Presentation Secrets Of Steve Jobs

102 DELIVER THE EXPERIENCE from extraneous text, so are his words. For example, in October 2008, Apple unveiled a new line of en ...

CHANNEL THEIR INNER ZEN 103 understand, and act upon the first time they read (or hear) it. The website has free guides on how t ...

104 DELIVER THE EXPERIENCE TABLE 8.7 BEFORE-AND-AFTER EXAMPLES FROM THE PLAIN ENGLISH CAMPAIGN BEFORE AFTER If there are any poi ...

105 SSSSCENE 9CCCEEENNNEEE 999 Dress Up Yo ur Numb er s We have sold four million iPhones to date. If you divide four million by ...

106 DELIVER THE EXPERIENCE in your pocket opens up an entirely new way for you to enjoy music. Jobs dresses up numbers to make t ...

DRESS UP YOUR NUMBERS 107 of potential customers. Jobs makes his numbers specific, rele- vant, and contextual. Specific. Relevan ...

108 DELIVER THE EXPERIENCE market share of the remaining three competitors—in the first ninety days of shipments. The numbers, o ...

DRESS UP YOUR NUMBERS 109 transistors on a single piece of silicon. Engineers described the technology as “breathtaking.” But th ...

110 DELIVER THE EXPERIENCE It would take the entire population of the earth—about six billion—each of us working a handheld calc ...

DRESS UP YOUR NUMBERS 111 dots. For example, try telling someone that in 2006 alone, the United States produced thirteen trillio ...

112 DELIVER THE EXPERIENCE you. One doctor I know once told a patient, “Your blood pres- sure is 220 over 140. We consider 120 o ...

113 SSSSCENE 10CCCEEENNNEEE 111000 Use “Amazingly Zippy” Words Plug it in. Wirrrrrr. Done. STEVE JOBS, DESCRIBING THE SONG TRAN ...

114 DELIVER THE EXPERIENCE Jobs, Gates, and the Plain English Test Seattle Post Intelligencer tech reporter Todd Bishop wrote a ...

USE “AMAZINGLY ZIPPY” WORDS 115 Table 10.2 compares some exact phrases from the 2007 presentations. Excerpts from Bill Gates’s r ...

116 DELIVER THE EXPERIENCE TABLE 10.2 VERBIAGE IN GATES’S 2007 CES KEYNOTE VERSUS JOBS’S 2007 MACWORLD KEYNOTE STEVE JOBS, 2007 ...

USE “AMAZINGLY ZIPPY” WORDS 117 from Gates. If your presentations are confusing, convoluted, and full of jargon, you will miss a ...

118 DELIVER THE EXPERIENCE buzzwords are meaningless and empty and will most certainly make you less understandable and therefor ...

USE “AMAZINGLY ZIPPY” WORDS 119 It was hard to miss financial guru Suze Orman in 2008 and 2009 when the global financial markets ...

120 DELIVER THE EXPERIENCE like. Isn’t it incredible [emotional]? It’s the world’s thinnest note- book [simple]. It has a gorgeo ...

USE “AMAZINGLY ZIPPY” WORDS 121 TABLE 10.3 SPECIFIC, CONCRETE, AND EMOTIONAL PHRASES IN JOBS’S PRESENTATIONS EVENT PHRASE Apple ...