Page 159 - The Presentation Secrets of Steve Jobs How to Be Insanely Great in Front of Any Audience by Carmine Gallo

140 DELIVER THE EXPERIENCE

TABLE 12.1 JOBS’S GREAT DEMO AT THE 2008 WWDC
STEVE’S WORDS STEVE’S SLIDES
”Why do you want 3G? Well, you want Photographs of two icons: one
it for faster data downloads. And represents the Internet, and the
there’s nowhere you want faster data second represents e-mail
downloads than the browser and
downloading e-mail attachments.”
“So, let’s take a look at the browser. Animated image of two
We’ve taken an iPhone 3G and, at the iPhones loading a website
same place and same location, we’ve simultaneously: the same
downloaded a website on the EDGE National Geographic website
network and one using 3G.” begins loading on each; the left
iPhone is on the EDGE network,
and the one on the right is using
the new iPhone 3G network
“Let’s see how we do.” [Jobs remains Website loading on both iPhone
silent as both images continue to load images
on the screen; it’s a site with a lot of
images and a complex layout]
“Twenty-one seconds on 3G; [waits 3G site has completely loaded,
silently for an additional thirty seconds, while EDGE phone is still
crossing his hands in front of his body, loading
smiling, watching the audience—
elicits laughs] fifty-nine seconds on
EDGE. Same phone, same location:
3G is 2.8 times faster. It’s approaching
Wi-Fi speeds. It’s amazingly zippy!”

History-Making Demo

Demonstrations and props play a role in every Steve Jobs pre-
sentation, some of which are more history-making than others.
“We’re going to make some history today,” Steve Jobs said as he
kicked off Macworld 2007. The history-making event was the
introduction of the iPhone:
“We want to reinvent the phone,” Jobs said. “I want to show
you four things: the phone app, photos, calendar, and SMS