Page 15 - The Apple Experience

read the book since he was dissecting a Steve Jobs presentation scene for
scene. It’s all very flattering, but nothing replaces the joy I get when I receive

e-mails from people who have used the principles to successfully attract

investors, win multimillion-dollar contracts, pitch movie scripts, or simply to

get an A on their school presentations.

I followed the presentation book with another bestseller, The Innovation

Secrets of Steve Jobs. This book, too, changed the way businesses around the

world think about their products, customers, and communication. I’ve
presented the content to audiences around the world as well as MBA classes

at Stanford, Berkeley, and UCLA among others. On every campus I get the

same reaction. Students will approach me and say, “We never learn this stuff

in school.”

My books have won many fans within Apple itself. Some Apple Store

managers have told me that they require new employees to read my books

before their first training session. I’ve even met Apple Store employees who
say they were asked to read The Presentation Secrets of Steve Jobs so they could

apply some of the communications techniques to the experience on the sales

floor. It soon became obvious that another book was required to round out

the trilogy and help readers understand what it means to deliver an Apple-

like experience in any industry.

Whenever I visit an Apple Store and I meet people who have read my

book, I ask them questions—lots and lots of questions. Why did you greet

me at the door? Why do you wear a blue shirt? Why do you use two fingers

to point somewhere? Why do you use my first name several times in the
conversation? Why did you spend twenty minutes talking football instead of

selling me a product? Why do you want me to be the first to touch a product?

Some people must think I’m a nut, but there’s a method behind the madness.

I’m a journalist, I love to solve communication challenges, and I really enjoy