Page 122 - The Presentation Secrets of Steve Jobs How to Be Insanely Great in Front of Any Audience by Carmine Gallo

CHANNEL THEIR INNER ZEN 103

TABLE 8.6 POSSIBLE VERSUS ACTUAL DESCRIPTIONS IN
JOBS’S PRESENTATIONS

WHAT STEVE COULD HAVE SAID WHAT STEVE ACTUALLY SAID
MacBook Air measures 0.16 inch at its “It’s the world’s thinnest
thinnest point, with a maximum height of notebook.”
0.76 inch.
Time Capsule is an appliance combining “With Time Capsule, plug
an 802.11n base station with a server-grade it in, click a few buttons,
hard disk that automatically backs up and voilà—all the Macs in
everything on one or more Macs running your house are backed up
Leopard, the latest release of the Mac OS X automatically.”
operating system.

Mac OS X features memory protection, pre- “Mac OS X is the most
emptive multitasking, and symmetric multi- technically advanced
processing. It includes Apple’s new Quartz personal computer
2D graphics engine based on the Internet- operating system ever.”
standard portable document format.

understand, and act upon the first time they read (or hear) it.
The website has free guides on how to write in plain English as
well as marvelous before-and-after examples, such as the ones in
Table 8.7. 28
Nearly everything you say in any memo, e-mail, or presen-
tation can be edited for conciseness and simplicity. Remember
that simplicity applies not just to the words on the slides but
also to the words that come out of your mouth.
Author and advertising expert Paul Arden says that people go
to a presentation to see you, not to read your words. He offers this
tip: “Instead of giving people the benefit of your wit and wisdom
(words), try painting them a picture. The more strikingly visual
your presentation is, the more people will remember it.” 29
Leonardo da Vinci stated, “Simplicity is the ultimate sophis-
tication.” One of the most celebrated painters in history, he
understood the real power of simplicity, as does Steve Jobs.
When you discover this concept for yourself, your ideas will
become far more persuasive than you could ever imagine.