrations, 9 Valvano, Jimmy, 61
emotional stories, 156 (See also Van Der Veer, Jeroen, 94
Vance, Ashlee, 20
Language issues) Video rehearsals, 185–87
endorsements, 10 Virtualization, 20
flip charts, 12–13 Vision, xvi–xvii, 68. See also
headlines, 6–7, 39–47
hero, 75–86 Purpose
key messages, 7 Visual learners, 147
metaphors, 7–9 Visual thinking, 13
narrative, 4–5
partners, 10 (See also Partners on Walker, Diana, 90
Wall Street Journal, 133
stage) Washington Monument, 205
passion statement, 7 Webcam, 81
props, 12–13 Weber, Max, xi
purpose, 27–38 Welch, Jack, x, 120
road map, 49–62 White space, 97
scenes, 1–2 Windows 7, 54
scripting, 6, 12–13 Winfrey, Oprah, 33
show-and-tell, 12–13 Wozniak, Steve, xvi, 208–9, 212
video clips, 10–12 Wu, Shaw, 213
Swisher, Kara, 32 WWDC (Worldwide Developers

Tait, Richard, 5, 124–25 Conference), 53, 98–100, 113,
TechCrunch 50, 70–71 140, 144, 146, 211
Ten-minute rule, 83–84 Wyle, Noah, 134–35
Tesler, Larry, 36
“Think Different” ad campaign, Young, Jeffrey, 89
YouTube, x, 132, 142
36 –37
Time magazine, 181 commencement speeches,
Titles, business, 124–25 215–18
TravelMuse, 70–71
Tribble, Bud, 28 Zen Buddhism, 89
Triumph of the Nerds, 30 Zen, inner, 87–104
Trump, Donald, 32 Zimmer, George, 196
Twitter. See Headlines, twitter-like Zippy words, 113–25