![]() ![]() Jobs began with a brief discussion of Napster and Kazaa, sites that offered “near instant gratification” and, from the user’s perspective, free downloads. On April 28, 2003, Jobs convinced consumers to pay 99 cents for songs. Steve Jobs was a master at introducing both heroes and villains in the same presentation. The iTunes StoreĮvery great drama has a hero and a villain. The lesson: Don’t just tell us about a product, show it to us, and do it with pizzazz. ![]() Most of the blogs, magazines and newspapers that covered the launch ran a photograph of Steve Jobs pulling the computer out of the envelope. He knew what would grab people’s attention. Most presenters would have shown photographs of the product. When Jobs introduced the “world’s thinnest notebook,” the MacBook Air, he walked to the side of the stage, pulled out a manila envelope hiding behind the podium and said, “It’s so thin it even fits inside one of those envelopes you see floating around the office.” With a beaming smile, he slowly pulled it out of the envelope for all to see. The lesson: Introduce three benefits or features of a product, not 23. Sometimes he even had fun with it.įor example, on Feb. 16, 2007, Jobs told the audience to expect three new products: a new iPod, a phone and an “Internet communication device.” After repeating the three products several times, he made the big reveal - all three products were wrapped in one new device, the iPhone. Jobs was well aware of this principle and divided much of his presentations into three parts. The human mind can only retain three or four “chunks” of information. The rule of three is one of most powerful concepts in writing. The lesson: A presentation doesn’t always need slides to wow an audience. He slowly pulled the Mac from the bag, inserted a floppy disk, and walked away as the theme from Chariots of Fire began to play as images filled the screen. ![]() He showed a series of images and said, “Everything you just saw was created by what’s in that bag.” And with that Jobs walked to the center of a darkened stage that had a table and a canvas bag sitting on top it. On Jan. 24, 1984, Steve Jobs introduced the first Macintosh with a magician’s flair for the big reveal. Remarkably, Jobs’ flair for the dramatic started before PowerPoint or Apple Keynote were available as slide design tools, which proves you don’t need slides to leave your audience breathless. These “moments” were tightly scripted and relentlessly rehearsed. The Mac launchĮvery Steve Jobs presentation had one moment that people would be talking about the next day. The following five keynotes will help anyone give the presentation of a lifetime. He also leaves a legacy by which entrepreneurs can learn to dazzle their audiences. Jobs turned the product launch into an art form. A Steve Jobs keynote was a tightly choreographed and relentlessly prepared presentation, according to the new book Becoming Steve Jobs, by Brent Schlender. ![]()
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