Page 215 - The Presentation Secrets of Steve Jobs How to Be Insanely Great in Front of Any Audience by Carmine Gallo

196 REFINE AND REHEARSE

1984 looked a lot different from the Jobs of 2009. The first cover
of Macworld magazine in January 1984 showed Jobs standing
behind a desk with three of the original Macintosh computers.
He was wearing a brown pin-striped suit, brown tie, and white
shirt. Yes, Jobs once donned pinstripes. He wore an even more
conservative outfit for the actual presentation when he unveiled
the Macintosh, appearing in a white shirt, gray slacks, a dark
blue double-breasted blazer, and a green bow tie. Imagine, Jobs
in a bow tie! It’s true.
Jobs is smart. His wardrobe always reflected the leader he
wanted to become. He was well aware of the impression clothes
could leave on people. While Jobs was away from Apple, he
pitched his new company, NeXT, to Bank of America. Dan’l
Lewin, NeXT’s marketing executive, showed up at Jobs’s house
in blue jeans to accompany him to the meeting. Jobs walked out
wearing an expensive Brioni suit from Wilkes Bashford. “Hey,”
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Jobs said, “we’re going to the bank today.” For Jobs, jeans were
appropriate for the office, but not the bank. Now you might be
confused. Jobs wore a suit to the bank and jeans in the office.
What lesson does this hold for the rest of us? A true military
hero, former U.S. Army ranger Matt Eversmann, once gave me
the best piece of wardrobe advice I’d ever heard. Eversmann led
troops in a fierce battle in Mogadishu, Somalia, in October 1993.
The battle was turned into a movie called Black Hawk Down. I
met Eversmann at a business conference and asked him for some
leadership advice I could share with my readers. Eversmann told
me that great leaders dress a little better than everyone else. He
said that when he would meet a subordinate for the first time,
his shoes were shinier, his whites were whiter, and his pants
were better pressed.
I never forgot that piece of advice. I later interviewed George
Zimmer, the founder of the Men’s Wearhouse clothing chain.
Zimmer agreed with Eversmann but added, “appropriate for the
culture.” It makes sense: you wouldn’t show up for the company
picnic in the same attire that you wear to the office. Also, dif-
ferent companies have different cultures. Apple is rebellious,
creative, and committed to “think different.” It’s OK for an