One of the few people able to upstage Barack Obama, Steve Jobs staged another spectacular with the launch of Apple's iPad. Obama and Jobs went head-to-head when the State of the Union Address was delivered on the very same day of the iPad's unveiling. Jobs clearly captured the world's attention, trending on Twitter and urging news organisations to report: “Steve Jobs shows Obama how it's done.”
But how, exactly, is it done?
Carmine Gallo appears to have pulled back the Wizard of iPad's curtain in a book: “The Presentation Secrets of Steve Jobs”. Says Gallo: “Jobs is the most captivating communicator on the world stage. No one else comes close. A Jobs presentation unleashes a rush of dopamine into the brains of his audience.” He has “transformed the typical, dull, technical plodding slide show into a theatrical event complete with heroes, villains, a supporting cast, and stunning backdrops.”
What most people don't know is that Jobs wasn't always this good. For a sense of the progression, take a look at his 1984 launch of the Apple Macintosh. Bad bowtie and disco hairdo aside, there is a strong sense of showmanship, but he's a far way from the legend that is his current incarnation. I spoke to Gallo in the US, who told me how Jobs transformed himself, and what tech executives wanting to follow suit can learn from Apple's co-founder.
ITWeb: Who are you and what do you do?
Carmine Gallo: I'm a communications coach who works with top executives to help them speak, present and communicate more successfully. I work with a wide range of tech companies as well as firms in other industries. It's safe to say my clients touch your life every day.
What can "The Presentation Secrets of Steve Jobs" teach executives?
How to get a standing ovation. Seriously, most business presentations are dry, stilted and boring. For more than 30 years, Steve Jobs has turned product launches into an art form. His presentations are meant to inform, educate and entertain. Most presenters forget the second two parts.
What most people don't know is that [Steve] Jobs wasn't always this good.
Mandy de Waal, ITWeb contributor
Who are the most powerful and persuasive business speakers in the world?
This is highly subjective, of course, but other than Steve Jobs I would point to Cisco CEO, John Chambers, who is considered an “astonishing” communicator by those in the media. Chambers rehearses relentlessly for each presentation and roams the room. In other words, he doesn't stand behind a lectern. He's very animated. I enjoyed watching former British Prime Minister Tony Blair as a political leader and now, as a thought-leader, he brings the same dynamic presence to his speeches. Blair had some theatrical training and it shows. Indra Nooyi, CEO of PepsiCo, also has a dynamic and polished stage presence.
How do you get from relaying information to inspiring people?
Inspiration is tied to vision. People want to be a part of something bigger than themselves. When Steve Jobs returned to Apple after an 11-year absence in 1997, he gave a moving presentation and talked about Apple's customers. He said they are the creative forces in the world, people who were out to change the world. “These are the people we make tools for. Always have and always will.” That's powerful and inspiring but it's rooted in a vision - to make tools that unleash creative potential.
What is the most powerful presentation that Steve Jobs has ever made and why?
Historically, I would have to point to 1984's introduction of Macintosh. Jobs has created more visually stunning presentations since then (he didn't use a slide show in 1984), but it propelled Jobs into legendary status. It was also very dramatic. As he introduced the new product, a black bag sat on a table in the middle of a darkened stage. Nobody, with the exception of a few insiders, knew what he was about to unveil. Jobs slowly walked to the table, pulled the Macintosh out of the bag, inserted a floppy disk, and walked away. Dramatic music began to play and astonishing images were displayed - astonishing for the time because it was the first mass marketed computer with a graphical user interface.
Content or delivery? What contributes most to a speaker's success?
They are equally important. Many people make the mistake of focusing on the content or slide design and forget about rehearsing. Jobs rehearses for many hours over many weeks to get everything just right. Others focus on the delivery, but fail to tell a compelling story.
What are the most commonplace mistakes speakers make when addressing an audience?
The most common mistake is that they read from slides. That's why you shouldn't put too many words on a slide. There are no bullet points in a Jobs' presentation. The slides are mostly made up of photos and images. Another mistake, which I suggested earlier, is failing to practice. Jobs makes it look effortless because he has spent a huge amount of time rehearsing.
What are the easiest actions business leaders can take to immediately enhance their speaking skills?
First, create a story before opening PowerPoint, Apple Keynote, or whatever presentation program you use. Sketch, brainstorm, think about the narrative and how to display the story visually. Second, develop a headline - or theme - for each slide. Ask yourself, what is the one thing I want my audience to remember from this slide? And finally, practice like crazy!
Learning from Jobs, does the excitement build/begin way before the speaker starts talking?
Apple is uniquely positioned because everyone expects the company to introduce something revolutionary. That helps build the suspense. Apple is highly secretive and it's a major offence in the company to release information before Jobs reveals it. Having said that, you can certainly build a little excitement for your own presentations. Send out an e-mail or a Twitter post that teases people about the presentation's content without revealing the whole story.
How do powerful presentations build business and personal influence?
Management guru Peter Drucker once said that the minute you move one step up from the bottom of an organisation your effectiveness depends on your ability to reach others through the spoken and the written word. Make no mistake - you are being judged on the power of your presentations.
Does Jobs use power words? What are they and how do they contribute to creating connection and a *wow!* factor?
Steve Jobs has fun with words. He comes across as passionate and genuine when he says things like “the buttons on the screen look so good, you'll want to lick them”. When he was talking about the speed of the iPhone, he said: “it's amazingly zippy”. Jobs avoids buzzwords and jargon and speaks directly and simply.
Any other thoughts?
Yes, have fun. Steve Jobs is having a blast on stage and it shows. He's passionate about Apple products and their design. When the slides are completed and the rehearsals have ended, put a smile on your face and enjoy the moment.
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