DRAW A ROAD MAP 55
3G networking—faster networking. Second, enterprise support.
Third, third-party application support. And fourth, we need to
sell iPhone in more countries.”
After providing that verbal preview of the four points he
would discuss in more detail, Jobs returned to the first point.
“So, as we arrive at iPhone’s first birthday, we’re going to take it
to the next level, and today we’re introducing the iPhone 3G.”^6
This is a remarkably consistent technique in Jobs’s presenta-
tions. He outlines three or four points, returns to the first point,
explains each one in more depth, and then summarizes each
point. This is a simple recipe for ensuring your audience will
retain the information you are sharing.
Jobs and Ballmer Share
a Love of Threes
In January 2009, Microsoft CEO Steve Ballmer opened the
Consumer Electronics Show in Las Vegas. It was his first key-
note speech at the conference, replacing Bill Gates, who had
moved on to his philanthropic pursuits. Over fifteen years, it
had become a tradition for Microsoft to open the conference,
and Gates had delivered nearly every keynote. As a presenter,
Ballmer was much different from Gates. He exuded passion,
energy, and excitement. He stripped his talk of esoteric jargon
and technical buzzwords. Ballmer also understood the value of
the rule of three in providing a verbal road map for his listeners.
Baig, Kessler, and other top reporters write their material
in manageable chunks to make it easier to read. So does Jobs.
He writes the content of his presentation just as a USA Today
reporter would review a product: headline, introduction, three
points, conclusion.