Page 224 - The Presentation Secrets of Steve Jobs How to Be Insanely Great in Front of Any Audience by Carmine Gallo

TOSS THE SCRIPT 205

notes at Macworld 2007, famous for the release of the iPhone.
The notes were neatly bound, and color-coded tabs separated
the sections. The blogger’s photo showed the booklet opened
to the page where Jobs demonstrated the Internet capabilities of
iPhone. Four categories were clearly marked in bold and a larger
3
font: Mail, Safari, Widgets, and Maps. Under each main cate-
gory, there were two to five supporting points. Let’s take one in
particular, the Maps section. Here is exactly what was printed
on the page:
MAPS

 Moscone West
 Starbucks order 4,000 lattes to go
 Washington Monument
 Show satellite
 Eiffel Tower, Colosseum

That’s it. These notes were all the prompting Jobs needed to
walk his audience through a particular section of the demo.
Jobs began by telling his audience that he wanted to show
them something “truly remarkable,” Google Maps on iPhone.
First, he opened up the application and zoomed in to a street-
level view of San Francisco and Moscone West, the site of
Macworld.
The second thing he did was to type “Starbucks” to search
for a nearby coffee shop. He then called Starbucks on the iPhone
and played the prank discussed in Scene 12, ordering four thou-
sand lattes to go. (I had no idea that the lattes gag was scripted
until I saw the photograph of Jobs’s notes on the stage. He played
it off as if it was a spontaneous moment, showing, once again,
that Jobs takes nothing for granted.)
The third thing he did was visit the Washington Monument,
double-tapping the screen to bring the map closer. Fourth, he
selected the option to replace the map with satellite photographs.
He brought up a live image of the Washington Monument. “Isn’t
that incredible, right on my phone?” he said. Finally, he visited
the Eiffel Tower and Roman Colosseum and showed both in the
satellite view. He concluded by saying, “Satellite imagery right