OK, it isn’t remotely a secret that Steve Jobs was one of the best presenters of all time. In fact, he was the Muhammad Ali of the art of presentaion. Here is how Jobs kicked off the iPhone introduction:
This is a day I’ve been looking forward to for two-and-a-half years. Every once in a while, a revolutionary product comes along that changes everything… Well, today, we’re introducing three revolutionary products of this class.
The first one: is a widescreen iPod with touch controls. The second: is a revolutionary mobile phone. And the third is a breakthrough Internet communications device. So, three things: a widescreen iPod with touch controls; a revolutionary mobile phone; and a breakthrough Internet communications device. An iPod, a phone, and an Internet communicator. An iPod, a phone… are you getting it? These are not three separate devices. This is one device. Ad we are calling it iPhone.
So, what can advertising agencies learn from Steve Jobs’s presentation techniques?
- He is a story teller and clearly loves to puts on a show.
- He is enthusiastic.
- He sells the benefit.
- He sets a theme: “There is something in the air today” set up his introduction of the MacBook Air.
- His slides are simple and evocative.
- He tracks you through the presentation.
- He practices for days.
To help get into Job’s head, I’ve curated some of his best presentations and expert views of his style, delivery and skilled use of theater.
Two Highly Recommended Books For Advertising Agency Presenters:
“Resonate” by Nancy Duarte. This best of breed book on creating persuasive presentations is a must read for anyone trying to craft what Nancy calls, “visual stories that transform audiences.” The book includes multiple case histories including a case history and deep analysis of Job’s iPhone introduction. The case illustrates Job’s skills via a second by second sparkline timeline of his presentation.
“The Presentation Secrets of Steve Jobs: How to Be Insanely Great in Front of Any Audience” by Carmine Gallo. According to Carmine’s website, he is “The communications coach for the world’s most admired brands.” I can’t disagree. You might also want to read Carmine’s articles on presenting that run in Forbes.
Three Fabulous Steve Jobs Presentation Videos: IPhone and iPad introductions and his Stanford commencement address