Having recently heard my colleagues Zach and Caroline tout the presentation skills of the speakers at this past Tuesday and Wednesday’s World Business Forum (including the likes of Bill George, T. Boone Pickens, George Lucas, and Bill Clinton) a recent article by Carmine Gallocaught my eye.
Discussing his new book, The Presentation Secrets of Steve Jobs: How to Be Insanely Great in Front of Any Audience, Mr. Gallo explores what one needs to make a truly impactful presentation (besides, of course, a large collection of black turtlenecks). Describing the mentality that Steve Jobs brings to a presentation, Mr. Gallo writes:
Steve Jobs does not sell computers; he sells an experience. The same holds true for his presentations that are meant to inform, educate, and entertain. An Apple presentation has all the elements of a great theatrical production—a great script, heroes and villains, stage props, breathtaking visuals, and one moment that makes the price of admission well worth it.
And having reviewed hours and hours of Mr. Jobs’ presentations in researching for the book, Mr. Galloa outlines the five core elements of every Steve Jobs presentation:
1. “A headline.” Think of your most impactful Tweet. Then cut it in half. A pithy, engaging title – like Mr. Job’s describing the Mac book Air as “the world’s smallest notebook” – sets the appropriate tone.
2. “A villain.” You always look better when juxtaposed against a devious or challenging counterpart, even if done playfully (see: “I’m a Mac. And I’m a PC” ads.)
3. “A simple slide.” Mr. Gallo writes: “In some presentations, Steve Jobs has a total of seven words in 10 slides.” You, and what you are sayin, should be the focal point of the presentation. Don’t let the deck take away from that.
4. “A demo.” Show, don’t tell.
5. “A holy smokes moment.” Blow your audience away. Why else are you making a presentation?
There could be nothing more exciting to read for someone operating in our space than for someone else to say: “Here – see exactly what Steve Jobs does.”
Mr. Gallo, thank you for your efforts here – I look forward to picking up a copy of your new book.
