Uncovering Steve Jobs Presentation Secrets文档格式.docx
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Uncovering Steve Jobs Presentation Secrets文档格式.docx
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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:
"
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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