Uncovering Steve Jobs Presentation Secrets.docx
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Uncovering Steve Jobs Presentation Secrets.docx
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UncoveringSteveJobsPresentationSecrets
UncoveringSteveJobs'PresentationSecrets
SteveJobsdoesnotsellcomputers;hesellsanexperience.Thesameholdstrueforhispresentationsthataremeanttoinform,educate,andentertain.AnApplepresentationhasalltheelementsofagreattheatricalproduction—agreatscript,heroesandvillains,stageprops,breathtakingvisuals,andonemomentthatmakesthepriceofadmissionwellworthit.HerearethefiveelementsofeverySteveJobspresentation.IncorporatetheseelementsintoyourownpresentationstosellyourproductorideastheSteveJobsway.
1.Aheadline.SteveJobspositionseveryproductwithaheadlinethatfitswellwithina140-characterTwitterpost.Forexample,JobsdescribedtheMacBookAiras"theworld'sthinnestnotebook."Thatphraseappearedonhispresentationslides,theAppleWebsite,andApple'spressreleasesatthesametime.Whatistheonethingyouwantpeopletoknowaboutyourproduct?
Thisheadlinemustbeconsistentinallofyourmarketingandpresentationmaterial.
2.Avillain.Ineveryclassicstory,theherofightsthevillain.In1984,thevillain,accordingtoApple,wasIBM(IBM).BeforeJobsintroducedthefamous1984televisionadtotheApplesalesteamforthefirsttime,hetoldastoryofhowIBMwasbentondominatingthecomputerindustry."IBMwantsitallandisaimingitsgunsonitslastobstacletoindustrycontrol:
Apple."Today,the"villain"inApple'snarrativeisplayedbyMicrosoft(MSFT).Onecanarguethatthepopular"I'maMac"televisionadsarehero/villainvignettes.Thisideaofconqueringasharedenemyisapowerfulmotivatorandturnscustomersintoevangelists.
3.Asimpleslide.Appleproductsareeasytousebecauseoftheeliminationofclutter.ThesameapproachappliestotheslidesinaSteveJobspresentation.Theyarestrikinglysimple,visual,andyes,devoidofbulletpoints.Picturesaredominant.WhenJobsintroducedtheMacBookAir,nowordscouldreplaceaphotoofahandpullingthenotebookcomputeroutofaninterofficemanilaenvelope.Thinkaboutitthisway—theaveragePowerPointslidehas40words.Insomepresentations,SteveJobshasatotalofsevenwordsin10slides.Andwhyareyouclutteringupyourslideswithtoomanywords?
4.Ademo.Neuroscientistshavediscoveredthatthebraingetsboredeasily.SteveJobsdoesn'tgiveyoutimetoloseinterest.Tenminutesintoapresentationhe'softendemonstratinganewproductorfeatureandhavingfundoingit.WhenheintroducedtheiPhoneatMacworld2007,JobsdemonstratedhowGoogleMaps(GOOG)workedonthedevice.HepulledupalistofStarbucks(SBUX)storesinthelocalareaandsaid,"Let'scallone."Whensomeoneanswered,Jobssaid:
"I'dliketoorder4,000lattestogo,please.No,justkidding."
5.Aholysmokesmoment.EverySteveJobspresentationhasonemomentthatneuroscientistscallan"emotionallychargedevent."Theemotionallychargedeventistheequivalentofamentalpost-itnotethattellsthebrain,Rememberthis!
Forexample,atMacworld2007,JobscouldhaveopenedthepresentationbytellingtheaudiencethatApplewasunveilinganewmobilephonethatalsoplayedmusic,games,andvideo.Insteadhebuiltupthedrama."Today,weareintroducingthreerevolutionaryproducts.ThefirstoneisawidescreeniPodwithtouchcontrols.Thesecondisarevolutionarymobilephone.AndthethirdisabreakthroughInternetcommunicationsdevice…aniPod,aphone,anInternetcommunicator…aniPod,aphone,areyougettingit?
Thesearenotthreedevices.Thisisonedevice!
"Theaudienceeruptedincheersbecauseitwassounexpected,andveryentertaining.Bytheway,theholysmokesmomentonSept.9hadnothingtodowithaproduct.ItwasSteveJobshimselfappearingonstageforthefirsttimeafterundergoingalivertransplant.
Onemorething…selldreams.CharismaticspeakerslikeSteveJobsaredrivenbyanearlymessianiczealtocreatenewexperiences.WhenhelaunchedtheiPodin2001,Jobssaid,"Inourownsmallwaywe'regoingtomaketheworldabetterplace."WheremostpeoplesawtheiPodasamusicplayer,Jobsrecognizeditspotentialasatooltoenrichpeople'slives.Cultivateasenseofmission.Passion,emotion,andenthusiasmaregrosslyunderestimatedingredientsinprofessionalbusinesscommunications,andyet,passionandemotionwillmotivateothers.SteveJobsoncesaidthathisgoalwasnottodietherichestmaninthecemetery.Itwastogotobedatnightthinkingthatheandhisteamhaddonesomethingwonderful.Dosomethingwonderful.Makeyourbrandstandforsomethingmeaningful.
PlaninAnalog
ASteveJobspresentationhasalltheelementsofagreatmovie—heroesandvillains,stunningvisuals,andasupportingcast.And,likeamoviedirector,SteveJobs"storyboards"theplot.BeforeyougodigitalandopenPowerPoint,spendtimebrainstorming,sketching,orwhiteboarding.Remember,you’redeliveringastory.Slidescomplementthestory.
FocusonBenefits
Yourlistenersareaskingthemselvesonequestion:
whyshouldIcare?
SteveJobssellsthebenefitbehindeverynewproductorfeature—andhe’sveryclearaboutit.WhybuyaniPhone3G?
Because"it’stwiceasfastathalftheprice."What’ssogreataboutTimeCapsule?
"Allyourirreplaceablephotos,videos,anddocumentsareautomaticallyprotectedandeasytoretrieveifthey’reeverlost."TheAppleWebsitealsokeepsthefocusonthebenefit,withfeatureslike"10ReasonsWhyYou'llLoveaMac."Nobodycaresaboutyourproductorservice.Theyonlycareabouthowyourproductorservicewillimprovetheirlives.
SellDreams,NotProducts
SteveJobsdoesn’tsellcomputers.Hesellsthepromiseofabetterworld.Trueevangelistsaredrivenbyamessianiczealtocreatenewexperiences.WhenJobsintroducedtheiPodin2001,hesaid,"Inourownsmallway,we’regoingtomaketheworldabetterplace."WheremostpeopleseetheiPodasamusicplayer,Jobspresentsitastooltoenrichpeople’slives.Ofcourse,it’simportanttohavegreatproducts.Butpassion,enthusiasm,andasenseofpurposebeyondtheactualproductwillsetyouandyourcompanyapart.
CreateTwitter-FriendlyHeadlines
Canyoudescribeyourproductorservicein140characters?
SteveJobsoffersaheadline,ordescription,foreveryproductandeachheadlinecaneasilyfitinaTwitterpost.Forexample,whenJobsintroducedtheMacBookAirinJanuary2008,hedescribeditsimply:
"Theworld’sthinnestnotebook."Thatonesentencespeaksvolumes.JobswillfillinthedetailsduringhispresentationandontheAppleWebsite,buthefindsonesentencetopositioneveryproduct.
IntroducetheAntagonist
Inclassicstories,theherofightsthevillain.ThesameholdstrueforaSteveJobspresentation.In1984,thevillainwasIBM(),knownas"BigBlue".BeforeJobsintroducedthefamous1984televisionadtoagroupofApplesalespeople,hecreatedadramaticstoryaroundit."IBMwantsitall,"hesaid.Applewouldbetheonlycompanytostandinitsway.Itwasverydramaticandthecrowdwentcrazy.BrandingexpertMartinLindstrom,saysthatgreatbrandsandreligionshavesomethingincommon:
theideaofvanquishingasharedenemy.Creatingavillainallowstheaudiencetorallyaroundthehero—yourproduct.
DrawaRoadMap
Jobsoutlinesthestory—thenarrative—atthebeginningofeverypresentation.AttheSept.9,2009,musicevent,Jobstoldtheaudiencehewouldbetalkingaboutthreeproducts:
iPhones,iTunes,andiPods.Alongthewayheprovidesverbalguidepostssuchas"iPhones.ThefirstthingIwantedtotalkabouttoday.Now,let’smoveontothesecond,iTunes."Helpyourlistenersfollowthestoryline.
CreateVisualSlides
Appleproductsareeasytousebecausetheyeliminateclutter.It'sadesignphilosophythatappliestoeverySteveJobspresentation.Therearenobulletpointsinhispresentations.InsteadJobsreliesonphotographsandimages.WheretheaveragePowerPointslidehas40words,it'sdifficulttofindsevenwordson10ofJobs'slides.Thetechniqueisbasedontheideathatinformationismoreeffectivelyrecalledwhentextandimagesarecombined.Forexample,whenSteveJobsunveiledtheMacbookAir,Apple'sultra-thinnotebookcomputer,heshowedaslideofthecomputerfittinginsideamanilaenvelope.Thatimagewasworthathousandwords."Simplicityistheultimatesophistication,"Jobsoncesaid.Besophisticated.Keepitsimple.
Obeythe10-MinuteRule
Neuroscientistshavefoundthatthebraingetstiredafter10minutesofanypresentation.Inotherwords,nomatterhowengagingthespeaker,audienceswilltendtotuneoutafterapproximately10minutes.ASteveJobspresentationlastsabout1.5hoursbutevery10to15minutes,hebreaksupthecontentwithvideo,demonstrationsorguestspeakers.Hedoesn'tgivehisaudiencetimetogetbored.
MakeNumbersMeaningful
IneveryApplepresentation,bignumbersareputintocontext.OnSept.9,2009,AppleVice-PresidentPhilSchillersaidthat220millioniPodshadbeensoldtodate.Heplacedthatnumberintocontextbysayingitrepresented73%ofthemarket.Hebrokeitdownevenfurther—andtookajabatthecompetition—bysayingMicrosoft(MSFT)was"pullinguptherear"withits1%marketshare.SchillerlearnedhistechniquefromJobswhoalwaysputslargenumbersintoacontextthat'srelevanttohisaudience.
UseZippyWords
SteveJobsdescribedthespeedofthenewiPhone3Gas"amazinglyzippy."Wheremostbusinesspresentersusewordsthataretootechnical,vague,orconfusing,Jobs'languageisremarkablysimple.Herarely,ifever,willusejargonthatcloudmostpresentationslike"bestofbreed"or"synergy."Hislanguageissimple,clear,and
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