Page 132 - The Presentation Secrets of Steve Jobs How to Be Insanely Great in Front of Any Audience by Carmine Gallo

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Use “Amazingly
Zippy” Words

Plug it in. Wirrrrrr. Done.
STEVE JOBS, DESCRIBING THE SONG TRANSFER FEATURE
OF THE FIRST IPOD, FORTUNE, NOVEMBER 2001

teve Jobs introduced an upgrade to the iPhone at Apple’s
Worldwide Developers Conference on June 9, 2008.
The iPhone 3G was twice as fast as the original model,
Ssupporting the speedier third-generation AT&T data
network. A 3G network has a potential transfer speed of 3 Mbps,
versus 144 Kbps on a slower, 2G (second-generation) network.
Simply put, 3G is better for accessing the Internet and down-
loading large multimedia files on a mobile phone. Jobs made it
even simpler. “It’s amazingly zippy,” he said. 1
Jobs speaks in simple, clear, and direct language, free of the
jargon and complexity so common in business communications.
Jobs is one of the few business leaders who could confidently call
a product “amazingly zippy.” In an interview for Fortune maga-
zine, he was asked to describe the interface of Apple’s new OS X
operating system. “We made the buttons on the screen look so
2
good, you’ll want to lick them,” he said. Even if you think Jobs
is grandstanding from time to time, his choice of words puts a
smile on your face. He chooses words that are fun, tangible, and
uncommon in most professional business presentations.

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