Presentation Secrets Of Steve Jobs: How to Be Great in Front of Audience

USE “AMAZINGLY ZIPPY” WORDS 121

TABLE 10.3 SPECIFIC, CONCRETE, AND EMOTIONAL PHRASES IN

JOBS’S PRESENTATIONS

EVENT PHRASE

Apple Music Event, 2001 “The coolest thing about iPod is your entire
music library fits in your pocket.”^12

Introduction of the world’s
first seventeen-inch widescreen
notebook, Macworld 2003

“I asked you to buckle up. Now I want

you to put on your shoulder harness.”^13

Referencing the current
Titanium PowerBook,
Macworld 2003

“The number one lust object.”^14

Describing the new
seventeen-inch PowerBook,
Macworld 2003

“It’s stunning. It is the most incredible

product we have ever made. Look at that

screen. It’s amazing. Look at how thin it is.

Isn’t that incredible? When it’s closed, it’s

only one inch think. It’s beautiful, too. This

is clearly the most advanced notebook

computer ever made on the planet. Our

competitors haven’t even caught up with

what we introduced two years ago; I don’t

know what they’re going to do about this.”^15

Jobs’s description of the
original Macintosh

“Insanely great.”

Persuading PepsiCo president
John Sculley to become
Apple’s CEO

“Do you want to spend the rest of your life

selling sugared water or do you want a

chance to change the world?”

Quote in Triumph of the Nerds “We’re here to put a dent in the universe.”^16

Discussing CEO Gil Amelio’s
reign at Apple

“The products suck! There’s no sex in them

anymore!”^17

Jobs creating a new word
for the launch of a new iPod,
September 2008

“iPod Touch is the funnest iPod we’ve ever

created.”^18

Unveiling the first seventeen-
inch notebook computer,
January 7, 2003

“A giant leap beyond PC notebooks.

Miraculously engineered.”^19