Page 24 - The Presentation Secrets of Steve Jobs How to Be Insanely Great in Front of Any Audience by Carmine Gallo

PLAN IN ANALOG 5

designing the slides was easy. Remember, it’s the story, not the
slides, that will capture the imagination of your audience.

The Napkin Test

A picture is the most powerful method for conveying an idea.
Instead of booting up your computer, take out a napkin. Some
of the most successful business ideas have been sketched on
the back of a napkin. One could argue that the napkin has been
more important to the world of business ideas than PowerPoint.
I used to think that “napkin stories” were just that—stories,
from the imagination of journalists. That is until I met Richard
Tait, the founder of Cranium. I prepared him for an interview
on CNBC. He told me that during a cross-country flight from
New York to Seattle, he took out a small cocktail napkin and
sketched the idea of a board game in which everyone had a
chance to excel in at least one category, a game that would give

everyone a chance to shine.Cranium became a worldwide sen-
sation and was later purchased by Hasbro. The original concept
was simple enough to write on a tiny airline napkin.
One of the most famous corporate napkin stories involves
Southwest Airlines. A lawyer at the time, Herb Kelleher met
with one of his clients, Rollin King, at the St. Anthony’s Club, in
San Antonio. King owned a small charter airline. He wanted to
start a low-cost commuter airline that avoided the major hubs
and instead served Dallas, Houston, and San Antonio. King
sketched three circles, wrote the names of the cities inside,
and connected the three—a strikingly simple vision. Kelleher
understood immediately. Kelleher signed on as legal counsel
(he later became CEO), and the two men founded Southwest
Airlines in 1967. King and Kelleher would go on to reinvent
airline travel in the United States and build a corporate culture
that would earn Southwest’s place among the most admired
companies in the world. Never underestimate the power of a
vision so simple that it can fit on a napkin!