Page 214 - The Presentation Secrets of Steve Jobs How to Be Insanely Great in Front of Any Audience by Carmine Gallo

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Wear the
Appropriate

Costume

It is hard to think that a $2 billion company with 4,300-plus
people couldn’t compete with six people in blue jeans.
STEVE JOBS, RESPONDING TO AN APPLE LAWSUIT AGAINST HIM
AFTER HE RESIGNED TO FORM NeXT

teve Jobs is the anti-Cher. In her Vegas concert, Cher
and her dancers had 140 costume changes; Jobs has one
costume for every performance. For presentations, Jobs
Salways wears a black mock turtleneck, faded blue jeans,
and white sneakers. If you want to get more specific, he wears
a St. Croix sweater, Levi’s 501 blue jeans, and New Balance run-
ning shoes. Not that it matters much, because you’re not going
to dress like him. He can get away with it because he’s Steve Jobs
and you’re not. Seriously. When you’re a business legend who is
credited with reinventing the entire computer industry, you can
show up in pretty much anything you want.
Although most people are familiar with Jobs’s black shirt
and blue jeans attire (even “The Simpsons” cartoon creators
dressed the Jobs character in jeans and a black mock for an epi-
sode in 2008), Jobs did not always dress this way. When Jobs
was a young man trying to be taken seriously by investors and
the public, he dressed much more conservatively. The Jobs of

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