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!