Page 100 - The Presentation Secrets of Steve Jobs How to Be Insanely Great in Front of Any Audience by Carmine Gallo

REVEAL THE CONQUERING HERO 81

not buying a 2.4 GHz multicore processor. They are buying the
experience the processor provides.
Unlike his competitors, Jobs largely avoids mind-numbing
data, stats, and jargon in his presentations. During Macworld
2006, Jobs added his famous “One more thing” signature phrase
near the end of the presentation. The one more thing turned
out to be the new MacBook Pro with an Intel Core 2 micropro-
cessor, marking the first Intel chips in Mac notebooks. Jobs took
a few minutes to clearly outline the problem and introduce the
hero’s tangible benefits, in plain and simple language.
“There’s been this pesky little problem in the PowerBooks,”
Jobs said.
“It’s not a secret that we’ve been trying to shoehorn a G5
[IBM microprocessor] into the PowerBook and have been unable
to do so because of its power consumption. It’s unrealistic in
such a small package. We’ve done everything possible engineer-
ingwise. We’ve consulted every possible higher authority [shows
a slide with a photograph of the pope, drawing a huge laugh].”
Replacing the existing microprocessor with an Intel Core
Duo, Jobs explained, yielded much better performance in a
smaller package.

Today we are introducing a new notebook computer we are
calling the MacBook Pro. It has an Intel Core Duo chip in it,
the same as we’re putting in the new iMac, which means there
will be dual processors in every MacBook Pro. What does this
yield? It’s four to five times faster than the PowerBookG4.
These things are screamers . . . The new MacBook Pro is the
fastest Mac notebook ever. It’s also the thinnest. It’s got some
amazing new features. It has a 15.4-inch wide-screen display
that is as bright as our cinema displays. It’s a gorgeous dis-
play. It’s got an iSight camera built in. Now you can have
videoconferencing right out of the box on the go. It’s great.
Videoconferencing to go. This is heaven. 7

You may or may not agree that a portable webcam is “heaven,”
but Jobs knows his audience and voices what is, to those pres-
ent, a serious problem in need of a solution.