Page 156 - The Presentation Secrets of Steve Jobs How to Be Insanely Great in Front of Any Audience by Carmine Gallo

C NE 12
SCE N E 1 2

E
C
S S SCENE 12
1
2
E
E
N
Stage Your
Presentation

with Props

Jobs has turned his keynote speeches at Macworld
into massive media events. They are marketing
theater, staged for the world’s press.
LEANDER KAHNEY

ndustry observers credit Apple for redefining notebook com-
puter design with its MacBook family of computers unveiled
on October 14, 2008. As described in the preceding chapter,
IJobs had solicited Apple designer Jony Ive to explain the pro-
cess of making the computer. The new MacBooks were built
with a frame (unibody enclosure) crafted from a single block
of aluminum. It doesn’t sound impressive, but it represented a
feat of engineering that produced thinner, lighter, more rug-
ged notebooks that looked a lot cooler than their predecessors.
About twenty-five minutes into the October presentation, Jobs
discussed the new aluminum frame. He could have talked about
it and perhaps shown a photograph or two, but Jobs being Jobs,
he went above and beyond. He turned the presentation into
a kinesthetic experience, letting the audience of analysts and
reporters see and touch the frame for themselves.
“This is what the unibody looks like. It’s especially beauti-
ful,” Jobs said as he held up a sample frame.

137