160 DELIVER THE EXPERIENCE
swordsman in Raiders of the Lost Ark, the opening scene of Jaws,
or E.T. asking to phone home. In the same way, Jobs creates one
moment that will define the experience.
Jobs has changed many things about his presentation style
over the past thirty years, including his wardrobe, slides, and
style. Through it all, one thing has remained consistent—his
love of drama.DIRECTOR’S NOTES
Plan a “holy shit” moment. It need not be a break-
through announcement. Something as simple as telling
a personal story, revealing some new and unexpected
information, or delivering a demonstration can help
create a memorable moment for your audience. Movie
directors such as Steven Spielberg look for those emo-
tions that uplift people, make them laugh, or make them
think. People crave beautiful, memorable moments.
Build them into your presentation. The more unex-
pected, the better. Script the moment. Build up to the big moment before
laying it on your audience. Just as a great novel doesn’t
give away the entire plot on the first page, the drama
should build in your presentation. Did you see the movie
The Sixth Sense, with Bruce Willis? The key scene was at the
end of the movie—one twist that the majority of viewers
didn’t see coming. Think about ways to add the element
of surprise to your presentations. Create at least one
memorable moment that will amaze your audience and
have them talking well after your presentation is over. Rehearse the big moment. Do not make the mistake of
creating a memorable experience and having it bomb
because you failed to practice. It must come off crisp,
polished, and effortless. Make sure demos work and
slides appear when they’re supposed to.