Present like Steve Jobs (Carmine Gallo)

Stevejobs Drew's Note:  As I try to do on many a Friday, I'm pleased to bring you a guest post.  Meet a thought leader who shares his insights every day. So without further ado…Carmine Gallo.

Again, enjoy!

Apple CEO Steve Jobs is considered one of the greatest marketers in corporate history. For more than three decades, he has delivered legendary keynote presentations, raised product launches to an art form and successfully communicated the benefits of Apple products to millions of customers. Whether you're in sales, marketing, advertising or public relations, Steve Jobs has something to teach you about telling your brand story.

Plan in analog. Steve Jobs may have made a name for himself in the digital world, but he prepares presentations in the old world of pen and paper. He brainstorms, sketches and draws on whiteboards. Before a new iPhone, iPod or MacBook is introduced, the Apple team decides on the exact messages (aka, benefits) to communicate.

Those messages are consistent across all marketing platforms: presentations, Web sites, advertisements, press releases, and even the banners than are unfurled after Jobs' keynote.

Create Twitter-friendly headlines. Can you describe your product or service in 140 characters? Steve Jobs offers a headline, or description, for every product. Each headline can easily fit in a Twitter post.

For example, when he introduced the MacBook Air in January, 2008, he said that it is simply, "The world's thinnest notebook." You could visit the Apple Web site for more information, but if that's all you knew, it would tell you a lot. If your product description cannot fit in a Twitter post, keep refining.

Introduce the antagonist. In every classic story, the hero fights the villain. The same holds true for a Steve Jobs presentation. In 1984, the villain was IBM, "Big Blue." Before he introduced the famous 1984 ad to a group of Apple salespeople, he created a dramatic story around it. "IBM wants it all," he said. Apple would be the only company to stand in its way. It was very dramatic and the crowd went nuts.

Branding expert, Martin Lindstrom, has said that great brands and religions have something in common: the idea of vanquishing a shared enemy. Creating a villain allows the audience to rally around the hero — you, your ideas and your product.

Stick to the rule of three. The human brain can only absorb three or four "chunks" of information at any one time. Neuroscientists are finding that if you give your listeners too many pieces of information to retain, they won't remember a thing. It's uncanny, but every Steve Jobs presentation is divided into three parts.

On September 9, 2009, when Jobs returned to the world stage after a medical leave of absence, he told the audience that he had three things to discuss: iPhone, iTunes and iPods. Jobs even has fun with the rule of three. In January, 2007, he told the audience he had "three revolutionary" products to introduce — an iPod, a phone and an Internet communicator. After repeating the list several times he said, "Are you getting it? These are not three separate devices. They are one device and we are calling it iPhone!"

Strive for simplicity. Apple chief design architect, Jonathan Ive, said Apple's products are easy to use because of the elimination of clutter. The same philosophy applies to Apple's marketing and sales material.

For example, there are forty words on the average PowerPoint slide. It's difficult to find ten words in one dozen Apple slides. Most of Steve Jobs' slides are visuals — photographs or images. When are there words, they are astonishingly sparse. For example, in January, 2008, Jobs was delivering his Macworld keynote and began the presentation by thanking his customers for making 2007 a successful year for Apple. The slide behind Jobs simply read "Thank you." Steve Jobs tells the Apple story. The slides compliment the story.

Reveal a "Holy Smokes" moment. People will forget what you said, what you did, but they will never forget how you made them feel. 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 show stoppers are completely scripted ahead of time.

For example, when Jobs unveiled the MacBook Air, what do people remember? They recall that he removed the computer from an inter-office envelope. It's the one moment from Macworld 2008 that everyone who watched it — and those who read about — seem to recall. The image of a computer sliding in an envelope was immediately unveiled in Apple ads and on the Apple website. The water cooler moment had run according to plan.

Sell dreams, not products. Great leaders cultivate a sense of mission among their employees and customers. Steve Jobs' mission is to change the world, to put a "dent in the universe." According to Jobs, "Your work is going to fill a large part of your life and the only way to do great work is to love what you do."

True evangelists are driven by a messianic zeal to create new experiences. When he launched the iPod in 2001, Jobs said, "In our own small way we're going to make the world a better place." Where most people see the iPod as a music player, Jobs sees it as tool to enrich people's lives. It's important to have great products, of course, but passion, enthusiasm and emotion will set you apart.

Carmine Gallo is the author of The Presentation Secrets of Steve Jobs: How to Be Insanely Great in Front of Any Audience, (click here to buy the book) is a presentation, media-training, and communication-skills coach for the world's most admired brands. He is an author and columnist for Businessweek.com and and a keynote speaker and seminar leader who has appeared on CNBC, NBC, CBS, MSNBC.com, BNET, RedBook, Forbes.com, and in the New York Times, the Wall Street Journal and Investor's Business Daily, as well as many other media outlets.

Every Friday is "grab the mic" day.  Want to grab the mic and be a guest blogger on Drew's Marketing Minute?  Shoot me an e-mail.

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Note:  In keeping with the new FCC regulations, you should know that I received a copy of Gallo's book to review and if you click on the link to purchase the book, I will make a few cents from Amazon.  You might also be interested in knowing that I am left handed.

36 comments on “Present like Steve Jobs (Carmine Gallo)

  1. Ian Moss says:

    Great post. I think you left out one more thing. . . and that’s just it!

    Jobs always goes that one step further. He’ll give his audience amazing presentations practically having them salavating at the mouth and when all looks like it’s over, he returns with his catchphrase “and one more thing”. Just throwing out an extra feature or benefit to make everything truely remarkable.

  2. Jann Freed says:

    WOW! Love this post. So many great things to remember and the tips can be applied to any presentation. The guest blogger idea is very creative also. Thanks.

  3. This one is really great Drew. Now if I can just learn to incoporate these simple strategies into my own presentation style. Looking forward to your input and genius ideas. Bev.

  4. Bev,

    I think you are already a wonderful storyteller — which is the basis for any great speaker. I’ll bet you are more like Jobs than you give yourself credit for!

    Drew

  5. Great post. I think you left out one more thing. . . and that’s just it!

  6. This one is really great Drew. Now if I can just learn to incoporate these simple strategies into my own presentation style. Looking forward to your input and genius ideas. Bev.

  7. Army Surplus says:

    With QTE’s, the switch between the game’s other mode, be it real-time exploration or menu-driven narration and the QTE become a conceit that allows for a certain amount of perceived laziness on the part of the designer. If you’re only going to allow the player to control the game and a set, scripted, moment and disconnect their actions at other times, playing a QTE becomes an exercise in not failing a cutscene.

  8. Steve Jobs doesn’t follow a presentation template but as outlined in my new book, The Presentation Secrets of Steve Jobs, he does consistently follow the same principles that have turned Apple product launches into an art form.

  9. WOW! Love this post. So many great things to remember and the tips can be applied to any presentation. The guest blogger idea is very creative also. Thanks.

  10. In recent weeks, I’ve seen at least two high-profile business and political leaders give what could be the most important talks of their lives.

  11. Canvas Art says:

    This one is really great Drew. Now if I can just learn to incoporate these simple strategies into my own presentation style. Looking forward to your input and genius ideas. Bev.

  12. But blogs are not the real world. As I recall, Kari has written columns about the need to turn off the computer, go out and volunteer on actual campaigns.

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  14. I was always proud of the fact that Drigg was immensely stable. I am learning that accepting patches by other people is risky, and needs a lot of attention. I pity Linus Torvalds — and I understand him a lot better now

  15. WOW! Love this post. So many great things to remember and the tips can be applied to any presentation. The guest blogger idea is very creative also. Thanks.

  16. Great post. I think you left out one more thing. . . and that’s just it!

  17. Gallo is an Emmy award-winning television anchor and former CNN business journalist. He now leverages his storytelling experience to help clients communicate the message behind their brands.

  18. The winner of Favorite TV Comedy Actor was Steve Carrell of “The Office.” The winner of the Favorite TV Comedy Actress was Alyson Hannigan of “How I Met Your Mother.

  19. A clear and mutually agreed strategy for entrepreneurship aims to formalise the aspirations and co-operation of key partners locally.

  20. we will work through problems such as prioritizing in a crisis; budgeting; recruitment/retention; staff evaluation; and strategic planning and benchmarking.

  21. Carmine Gallo is a communication skills coach for the world’s most admired brands. He is also a popular speaker and the author of several books, including The Presentation Secrets of Steve Jobs: How to Be Insanely Great in Front of Any Audience.

  22. So many great things to remember and the tips can be applied to any presentation. The guest blogger idea is very creative also.

  23. Stock Picks says:

    Drew–Love this post. Thanks for sharing. A great message for everyone to remember.

  24. Good luck in developing the windows version. Congratulations and thanks again!

  25. Our communications coach mines Jobs’ introduction of the iPhone to offer five lessons for making an unforgettable pitch !

  26. It is a unique award. For years a guy is coached that “there’s no “i” in team, no one wins unless we all win”, etc. This is America. That’s nonsense. America is about #1. You join a team because it lets #1 shine. Deep down, we all know this.

  27. Just throwing out an extra feature or benefit to make everything truely remarkable.

  28. ma chi cazzu c’intri tu? e vati piscia i manu!!

  29. Just throwing out an extra feature or benefit to make everything truely remarkable.

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  31. Good Credit says:

    Steve Jobs have brought allple to new heights. He is really a born marketer & leader. People like hime are rare.

  32. I love your post very much , i love you , I will come back here every day, so memorable …..

  33. Jobs always goes that one step further. He’ll give his audience amazing presentations practically having them salavating at the mouth and when all looks like it’s over, he returns with his catchphrase “and one more thing”.

  34. ghd says:

    Just throwing out an extra feature or benefit to make everything truely remarkable.

  35. He is an inspiration to all of us. Great mind.

  36. He is an inspiration to all of us. Great mind.

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