notes from the presentation secrets of steve jobs

Acts Scenes
Act 1 Plan in Analog Answer the One Question that Matters Most Develop a Messianic Sense of Purpose Create Twitter-Like Headlines Draw a Road Map Introduce the Antagonist Reveal the Conquering Hero
Act 2 Channel Their Inner Zen Dress Up Your Numbers Use “Amazingly Zippy” Words Share the Stage Stage Your Presentation with Props Reveal a “Holy Shit” Moment
Act 3 Master Stage Presence Make It Look Effortless Wear the Appropriate Costume Toss the Script Have Fun


Peter Drucker: As soon as you move one step up from the bottom, your effectiveness depends on you ability to reach others through the spoken and written word.

Xvii – People do not pay attention to boring things.

4 – Save your bullet points for grocery lists.

5 – Remember, it’s the story, not the slides…


9 Elements of Great Presentations Headline Passion Statement 3 Key Messages
Metaphors and Analogies Demonstrations Partners
Customer Evidence and 3rd Party Endorsements Video Clips Flip Charts, Props and Show-and-Tell


9 – (an example of a good metaphor) Jobs pointed out that many people said iTunes is their favorite application for Windows. It’s like giving a glass of ice water to someone in hell!”

11 – Keep in mind that the average viewed clip on YouTube is 2.5 minutes… Our attention spans are shrinking…

13 – A Steve Jobs presentation follows Aristotle’s classic five-point plan to create a persuasive argument:

  1. Deliver a story or statement that arouses the audience’s interest
  2. Pose a problem or question that has to be solved or answered.
  3. Offer a solution to the problem you raised.
  4. Describe specific benefits for adopting the course of action set forth in your solution.
  5. State a call for action.


17 – The listeners in you audience are asking themselves one question – “Why should I care?”

24 – (Guy Kawasaki) “The essence of evangelism is to passionately show people how you can make history together. Evangelism has little to do with cash flow, the bottom line, or co-marketing. It is the purest and most passionate form of sales because you are selling a dream, not a tangible product.

24 – Sell dreams, not products.

28 – (Steve Jobs to John Sculley) “Do you want to spend the rest of your life selling sugared water or do you want a chance to change the world?”

32 – Marcus Buckingham… after interviewing thousands of peak performers, he arrived at what he considers the single best definition of leadership: “Great leaders rally people to a better future,” he writes in The One Thing You Need to Know.

43 – iPod. One thousand songs in your pocket.

45 – (examples of headlines) “Google provides access to the world’s information in one click.” “ Cisco changes the way we live, work, play and learn.” “Starbucks creates a third place between work and home.” “We see a PC on every desk, in every home.”

51 – Three is the magic number.

90 – (Hans Hofmann) “The ability to simplify means to eliminate the unnecessary so that the necessary make speak.”

92 – Simple slides keep the focus where it belongs—on you, the speaker.

97 – (Garr Reynolds) “In Jobs’s slides, you can see evidence of restraint, simplicity, and powerful yet subtle use of empty space.”

98 – The argument for the visual representation of ideas is such a powerful concept that psychologists have a term for it: the picture superiority effect (PSE).

106 – Jobs dresses up numbers to make them more interesting. Rolling Stone reporter Jeff Goodell once asked Jobs what he thought about Apple’s market share’s being “stuck” at 5 percent in the united States. (As of this writing, their share is 10%). The average reader might consider a 5 percent market share to be tiny. Jobs put the number in perspective when he described it this way: “Our market share is greater than BMW or Mercedes in the car industry. An yet, no one thinks BMW or Mercedes are going away and no one thinks they’re at a tremendous disadvantage because of their market share. As a matter of fact they’re both highly desirable products and brands.”

119 – (Suze Orman) “Others criticize simplicity because they need to feel that it’s more complicated. If everything were so simple, they think their jobs could be eliminated. It’s our fear of extinction, our fear of elimination, our fear of not being important that leads us to communicate things in a more complex way than we need to.”

138 – According to Kawasaki, good demos are as follows: Short. Simple. Sweet. Swift. Substantial.

151 – People will forget what you said, people will forget what you did, but people will never forget how you made them feel.

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