Captivate the audience à la Steve Jobs

Steve Jobs

When it comes to sell technology, nobody does it better than Apple. And in Apple, nobody does it better than Steve Jobs. The CEO is well known by one of the most inspiring speeches, given 2005 to Graduates from Stanford University.

But how does he does it? Carmine Gallo tried to answer this same question in a book he wrote, taking Jobs example to how to do effective presentations. According to Gallo, these are some of the important tips you should remember:

  • Set a Theme: Jobs opening words in Macworld 2008 were “There’s something in the air”. What was he talking about? The Macbook Air superthin notebook. Jobs unveils a single headline that sets the theme: “We’re reinventing the phone”, “there’s something in the air”, etc. What’s your presentation’s theme? Think on how does your idea will impact China, and use that as your headline. Once it’s set, make it consistent and clear during the presentation.
  • Provide the Outline: Always provide with an outline on your presentation (“Today, I want to talk to you about three main issues”), and set up a clear verbal transition between one section to another (“that is the first thing I want to share with you today”). This makes easier for people to follow your story.
  • Demonstrate Enthusiasm: When Jobs presents, you can see that he is passionate about what he talks. He shows this by using words like “cool”, “extraordinary”, “unbelievable” or  ”amazing”, and by using body language: he claps, he cheers, he moves. Do not be stiff, enjoy yourself while talking at TEDxMFZU.
  • Sell an Experience: When you’re presenting at a TEDx event, chances are that you’re about to face one of the most diverse and interdisciplinary audiences ever. So numbers, formulas, and technical stuff won’t really impress as much as you wish. Try to put them in context. Make them meaningful. For example, if you say that your idea will reduce pollution by a 10%, what does it mean? Try to show us in a map how much less that would be, or how many kids will be saved from respiratory illnesses, etc.
  • Make it Visual: When you see a Jobs slideshow, you can recognize it very easily. They are not your classical  bulletpoint-filled Powerpoint. No, they usually are an image in a gradient background, that’s it. The idea is to short on bulletpoints and big on visuals.
  • Give ‘em a Show: Plan it as if it was a show, not a presentation. Include demonstrations, guests and videoclips. What’s the climax or memorable moment of your talk? Identify it and build up to it.
  • Rehearse, Rehearse, Rehearse: Paraphrasing Winston Churchill, “I’ve been practicing  all morning the phrases I’m improvising tonight”.

You can see these ideas deeper in the following video:

Also, you can check a slideshow that explains these and other ideas here:

[Lifehacker]

[Digital Inspiration]

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