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

14 0 DELIVER THE EXPERIENCE

History-Making Demo

Demonstrations and props play a role in every Steve Jobs pre-

sentation, some of which are more history-making than others.

“We’re going to make some history today,” Steve Jobs said as he

kicked off Macworld 2007. The history-making event was the

introduction of the iPhone:

“We want to reinvent the phone,” Jobs said. “I want to show

you four things: the phone app, photos, calendar, and SMS

TABLE 12.1 JOBS’S GREAT DEMO AT THE 2008 WWDC

STEVE’S WORDS STEVE’S SLIDES

”Why do you want 3G? Well, you want

it for faster data downloads. And

there’s nowhere you want faster data

downloads than the browser and

downloading e-mail attachments.”

Photographs of two icons: one

represents the Internet, and the

second represents e-mail

“So, let’s take a look at the browser.

We’ve taken an iPhone 3G and, at the

same place and same location, we’ve

downloaded a website on the EDGE

network and one using 3G.”

Animated image of two

iPhones loading a website

simultaneously: the same

National Geographic website

begins loading on each; the left

iPhone is on the EDGE network,

and the one on the right is using

the new iPhone 3G network

“Let’s see how we do.” [Jobs remains

silent as both images continue to load

on the screen; it’s a site with a lot of

images and a complex layout]

Website loading on both iPhone

images

“Twenty-one seconds on 3G; [waits

silently for an additional thirty seconds,

crossing his hands in front of his body,

smiling, watching the audience—

elicits laughs] fifty-nine seconds on

EDGE. Same phone, same location:

3G is 2.8 times faster. It’s approaching

Wi-Fi speeds. It’s amazingly zippy!”

3G site has completely loaded,

while EDGE phone is still

loading