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

CREATE TWITTERLIKE HEADLINES 41

impossible to create consistent messaging without a prepared

headline developed early in the planning stage. The rest of the

presentation should be built around it.

Today Apple Reinvents the Phone

On January 9, 2007, PC World ran an article that announced

Apple would “Reinvent the Phone” with a new device that com-

bined three products: a mobile phone, an iPod, and an Internet

communicator. That product, of course, was the iPhone. The

iPhone did, indeed, revolutionize the industry and was rec-

ognized by Time magazine as the invention of the year. (Just

two years after its release, by the end of 2008, the iPhone had

grabbed 13 percent of the smartphone market.) The editors at PC

TABLE 4.1 JOBS’S CONSISTENT HEADLINES FOR MACBOOK AIR

HEADLINE SOURCE

”What is MacBook Air? In a

sentence, it’s the world’s thinnest

notebook.”^2

Keynote presentation

“The world’s thinnest notebook.”^3 Words on Jobs’s slide

“This is the MacBook Air. It’s the

thinnest notebook in the world.”^4

Promoting the new notebook in a

CNBC interview immediately after

his keynote presentation

“We decided to build the world’s

thinnest notebook.”^5

A second reference to MacBook Air

in the same CNBC interview

“MacBook Air. The world’s thinnest

notebook.”

Tagline that accompanied the

full-screen photograph of the new

product on Apple’s home page

“Apple Introduces MacBook Air—

The World’s Thinnest Notebook.”^6

Apple press release

“We’ve built the world’s thinnest

notebook.”^7

Steve Jobs quote in the Apple press

release