Page 140 - The Presentation Secrets of Steve Jobs How to Be Insanely Great in Front of Any Audience by Carmine Gallo

USE “AMAZINGLY ZIPPY” WORDS 121

TABLE 10.3 SPECIFIC, CONCRETE, AND EMOTIONAL PHRASES IN
JOBS’S PRESENTATIONS

EVENT PHRASE
Apple Music Event, 2001 “The coolest thing about iPod is your entire
music library fits in your pocket.” 12
Introduction of the world’s “I asked you to buckle up. Now I want
first seventeen-inch widescreen you to put on your shoulder harness.” 13
notebook, Macworld 2003

Referencing the current “The number one lust object.” 14
Titanium PowerBook,
Macworld 2003

Describing the new “It’s stunning. It is the most incredible
seventeen-inch PowerBook, product we have ever made. Look at that
Macworld 2003 screen. It’s amazing. Look at how thin it is.
Isn’t that incredible? When it’s closed, it’s
only one inch think. It’s beautiful, too. This
is clearly the most advanced notebook
computer ever made on the planet. Our
competitors haven’t even caught up with
what we introduced two years ago; I don’t
know what they’re going to do about this.” 15
Jobs’s description of the “Insanely great.”
original Macintosh
Persuading PepsiCo president “Do you want to spend the rest of your life
John Sculley to become selling sugared water or do you want a
Apple’s CEO chance to change the world?”
Quote in Triumph of the Nerds “We’re here to put a dent in the universe.” 16
Discussing CEO Gil Amelio’s “The products suck! There’s no sex in them
reign at Apple anymore!” 17
Jobs creating a new word “iPod Touch is the funnest iPod we’ve ever
for the launch of a new iPod, created.” 18
September 2008
Unveiling the first seventeen- “A giant leap beyond PC notebooks.
inch notebook computer, Miraculously engineered.” 19
January 7, 2003