The Musings Of An Opinionated Sod [Help Me Grow!]

The Aspirational Nerd!
January 11, 2007, 9:58 am
Filed under: Comment

Like Gareth, I love how Steve Jobs ’sells’ his company.

The latest bit of brilliance is his iPhone … which he explained by saying,

“Today we are introducing 3 revolutionary products. A widescreen iPod, a revolutionary mobile phone and a breakthrough internet communications device … these are NOT 3 separate devices. We’re calling it the iPhone”.

Of course there are alternate products already out in the market with similar features [infact SONY were behind the ‘Virtual Input Screen’ with their Clie way back in 2002] however because of Apple’s design, Apple’s advanced technological simplicity and Apple’s understanding of consumer needs and wants, their product is already more desirable than pretty much everything out there, or soon-to-be-out-there.

Who else but Apple could have caused shares in Nokia, Samsung, Sony Ericsson and Motorola to fall because they’re launching a new product in 6 months which they have no heritage in developing! Amazing.

Whilst I can’t remember who gave it to me [and if I am contravening any copyright laws, please let me know [especially as an extended version of this paper was published last year] … I thought you might be interested to have a read because I have to say, it changed the way I presented forever  and though my presentations aren’t as exciting as launching iPhone’s etc, I’m pretty good at this presenting-lark, even though I say it myself. [God, look at Mr Ego here eh? Haha!]

So for your reading pleasure, check this out …

Apple has revolutionized the way we use computers and listen to music and its charismatic co-founder Steve Jobs, has transformed another area … the corporate pitch.

Anyone who has ever watched Jobs speak will tell you he is one of the most extraordinary presenters in Corporate America and this is because he learnt a leader must be a company evangelist, a brand spokesperson and an entertainer.

Below are his 5 key ‘rules’ which you may find beneficial next time you’re making a pitch.

1. Sell The Benefit

Steve Jobs does not sell bits of metal; he sells an experience. Instead of focusing on mind-numbing statistics, as most technologists tend to do, Jobs sells the benefit. For example, when he launched the 20gb iPod, he clearly explained what it meant to the consumer – mainly they could have 5000 songs at their immediate disposal.

2. Practice, Practice And Practice Some More

Jobs takes nothing for granted during product launches, he reviews and rehearses his material each and every time, because his view is you only have one shot at making a big impression.

3. Keep It Visual

Speaking of slides, there are very few bullet points in a Jobs presentation, each slide is highly visual.If he is discussing a new chip inside a computer, the slide in the background will show a colourful image of the chip alongside the product. That’s it. Simple and visual. Apple’s presentations are not created in PowerPoint as the vast majority of corporate presentations are. However PowerPoint can be made visual as well. It’s a matter of thinking about the content visually instead of falling into the habit of creating slide after slide with headlines and bullet points.

4. Exude Passion, Energy And Enthusiasm

There is no better example of Jobs passion than the famous story of how he convinced John Sculley to lead Apple in the mid ’80’s by asking him, “Do you want to sell sugared water all your life or do you want to change the World?”

The former Pepsi executive chose the latter and while the pairing ultimately failed to work out, it reflects Jobs’ sense of mission that continues today.

5. “And One More Thing …”

At the end of each presentation Jobs always adds to the drama by saying, “… and one more thing.”

This always leads to him talking about a new product, a new feature, or sometimes introducing a band.

Jobs approaches every presentation as an event … a production with a strong opening, product demonstration in the middle and a strong conclusion with, of course, an encore introduced with the now famous, “… one more thing!

13 Comments so far
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Very true Rob, but damn that “Jesus” picture freaks me out.

Comment by Age

Steve Jobs IS Friar Tuck!

Comment by Rob

THe famous Jobs stare is very, very scary indeed. I still need therapy to get over it.

Comment by Barry Mow


Much of the credit given to the rebirth of Nintendo is down to the enthusiasm of their new head staff and improvement in their visual approach.

Comment by Rob Mortimer

Jobs is like JFK.

A man with vision and understanding who surrounds himself with individuals who not only understand his goals, but can transform it into something real, memorable and tangible.

Bit like Andy. I did say a bit.

Comment by Billy Whizz

How many times do I have to tell you Billy … Andy is not the only person you have to please to get a payrise.

Saying all that, your JFK/Jobs link is interesting … and whilst I see what you mean, JFK changed elements of how the World lived/developed whereas Jobs built some consumer electronics.

Comment by Rob

Then again without Macintosh the world would be totally different, how would Microsoft have got their ideas without it?

(apart from the ones they nicked off Amiga and Acorn)

Comment by Rob Mortimer

Don’t you start defending Billy or we’ll never hear the end of it

Comment by Rob

Well, I might need some backup if hell breaks loose over your 10 questions!

Comment by Rob Mortimer

Hahahaha … the 10 questions will be ‘out’ tomorrow … but luckily for me, I’m far too boring to make it too dramatic.

See for yourself tomorrow!

Comment by Robert

Rob Mortimer Rocks.

Comment by Billy Whizz

I knew it! Creep. [Though I’m not sure if I’m talking about Rob or Billy!]

Comment by Robert

[…] get me wrong, Jobs is amazing – especially in the art of the presentation – but like Branson … his appeal owes much to the stifled, elitist, corporate attitude of the […]

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