ORAL PRESENTATION

Prof. Dr. DUONG Nguyen Vu

Steve Jobs

Steve Jobs Secrets

Observation 1

1. Plan the Talk

A Steve Jobs presentation has all the elements of a
great movieheroes and villains, stunning visuals,
and a supporting cast. And, like a movie director,
Steve Jobs "storyboards" the plot.

Before you go digital and open PowerPoint, spend

time brainstorming, sketching, or white-boarding.
Remember, youre delivering a story. Slides
complement the story.

Observation 2

2. FOCUS ON BENEFITS
Steve Jobs sells the benefit behind every new product or
featureand hes very clear about it:
Why buy an iPhone 3GS? Because "its twice as fast at half the
price.

Whats so great about Time Capsule? "All your irreplaceable

photos, videos, and documents are automatically protected
and easy to retrieve if theyre ever lost."
Your listeners are asking themselves one question: why should
I care? Nobody cares about your product or service. They only
care about how your product or service will improve their lives.

Observation 3

3. Sell Dreams, Not Products

Steve Jobs doesnt sell computers. He sells the promise of a
better world.
When Jobs introduced the iPod in 2001, he said, "In our own
small way, were going to make the world a better place."
Where most people see the iPod as a music player, Jobs
presents it as tool to enrich peoples lives.
Of course, its important to have great products. But passion,
enthusiasm, and a sense of purpose beyond the actual
product will make the difference.

Observation 4

4. Create Friendly headlines

Steve Jobs offers a headline, or description, for every
product and each headline can easily fit in a Twitter post.
For example, when Jobs introduced the MacBook Air in
January 2008, he described it simply: "The worlds thinnest
notebook." That one sentence speaks volumes. Jobs will fill
in the details during his presentation and on the Apple Web
site, but he finds one sentence to position every product.
Can you describe your product or service or problem in 140
characters?

Observation 5

5. Draw a Roadmap
Jobs outlines the storythe narrativeat the beginning
of every presentation.
At the Sept. 9, 2009, music event, Jobs told the audience
he would be talking about three products: iPhones,
iTunes, and iPods. Along the way he provides verbal
guideposts such as "iPhones. The first thing I wanted to
talk about today. Now, lets move on to the second,
iTunes."
Help your listeners follow the storyline.

Observation 6

6. Create Visual Slides

There are no bullet points in Jobs presentations. Instead he
relies on photographs and images. Where the average
PowerPoint slide has 40 words, it's difficult to find seven words
on 10 of Jobs' slides.
The technique is based on the idea that information is more
effectively recalled when text and images are combined.
For example, when Steve Jobs unveiled the Macbook Air,
Apple's ultra-thin notebook computer, he showed a slide of the
computer fitting inside a manila envelope. That image was worth
a thousand words. "Simplicity is the ultimate sophistication,"
Jobs once said.

Be sophisticated. Keep it simple!

Observation 7

7. Demo
In addition to stunning visual backdrops (his slides), Steve
Jobs brings props for show and tell.

After introducing new products or features, Jobs will

often sit down at a computer or pick up an iPhone and
demonstrate how it works. These demos are simple, but
often very dramatic.
When Jobs introduced Macintosh in 1984, he walked to
the center of a darkened stage and slowly pulled the
computer from inside a black bag. He pulled a floppy disk
out of his pocket, slowly inserted it into the computer,
and walked away as the computer came to life.

Observation 8

8. Plan water cooler moments

There's always one moment in a Steve Jobs presentation
that is the water cooler moment, the one part of the
presentation that everyone will be talking about.
These showstoppers are completely scripted ahead of
time. For example, when Jobs unveiled the MacBook
Air, he removed the computer from an inter-office
envelope to show just how thin it was. It's the one
moment from Macworld 2008 that everyone remembers.
Plan a showstopper.

Observation 9

9. Obey the 10-Minute Rule

Neuroscientists have found that the brain gets tired after
10 minutes of any presentation.
In other words, no matter how engaging the speaker,
audiences will tend to tune out after approximately 10
minutes.
A Steve Jobs presentation lasts about 1.5 hours but every
10 to 15 minutes, he breaks up the content with video,
demonstrations or guest speakers.
Don't give the audience time to get bored.

10. Use Catchy words

11. Practice A Lot

12. Dress Appropriately

13. Make Numbers Meaningful

In every Apple presentation, big numbers are put into context.
On Sept. 9, 2009, Apple Vice-President Phil Schiller said that 220
million iPods had been sold to date. He placed that number into
context by saying it represented 73% of the market.

He broke it down even furtherand took a jab at the

competitionby saying Microsoft was "pulling up the rear" with
its 1% market share.
Schiller learned his technique from Jobs who always puts large
numbers into a context that's relevant to his audience.

14. Share the Stage

16. One More Thing HAVE FUN!